FMCG companies spend a large amount on advertising, however it appears that they do not research the demand for food items very accurately. There is a big demand in India for fruit juices and other beverages, especially in summer, when temperatures are high, people sweat a lot and get dehydrated . While there are a number of carbonated drinks available like Coca Cola, Pepsi, Thumbsup, Mirinda, Sprite, Limca, there are relatively few fruit juices available at an affordable price. There are also a number of local beverage suppliers like Zen, Dailee offering 200 ml of carbonated beverages at an affordable price of Rs 10 each

Most of the fruit juices sold are in tetrapacks of 1 Liter and cost between Rs 85 to Rs 110 per pack. It appears that the cost of packaging is very high, because fruit juices in plastic bottles are available at a far lower cost.
For example bottle pricing for mango juice is as follows
Patanjali mango juice 1 liter bottle – Rs 50
Patanjali mango juice 500 ml bottle – Rs 30
Mazaa mango juice 600 ml – Rs 38

However there appear to be limited stock of Patanjali mango juice 1 liter and the local retailer did not have them in stock when last checked. Minute maid is another company which has a large variety of fresh juices. However again availability is a problem in small towns, many retailers do not have them in stock. Lime juice is popular in India, as many people do not have the time to purchase fresh lemons from the market and squeeze them to make lime juice at home.

Patanjali had introduced a lemon squash which was quite close to the original lime juice in terms of flavor and cost Rs 75 for a 750 ml bottle. The lemon squash could be diluted with water and consumed. However for the last month or more, it is not available with the local retailer in panaji, goa. There is almost no other company in the local market who is supplying a similar lemon squash. There is a lot of demand for lemon squash, and no supplier at present.

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