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Overview of the Indian fruit juice market

India is one of the important centres of fruit producing nation in the world, accounting for
about 10.4 percent of all fruits and nearly 40 percent of tropical fruits produced globally.
Fruit production has increased steadily from 36 to 47 million tones between 1995 to
2004. The major fruit growing states in India includes Uttar Pradesh, Karnataka, Tamil
Nadu, Maharastra and Gujrat.

The major tropical fruits produced in India are banana, mango, guava, pinnapple, papaya,
litchi and to lesser extent sapota, jackfruit, phalsa, annona etc.
The consumption of tropical fruits and other fruits are largely correlated with per capita
income. Research conducted by Indian Agriculture Research Institute indicated that
urban households spend 2.25 percent of their income on fresh and dried fruits, while rural
households spend 1.8 percent of their income on the same items. Indian fruit juice market
is dominated by unorganized players who are selling fresh fruit juices. Only in recent past
this sector is getting more organized and attracting corporate from organized sector who
are producing fruit juices in large scale.
The Indian juice market is estimate at 660 million cases per annum, of 570 million cases
are handle by fresh fruit juice, rest are handled by packaged fruit juice. (India-
server.com, Cocacola Launch Minutes Maid Nimbu Fresh)

Indian fruit juice market is of 275 crores now and increasing at a rate of 35% to 40% per
annum. Processing of fruits is very important to make the juice available throughout the
year. But processing makes it expensive; it is almost luxury and found only in the table of
the riches. Poor can afford to eat raw fruits which are seasonal and perishable in nature.
Production of proceed fruits is increasing very fast in India, estimated market size of the
processed fruit juice is . Unfortunately, over 50% are lost due to perishable nature of
fruits occasioned by high moisture content and poor post harvest handling and marketing
strategies. There is a need to develop a system of extracting fresh fruit juices and develop
dispensary to meet the demand and supply gap. Thus there is a necessity to develop small
and medium size extraction equipment to handle high levels of solids content during
separation and remove all solid matter and pulp, and then clarifying the juice controlling
the colour, taste and overall quality of the end products, which may be used by the small
retailers and vendors. Chances are high that consumers will accept it readily because of
its positive health implication, i.e., fruit juice without additives/preservatives. There is a
lack of simple mechanical extraction machinery for fruit processing, results in
underutilization and post-harvest losses due to rotting. Along with this if we can develop
efficient post-harvest handling infrastructure, we will positively reduce post-harvest
losses.
In developed countries such as Britain, Germany and United States of America various
equipments are available for small to large-scale fruit juice production, but there is dearth
of small and medium scale processing equipment for fruit processing in India. According
to the report of FAO(1995) very less attention have been paid to minor, small or local
manufacturing of such products, very little effort has been made to address the problems
faced by the small scale fruit juice producers. Resulted in growth of large scale
manufacturing of fruit juice production, which is expensive and failed to meet the
demand and supply gap.

Food and Agriculture Organisation of the United Nations(FAO) 1995. Fruit Juice
Processing FAO Agricultural Services Bulletin 13, Bielig. H.
Olawale John Olukunle, Philip Gbenro Oguntunde, and Oluwatoyin Folake Olukunle,
Development of a system for Fresh Fruit Juice Extraction and Dispensary, Tropentag
2007, Conference on International Agricultural research for Development, )ct 9-11, 2007.
Competitors /substitute products for fruit juice
Fresh fruit juice is common man’s beverages and is sold by street vendors and hawker’s
at all public place and roadside shop. Fruit juice is recognized by all for their nutritive
value, mineral and vitamin content. But many people avoid this fresh fruit juices due to
its quick method of cleaning, handling and extraction they could often prove to be a
public health threat. There are reports of food borne illness associated with the
consumption of fruit juices a at several places due to contamination. In addition to this
they are using unhygienic utensils, water, ice, selling them in unhealthy environmental
surrounding with flies and storage the fruit and juices for long period of time without
refrigeration.
Govt. polices toward Foods and beverage Industry
It have been observed that the need for fruit juices go up during hot summer, when most
of the restaurants, cafes try to serve the juices under hygienic conditions, but juices
served on roadside shops and recreational areas like park, beaches or busy market places,
bus stand or terminus, railway station their quality remain questionable. The fruit juices
get contaminated due to flies and air borne disease. This led to infection and health
hazard is becoming a major headache for the government today.
Objectives
The study aimed at examining the consumers view point on existing practice of selling
fresh fruit juice by street vendors, small retailers.
1. Understanding the behaviour of the existing fresh fruit juice consumers.
2. Examining the potential of hygienically prepared fresh fruit juice

Methodology
Reserch Finding
Finding fronm consumers
Finding from Retailers

Conclusion
Improvement to the existing system is challenging and requires considerable support of
government, research institutions and technology suppliers to develop appropriate
facilities and practices at all stages of the value chain.
Questionnaire
Do you consume fresh fruit juice from the street vendors and hawkers?
Yes
No
If No, Why you do not consume fresh fruit juice from the street vendors and hawkers?
________________________________________________________________

If Yes, When do you prefer to consume fresh fruit juice from the street vendors and
hawkers?

When you are thirsty

Daily
Once in a week
Once in a month
Occasionally
Once in a while

Why do you consume fresh fruit juice from the street vendors and hawkers?

Nutritive value
Quality
Tasty
Value for money
Other reason

Where do you consume fresh fruit juice from the street vendors and hawkers?
Near home
Near office
Bus stand
Railway station
Street corner
Market

Are you satisfied with the fresh fruit juice you consume from the street vendors and
hawkers?(give 1 to 10) 1 = low and 10 = high
Hygiene of the vendor
Maintenance of the premises
Nutritive value
Quality control check
Variety of flavour
Water used dilution
Ice used cooling
Washing of utensils
Are you ready to pay extra if you get fresh fruit juice from vending machine?
Yes
No
Are you ready to pay extra if you get fresh fruit juice from parlour?
Yes
No
Do you consider fresh fruit juice available at shop is better than hawkers?
Yes
No
Are you ready to buy if you get fresh fruit juice from vending machine?
Yes
No
Are you ready to buy if you get fresh fruit juice from parlour?
Yes
No
Rank the juice you prefer to consumer?
Masumi juice
Orange Juice
Lemon Juice
Sugarcane Juice
Mango Juice