Dairy major Amul is all set to enter the packaged fruit juices market under the brand 'Tru.' Amul is likely to launch these juices in mango, orange, litchi and apple flavours.
Amul plans to launch 200 ml pet bottles priced at Rs 10 in its first phase & tetra packs in the second phase.
The company plans to position 'Tru' as a 'fruit nutrition' beverage. The dairy major is likely to manufacture 'Tru' in its Gandhinagar and Godhra facilities.
With the launch of 'Tru' Amul will compete with Dabur's Real Juice, Pepsico's Tropicana and ITC's B Natural.
In response to CNBC-TV18's query, Amul confirmed plans to launch a fruit based beverage soon.