• Indian fruit research industry-

Fruit juice industry untapped in India due to highly unorganized market, poor infrastructure and storage facilities
Road side vendors responsible for 90% of sales.
Indian consumers are now moving to packed foods and beverages due to increase in per capita disposable income.
Increase in the health consciousness, hence consumers are moving from cola beverages to packed fruit juices.

• Sugarcane Opportunity-
Sub tropical country, hence there is a huge potential for a drink with high cooling effect and also making sure it is healthy
enough for all the segments of people to consume.
High demand for lime juice already on similar basis and hence the sugarcane juice has to tap the same by increasing its
supply and availability.

• Occasions- Breakfast, Lunch, Parties and Meal supplements

• Retailing-
Consumers prefer tetra packed juices and sugarcane juice needs to solve the storage problems and breakthrough.
Maintaining the freshness of the juice is the main concern for retailers.
Targeting family consumers, we need to provide them a whole packaged form of the same ticking all the conditions
mentioned above.

• Street vendors-
Consumers like to watch the juice being prepared and also ensuring the freshness of the same. There is a health concern
which can be solved by bringing in new variants like lime and masala flavors for which the consumers are ready to pay
extra.