Agri business is one of the major pillars of the Indian economy. India produces a wide variety and enormous quantity of fruits that can be processed in different forms. Fruit juices are well recognized for their nutritive value, mineral and vitamin content. Traditionally, juices have been extracted and sold fresh at public places and roadside shops. Due to unhygenic conditions in such shops, juices served are prone to bacterial contamination which may lead to food borne illnesses. Over the years the Indian beverage industry has followed the international trends and its sales were dominated primarily by Carbonated Soft Drinks (CSD) like Cola, Orange, Lemon etc. India has witnessed radical shift in consumption patterns of non-alcoholic drinks over the recent past.
Fast expanding middle class population, that is currently around 350 million, increased urbanization and rising disposable income are some of the major reasons contributing to this change. Besides this, growing health consciousness among India's young population has brought about a revolution in the Indian non-alcoholic beverage market. Juice drinks market has emerged as the fastest growing segment in the non-alcoholic beverage market and is currently growing at a CAGR of 30% and is estimated to be worth about Rs. 1,000 crore annually* (as on 2010). Of the above, nearly 60% constitutes of RTS drinks / nectar / squash mainly comprising mango, lemon and orange variants. Juices constitute over 30% of the total market share which is largely packed in small aseptic packs. Another segment that is growing at a good pace is the sports and energy drinks segment.