And then, said Enkay Texofoods, let there be Life. Thus arrived a new mango drink from the marketer of the best-selling orange juice, Onjus.
Convention suggests that mango drinks drive volumes in India.
However, that is a dangerous market for the unwary. Over 40 tetrapak brands have succumbed in this market, mostly to Parle Agro's Frooti. Also, Tulsi Das Goyal had a company to build in foods before he could build a brand. He did that successfully. Onjus was just the vehicle for Life to ride on.