Beverages major, Coca-Cola India, will use the might of Mumbai dabbawallas to lure customers to sample its orange juice drink, Minute Maid Pulpy Orange.

According to a Coca-Cola spokesperson, the company is in the process of distributing free samples to introduce the customers to the product. For Mumbai, the company is planning to enter into tie-ups with dabbawallas. This is part of the company's 360 degree consumer activation campaign executed by Leo Burnett.

The sampling exercises will continue during the forthcoming Ganesh Chaturthi festivals. The company will distribute free samples in the mandals, which attract big crowds.

Minute Maid is competing with strong players such as Pepsico's Tropicana and Dabur [Get Quote] Foods' Real in the Rs 500 crore (Rs 5 billion) packaged juice category. Both these brands dominate the category in India. The market for packaged juices in India is only 10 per cent of the category, with the remaining being loose juices sold by the unorganised sector. Of the packaged category, 85 per cent are mango-based beverages.

Venkatesh Kini, VP Marketing, Coca-Cola said, "Our entire brand portfolio has been designed to satisfy the various mapped-out needs of the consumers, be it hydration, enjoyment or simply having fun. As part of the same endeavour, we are exploring a wide variety of beverage opportunities such as juice and juice-based drinks, energy drinks, sports drinks and flavoured water. The national launch of Minute Maid Pulpy Orange is the latest example of the execution of the same."

Minute Maid Pulpy Orange is being manufactured in Coca-Cola's Chitoor Plant in Andhra Pradesh.

The company claims that Minute Maid has been one of the most successful product innovations by Coca-Cola. In terms of real volume growth, the brand is a market leader across most parts of China.

The brand is targeted at young adults between the age group of 20 and 34 years.