The company plans to achieve sales of around Rs 75 crore of Onjus in the next 18 months. It ended the previous fiscal with Onjus sales at Rs 45 crore. It had achieved sales of Rs 15 crore in the test market period.

According to a market study conducted by Samsika Marketing Consultants, Onjus has surpassed its target of 15 per cent market share after having launched the brand in major cities nationally.

Onjus has achieved a penetration level of 302 towns by the end of June. It had targeted a penetration level of upto 170 towns during this time, the company said.

Onjus comes in two sizes of 250 ml tetrapaks and 1000 ml packs. The 250 ml tetrapak is priced at Rs 10. The width of distribution for the 250 ml brand touched 66 per cent by the end of June this year. In the 1000 ml pack size, the distribution width was 35 per cent during the period.

The study reveals that consumer perception about the brand in the tetrapak drinks category is as high as 52 per cent with the percentage of repeats at 38 per cent. This is against a 12 per cent consumer perception in the case of Real.

The company says that it sees Onjus adding value not only in terms of impulse purchase or `on premise' consumption, but also penetration in homes, as well as occasions of consumption either by infants, teenagers or adults.

With Onjus being a 100 per cent undiluted orange juice, it is not strictly comparable with other tetrapak brands like Frooti or Jumpin. However, according to Samsika Marketing Consultants, Frooti has a share of over 70 per cent in the tetrapak drinks category. The total size of the tetrapak fruit drinks and juices in India is estimated at Rs 400 crore. The market is growing at 20 per cent per annum.