Way back in the summer of 1997, when Indian consumers were still revelling in the delights of foreign colas and carbonated soft drinks, one company decided to bring to market juices, till then a virtually alien beverage category, at least in the branded space. For the first three years, consumer products marketer Dabur's decision to flag off the Real range of juices seemed a mistake. The juices found few takers, for various reasons. For one, juices are expensive, at least vis-a-vis fizzy drinks and the array of unbranded alternatives available across the country (from sugarcane to coconut water). For another, most packaged juices have preservatives that kill the natural taste.