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PUNE, March 7

ASKING for a glass of juice at a party will not be embarrassing anymore if Dabur Foods Ltd CEO, Mr Amit Burman, has his way.

Mr Burman, who was responsible for the Rs 1,200-crore group's foray into the processed food business has kicked off a unique project which, if successful, will make guzzling juice a hip thing to do with the bold, the beautiful and lesser mortals too.

A group of Pune's party animals, hoteliers and chefs from various hotels looked on with a great deal of interest when well-known flair bartender, Shatbhi Basu, tossed up exotic mocktails out of a mix of the company's juices at the Taj Blue Diamond here.

At the end of the day, guests at the Real Juice Jockey event, as Dabur labelled it, went home convinced that there is real good stuff in juices.

"The idea behind flair bartending event is to bring in the fun element into juices. There are any number of things you can do with juices but in India giving juice to a child is simply not on top of the mind of a mother,'' rues Mr Burman, whose Real brand enjoys over 50 per cent of the market for packaged fruit juices.

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