new delhi dabur foods a 100 subsidiary of dabur india ltd is now focusing on institutional sales in a big way though retail sales still rules the roost 75 of the sales comes from this segment the institutional pie is clocking faster growth rates the latter is growing at 45 per annum whereas the former is growing at 35says amit burman ed dabur india ltd the institutional segment will be a growth driver for us in the near futurekeeping this in mind the company recently partnered with cafe coffee day and launched real fruit fusion a range of smoothies with the real fruit juice being a core ingredient the food major has invested rs 15 lakh in this projectthese drinks will be available in 250 cafe coffee day outlets spread across 60 cities they are priced at rs 42 for a glass and the concotions include tickled pink an icy blend of real guava nectar and vanilla ice cream and beach holiday a blend of real mango nectar vanilla ice cream with a dash of honey served on icethe companys institutional customers include hotels restaurants airlines and even schools this segment is valued at rs 27000 crore currentlyfood has become big business and every upcoming mall boasts of a food court moreover the skies have also opened up and all this is boosting up sales reasons burman for instance the company supplies its fruit juice to air deccan and with schools increasingly saying no to aerated drinks and junk food daburs juices are also finding a lot of takers hereurban indians are becoming health conscious this is reflected in their food habits as well with many of them shifting towards healthier options says burman juices apart the company has developed a whole range of snack and salad dressings one litre tomato ketchup and puree for the institutional segmentdabur foods had launched a similar smoothie promotion with barista last year and now these have become regular fare at the coffee majors outlets across the country in absence of good alternatives these drinks became a hit in smaller towns the only other option available there was bloody mary or pina colada says burman it also expects the semi urban market to to become a big contributor to coolers its range of fruit based beverage in the coming years