Launching mango frooti in united arab emirates


Mango Frooti is the leading and most significant reselling mango drink in India. It is manufactured by Parle Agro Pvt. Ltd. Although Frooti arrived to the Indian market long after other mango refreshments, it quickly grabbed an enormous market share because of its attractive packaging and intense brand marketing. The tagline "Mango Frooti, fresh and juicy" created an advertising euphoria and Frooti quickly became the preferred drink of its marketplace - the youth of India.

The biggest rival for Frooti in India is Maaza. Maaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, started reselling Maaza as a franchisee in the centre East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. (established website : www. maaza. com)

Despite the monetary turndown, UAE has maintained its position as a stunning market for drink and food investors in conditions of near-term dividends with high probable. ( www. businessmonitor. com )

The purpose of this statement is to analyse the many aspects, factors and issues that contain to be examined and used consideration to be able to launch the merchandise (Frooti) from a developing country (India) into a developed country (United Arab Emirates).

The factors which will be explored in this record would be the difference in the countrywide business systems of the two countries, their social variations, the trade patterns between the two countries, exchange rate dangers, investment system deployed and the political risks in introducing this whole business setup.

National Business System of United Arab Emirates

The UAE market is fuelled almost entirely by the production and distribution of petroleum and its derivative products. The necessity to begin generating an alternative income source was recognized as early on as 1985. (www. nationalencyclopedia. com).

Juice products will be the fifth most popular beverage in the GCC (Gulf Countries Council) being doubly popular as drinking water. UAE leads the per capita ingestion of bottled juices. The UAE presently represents 18 % of the 7. 2 bn-litre total GCC juice markets (www. just-drinks. com). The expansion rate for juices to increase in the UAE is predicted to be around 10% in the next 5 years. Hence there is a huge opportunity of product enlargement and greater get of market share.

Attractiveness of the market

The UAE industry for retail is a very quickly changing and vibrant one. Current sales sustained to rise during the monetary downturn. The climb in retail prices was mainly as a result of global rise in expense of recycleables and non-food items. The UAE Dirham is pegged to the US Dollar. Due to weakness of the Buck, imported goods noticed an increase in price and were more costly in the UAE.


UAE has 4 different franchises employed in the bottled juice sector. Maaza is the leading competitor.


Due to the availability of cheap labour, manual work of handyman and other unskilled labor is carried out almost entirely by immigrants. Private sector employees and mid-level management is also completed by guest personnel. Emirati citizens occupy all the government employment, possession and high-level management positions. Also, due to the huge gender segregation, no feminine is employees in high level management.

Procedure to set up a company

To setup a vegetable for juice development in UAE a great deal of legal strategies and rules need to be followed. The National business system of UAE can be categorized as a Dormant developmental point out (Whitley, 2007). The federal government encourages the forming of Industry organizations or groupings and then serve as their agents and act as a link between the federal government and individual companies. The government does not encourage the individuality of the company. The amount of competition is completely controlled by the government and the govermnet does not tolerate the forming of independent organizations that can struggle its decisions.

As defined by the UAE Chamber of Business (www. gov. ae) every new establishment requires particular licensing to execute their business in the country. The license can be one of the three types of licensing available : Commercial permit (all kinds of trading), Professional license (creation or industrial), Professional certificate. Hence Frooti must apply for an Industrial icense.

Ownership of the business

The UAE administration permits two types of ownership.

Partner Ownership : This format allows 51% of the company to be owned by way of a UAE countrywide and 49% by the business. (http://guide. theemitatesnetwork. com/living/business. php)

"With this kid of relationship, the business can be situated anywhere in the UAE. Within partnership possession there are another seven types of companies that can be formed : standard partnership, collaboration en-commendam, joint-venture, general population shareholding, private talk about keeping and limited responsibility. "

Public and Private Shareholding : foreign companies can open up a branch office only. Large offices can be installation as shareholding companies. Singular possession for a herb can be exposed in the free zones throughout UAE.

Availability of resources

The main elements of fruit juices ( normal water, sweetners, acids, flavours, fruitjuices, preservatives and color) are plentiful in UAE at very marginal costs. Also, the raw material for packaging ( glass bottles, plastics, Family pet, PVC, pouches, straws, etc ) are readily available. Furthermore to resources, the transfer network of UAE is also highly developed which really is a great requirement of the circulation of the set distribution.

Difference between business system of UAE and India

The business system of UAE is completely different fro the main one followed in India. While the UAE employs a Dominant developmental status system, India on the other palm has a company system predicated on the Regulatory point out (Whitley, 2007). Regarding to Whitley, "In regulatory system, government sets clear rules and suggestions within which companies are absolve to pursue their targets. The governments keep monitor that this liberty is not obstructed by organizations by establishing cartels, etc. . You can find standardized legal norms. "

The possession of the business is 100% of the investors with no legislation required to produce an Indian spouse. Only regular fees have to be paid to the federal government which includes VAT. This system is not widespread in UAE. The option of resources in India is also abundant although at a higher rate credited to various labour and trade unions shaped within a specific industry.

Cultural conditions and their influence on business

"Islam lays all foundations for folks in the UAE. For the Muslim, God by themselves controls the near future and for that reason to lay out what shall happen in the foreseeable future, such as agreeing a date or time, is presumptuous and for the very religious such an take action would be a blasphemy. You don't have for or inclination towards more exact time planning. This is an enormous difference from the attitude of work in India where people set a fixed time and auspicious particular date for every package.

New ideas have a problem finding their way in the conservative environment of UAE, using its manifested disbelief in a sequential order of events. However, people are quite pragmatic and they'll grasp the opportunity offered by a discovery idea, provided lobbying has been done discreetly well in advance on its behalf. People are uncomfortable with change, particularly with change that could be regarded as radical departure from the country's customs which is somewhat irritating to business developers from India. " (www. agronaut. com).

"Emirati officials are prohibited by traditions from working more than six time per day. Mornings are usually best for consultations. Some Emirati people work at night in an effort to avoid the summertime heat. Friday is the Muslim holy day, no business is conducted. Most people do not focus on Thursdays either. In India people do not focus on Saturday and Sunday. This leaves a windowpane of only 3 days and nights to conduct business in weekly. The rate of business is much slower in UAE.

Once a international business enters the united states, it is beyond the protection of its administration and becomes a topic to Emirates Islamic laws.

Islamic law are the guidelines to be followed and these are applied universally if they are universal, and subject to interpretation and uneven application if non-universal. This leads to a high reliance on power, authority, and subjective decision- making based on the situation and relationships between the individuals involved. Eventually, face-to-face understanding of the individuals involved in any discussion is the basis upon which last decisions are made.

Writing a cheque against which there are no funds is considered to be always a legal offence, not just a commercial matter.

Most issues are forever negotiable in Emirati eyes. Nothing is very concluded, not if set out in legal agreement, openly negotiated beforehand for a Emirati, a friendly relationship and personal trust are usually more important than legal documents and synthetic laws ( but never God's rules).

The business person is therefore well recommended not to make informal remarks or make oral assurances which he /she is not ready to conform to in the future. Most Saudis, when it is in their interest, would be only too pleased to remember what you said, where so when. They generally have selective memories and could choose using their company excellent recollections whatever suits better their purposes. " ( www. communicaid. com/ UAE).

Trade Design between UAE and India

"Two-way trade between India and the United Arab Emirates (UAE) is expected to exceed $25 billion from the current degree of $19 billion. In 2006-07, India's exports to the UAE stood at over $10 billion as against its imports of $7. 5 billion.

The areas where India's exports to the UAE are well diversified include gems and jewellery, vegetables, fruit, spices, executive goods, tea, meats and its preparations, rice, textiles and clothing and chemicals, besides RMG cotton including accessories, man-made yarn, produce of metals, fabric and made-ups, marine products, machinery and device and clear plastic products, according to the statement.

India has huge export probable in the GCC. That is due mainly to the fact that both Saudi Arabia and the UAE are India's major trading companions in the GCC.

Importantly, there are structural barriers that continue to hamper seamless economical exchange between both of these parts. GCC countries face formidable obstacles, in terms of higher obligations on the exports to India specifically whereas, exports from India face a nominal work of 1-2% percent.

In addition, India's limited trade infrastructure hampers GCC exports with cost escalation and longer administrative techniques for trade facilitation. Transitory procedures, such as export limitations, also become a dampener in GCC-India trade.

For example, as of 2010-01-25 (12. 14. pm), India is reported to acquire undertaken 12 trade distortionary steps, affecting GCC member says. Although it is early to gauge the exact impact on the GCC, it is certain that protectionist talk about measures could act as a significant hindrance to augment economic relations between the two parts.

Of late, GCC countries are entering into preferential trading plans with major Parts of asia. One of the major landmarks is the GCC-Singapore Free Trade Contract, that was concluded on January 31, 2008. This milestone could provide as a catalyst for other FTAs under conversation with South Asian countries such as India and Pakistan.

Even though bilateral negotiations for an FTA with India started in 2004, the progress is slow credited to lack of policy consensus on both sides. Therefore, in today's global trade environment, seething with protectionist tendencies, GCC and South Asia need to re-energize policy strategies to be able to enable an even learning field for sustaining their burgeoning trade relations. " ( Samir Pradhan, self-employed Researcher, 2009)

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