The idea of fruit juice as a fun, nutritional drink was a first, and a new introduction to the Indian palate. With its kiosks at popular and high-foot fall places, HPMC was the first any-time juice for the Indian masses. The sight of bubbling juice fountain in a transparent container is still vivid in the minds of many consumers. Even the introduction of fruit juices and drinks in aseptic Tetrapaks was an initiative from HPMC.

 

After opening the market for fruit juices and drinks, HPMC brought about a quantum shift in the harvesting,storage, packaging and marketing of fruits in India. This not only helped the small farmers to get better returns on their produce, but more importantly, increased the availability of fruits for the consumers manifold.

 

Today HPMC has graduated to include a wide range of high quality fruit juices, drinks, pulps, concentrates, squashes, fruit wines, ciders, jams, pickles and mineral water to its portfolio. HPMC has had the good fortune of sourcing its fruits directly from India's fruit bowl, Himachal Pradesh. The fertile land and the excellent climatic conditions, along with modern fruit processing, have helped HPMC become the pioneer in India's fruit juice market. From direct consumers to institutional buyers and international market, HPMC has found acceptability on account of its high standards of quality.