Coca-Cola's Minute Maid has stirred the Rs 350 crore juice market, even before its launch in India. Arch-rival Pepsico and Dabur are ready to fight back, reports CNBC-TV18.

The strategy is to sip in as much market share before competition hits the shelves. Pepsi has almost doubled its investments towards its juice brand Tropicana and other juice drinks for this summer.

Though the company refused to comment on the much awaited launch of Coca Cola's Minute Maid, it shared its plans for taking Tropicana to tier II towns and a slew of launches.

Geetu Verma, ED - Innovation & Business Development, PepsiCo India, said, “There will a spate of innovations from February to July, new thematic will be aired soon, as well as consumer promotions.

Coca-Cola's much awaited juice launch, Minute Maid is expected to hit the market this quarter and will bank on Innovative packaging formats. Pepsi will also look at newer formats like glasses.

Riding on the growing health and wellness trend, market leader Real from Dabur has recent launched a range of soya based fruit juice. Come summer, the Rs 350 cr juice market will see the top players sweating it out to sip in more market share.