81% of fruit juice consumption in India was unplanned and 38% was pure impulse. 60% of fruit juices consumption happened outside the home. Fruit juice consumption was a group activity-just 2% of the population had the fruit juice alone. Indians prefer fresh juices- made in front of their eyes. The origin of this preference lies in the belief that is packed loses freshness. In a country used to having fresh food all the time, the consumer wanted to see the product. In food products at times seeing is creating the impulse!! Tetra pack manufactures have defined the basic need of Indian consumers by not allowing the consumers to see the product. India is becoming a country which wants western style packing with Indian style taste and this was posing a great challenge with limited cold storage and cold chain capabilities. Vivita-a new entrant has tried to overcome the freshness of the juice issue by packing fruit juices in aseptic PET bottle with a no preservatives label. The consumer is reassured by being able to see the product before buying.