FIL has carried out in depth research to understand market and consumer behavior. TUK, the name of the drink comes from the tongue-clacking sound produced to express a distinct, taste bud hitting lingering sensation, which is aimed to appeal to kids. The fruit content in TUK3 makes it a natural energizer, enhancing body endurance, and strengthens memory apart from being rich in oxygen. It claims to nourish the brain, eyes and other vital organs and is rich in vitamin C explains an official release.

TUK3 is available in an attractive and colorful pack. The product will debut in retail stores in Northern India in the first phase of its launch, and throughout India in the subsequent phases.

The campaign is supported by two audiovisuals."Creatives for these audio-visuals have been done in-house and shot by Delhi based Xebec Films. Starting 25 July, they will be telecast first on childrens' channels - Cartoon Network and Pogo," FIL marketing manager-brands Abhay Gaba. "We will spend Rs.20 million till March 2006 towards promotion activities", added Gaba.

The company has set up its distribution network covering 16 Indian States for the marketing of its products under the FRUITFIL brand. It has also set up a state of art tetrapak filling line for the packing of its products, apart from having tie ups at four different locations across the country. Two hundred ml tetra-packs will be used for smaller packaging, for larger sizes, FIL is toying with PET bottles.

FIL has its own state of art, ISO 9001 and HACCP certified plant at Rangreth, Srinagar, which is a 100 per cent EOU. The total turnover of the group is Rs.1billion.