• Dr Ankita Tandon
• Pushpendra Yadav
• Sarika singh

Abstract—Indian market due to the diverse demographics and increasing level of income& improvement in the standards of livinghas attracted a lot of opportunities of expansion.Even if this is true, the fact that the age long traditional norms and pre conditionings pose a great challenge while introducing anything new. While their counterparts in the western countries prefer juice as a popular beverage options to kick start their day, peoplein India stick to the plain water. Juice is neither considered as a necessity nor a luxuryin Indian society. In any case, each premonition shadow has a silver covering and slowly things are changing generally in the urban and semi urban districts, where the masses are getting aware of the medicinal favorable circumstances. The all inclusive community have grasped the fundamental enhancement estimations of results of the dirt endeavoring to make them a bit of their consistently diet. In lieu of the metamorphosis, today many new companies have made entry into this category and given rise to alarming yet forceful competition in this direction. The rising competition, fight for survival and sustainable development seems to be the burning challenges for the soft drink industry. The Companies are striving hard and devising unique propositions to make their presence felt by the consumers .The task deem plunging to segments where possibility to withstand exist amidst visible challenges. Hence study in tier 3 city like Bareilly holds prominence with a scope to undergo a comparative analysis of the juice brands and help marketers deliver and pitch sales after knowing the market gimmicks prevailing. This study helps in discovering the quality, shortcoming, opportunity and dangers of Minute Maid against Tropicana and Real squeezes with the assistance of centered investigation of retailers in Bareilly city. This study would focus on factors leading to competitive advantage in retaining one brand over the other. The study is taken up in Bareilly city where various retail outlets have been visited to administer the real time scenario and challenges existing therein.

Keywords—competitive advantage, competition, sustainable development and market share

"Minute Maid V/s Tropicana - A comparative study of discordant fruit juice rivals at Bareilly", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 6, page no.1055-1061, June-2019, Available :http://www.jetir.org/papers/JETIR1907U27.pdf

"Minute Maid V/s Tropicana - A comparative study of discordant fruit juice rivals at Bareilly", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 6, page no. pp1055-1061, June-2019, Available at : http://www.jetir.org/papers/JETIR1907U27.pdf