Fruitzone India Limited is the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company was contemplating launching a new flavour of fruit juice and decided to conduct a feasibility study. It hired an external market research agency, India Monitor International (IM)) to conduct the market research. This case discusses the exploratory phase of the research conducted by IMI.This case is useful for participants in Business Research Methods, Market research and Qualitative research courses.