Making a beeline into the health and fitness market, is a new smoothy brand, that is expanding through a well thought out franchise model.
The Indian market is spoilt for choices. It has huge spending powers and is enjoying its experiments and adventures with fast food, multi-cuisine outlets, fine dining experiences and multi-product layouts as well.
The health and fitness market is the new fad in India. The total market for fitness is valued around Rs. 4,670 Cr, growing at 17-19 percent and is estimated to cross Rs. 7,000 crore by the year 2019.
Samrat Reddy, the man and brain behind the energy smoothie brand Drunken Monkey, says, “But people are becoming more serious about their health and fitness needs. For one, exposure to work outside India is making them more aware of healthy eating options and ingredients that can be made a part of their daily diet.”
It is currently the only fastest growing smoothie bar chain in the country with 60 outlets in 16 cities.
Something that started to meet his needs for a healthy supplement and was a personal choice has now become a whopping franchise business.
When you ask him why he opted for such a name, Reddy says, “We sound quirky but we are not challenging people’s intelligence. It is about being naturally high on something as basic as fresh fruits.”
The young Reddy wishes to have 500 smoothie bars by 2021 and 10,000 by 2025.
Headquartered in Hyderabad, Drunken Monkey was in the year 2016. Since then, it has grown exponentially to four smoothie bars in Hyderabad in the first year, to 60 outlets in 16 Indian cities in 2018.
Believe in Your Idea
Reddy says, “There is a huge gap in the market in India when it comes to Smoothies. To replicate the healthy smoothie concept pan India is challenging. When one is dealing with fruits, there are a lot of challenges with regards to seasonal availability, fluctuating price, taste, and storage of fruits. Nevertheless, we took on this challenge head-on as we knew that the entry barrier for this kind of business is higher and we are very confident that we have come up with a successful model.”
Naturally High in Life
Drunken Monkey isn’t worried about direct competition, because there is none.
Reddy says, “There are a few smoothie players, but they are restricted to limited regions. There isn’t anyone who has expanded across India or created a brand across India like us. Hence, in terms of competition, our spread across India, in itself sets us apart. Apart from that, it is the variety of the menu. Our menu is very large and has over 170 varieties. We have smoothies for every interest and palette – one can choose a smoothie based on what fruit they want and also what function they want from it: detox, meal replacement etc. Further, we do not directly promote health. We simply promote a lifestyle making smoothies appear cooler. Our tagline Naturally High encourages people to stay naturally high on life making sure we don’t preach as we believe that people are intelligent to make their own decisions.”
While, in India, Drunken Monkey has no competition, internationally they know they are big players in the market such as Jamba Juice, who they are confident to compete within the next few years.