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Startup 2016-04-25

"We are selling habit and not a product"

Talking to Restaurant India, Abhishek Jhunjhunwala, CEO Inspirit Cleanse talks about their idea to start a fresh juice business.

By Deputy Features Editor
"We are selling habit and not a product"

How the idea of starting a cold pressed business was came?

We all were very addicted to drinking packaged juice and the sugar content in these juices is very high which is not good for us. I have lived in the US and used to have these juices over there. When I came back and it was not available here I did a research in Kolkata and saw a gap in the market. We brought the technology, nutritionist and dieticians into our boards and after 4-5 months now we are doing good business.

How about the funding?

Right now we don’t have any external funding; all our investment is done by the family and me. We are only operational in Kolkata and we are growing at 15-20 per cent month on month.

How are you supplying these juices to people?

We are selling it through our web portal directly to the households. We recently tied up with Spencer’s at Quest Mall and South City Mall.

What is your view on the growth of the segment?

It is an honest product, no sugar, no preservatives. Our shelf life is three days. And manufacturing plant works at 23 degree temperature and 45 degree humidity.

What is your unique Marketing Strategy?

We are trying to create awareness towards sugary drinks and benefits of Cold Pressed Juice. So far, we are relying on word of mouth and digital marketing for marketing purposes.

What is your future expansion plan?

We plan to sell To sell 10,000 bottles in a day. We are also working towards making ourselves available at all retail and commercial spaces, have a Pan India presence and brand building

Are you looking for any external accruals?

To grow our brand pan India we are looking for VC / PE Funds.

Who is your target audience?

Our target is anyone between in 15-60, anyone who want to eat healthy food. We are selling habit and not a product.

How about sourcing the veggies and fruits?

The product is such that we use certified food and vegetables, vendors who are certified, veggies and fruits which are pesticides free. We have tied up with local suppliers and farmers.

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