In conversation with Restaurant India, Vishal Jain, CEO, JusDivine talks bout the fresh juice trend in India.
How do you see the cold pressed juice market growing in India? What is the per cent?
The market is growing at a very fast pace with consumers warming up to the product. The key is customer education and our efforts over the last 2 years that is paying off. We have grown over 300% year on year.
When and how did you decided to enter into the segment?
We started working on this product way back in July 2013. In one of my trips abroad, I picked up these juices from the local supermarket and over a few weeks it did make a difference to me. I found my cravings for junk food coming down, energy levels increasing and found myself getting fitter. I thought what a wonderful product it would be to introduce to consumers back home. That’s when we started working on it and entered this segment.
What was the learning factor?
Learnings are huge. The Indian consumer is very different and the Indian palate is very different. The price points are very different in India too. We worked extensively in getting our flavours and quality right. Initially, right from sourcing the best raw materials to ensuring the product was delivered to the customer at the right temperature was a challenge. Fortunately, over the last 2 years, our hard works is paying off and are looking now expanding at a fast clip.
How was the funding done? Are you looking for any external accruals?
Currently we are bootstrapped and are looking for the right partner to help us take JusDivine closer to more people.
What is your expansion plan?
We plan to expand to Delhi and Bengaluru by the end of the year.
What is the distribution network and presence?
We are available in all the leading modern retail stores like Natures Basket, Foodhall, HyperCity, Westside Gourmet, BigBazaar, StarBazaar and many others.
Are you also selling online? Tell us about your retail presence?
Yes, we are selling online through our website www.jusdivine.com, bigbasket.com and foodesto.com
How about taking a franchise route as this product is growing tremendously?
Currently we are stocking in most leading modern retail outlets. We do not have any outlets as of now and therefore the franchise model will not work for us at this point of time. However, in the future, we may look at opening standalone outlets which is when we may adopt a franchise model.