“People are getting conscious about what they are eating”
RIVOLI SINHA 35, Managing Director, Joost Juice, Mumbai and Delhi
Ayoung mother who strives to be healthy and fit, is Joost Juice’s ideal customer. “In Joost’s dictionary we called her Zara. Everyone who wants to stay fit is my customer,” says Rivoli Sinha, who has a hotel management and BBA degree from Les Roches International School of Hotel Management, Switzerland, and worked with the Marriott Group in the US before investing `28 lakh in opening the first Joost Juice store in Delhi’s Select Citywalk mall in 2012.
FROM GLOBAL TO LOCAL
“We visited a Boost store in Australia. There was a trend of foreign brands entering India but nothing in the health sector. There was an evident gap. We wanted people to walk in with their children and have a juice without the fear of falling ill,” says Sinha. Since Boost is India’s leading malt-based food drink and a name owned by GlaxoSmithKline, instead of calling the company Boost (as it is overseas) it is called Joost, a name that was trademarked by the parent company long back. Joost Juice, with an annual turnover of `6.5 crore, offers a range of juices, smoothies and crushes. “Smoothies are made by a frozen yoghurt that is probiotic in nature. All items can be customised and if you don’t like what you have then the drink is replaced and no questions are asked,” she says.
IT’S ALL ABOUT THE INGREDIENTS
“Imported berries are from New Zealand, oranges from Nagpur in winter and Egypt in summer, apples from Kinnaur and mangoes (Alphonso) from Ratnagiri. We have our organic farms in India for strawberries,” she says. The process of mixing and matching fruits for the drinks is done by a nutritionist in tune with trends around the world by Boost Australia.