Juices Startup Raw Pressery to Foray into Foods, Snacks
Raw Pressery, perhaps the country’s first cold-pressed juices brand, plans to enter the kitchen with fresh food, packaged snacks and other ready-to-eat nutriments by 2017, its founder Anuj Rakyan says. In an interview with ET’s Shramana Ganguly, Rakyan said the three-year-old startup is streamlining the back end, working with farmers in planning harvests and forecasting demand, and partnering with suppliers to enhance quality. Edited excerpts:
Raw Pressery is flush with funds. Where do you see the company one year from now? Since 2015, we have raised nearly $7 million (about .₹ 46 crore). We should be ready with our new capacity of three lakh litres per month by May, six times our current capacities. We would launch fresh food, packaged snacks and other ready to eat nutriments too and should be able to expand our geographical footprint beyond Indian cities to Southeast Asia and Middle East. We want to offer veg chips, health bars and similar health options to the consumers. We also wish to establish micro cold presseries across our laid-out geographies, each equipped with the best of produce and technology to give customers a ‘phygital’ (a blend of physical and digital) experience, integrating online and offline. These establishments will allow a consumer to place an order digitally and see their beverage of choice getting made, in real time.
How would your arrangements with suppliers change when you grow? The future of our product rests in juicing the freshest locally sourced produce. Farmers therefore play an integral role in shaping the future for Raw. We see ourselves working in contractual relationships with cooperatives and organised farming, leveraging their strengths to core activities like demand forecasting and harvest planning. We see increasing our suppliers to 120 from current 70. We have been trying to convince farmers to supply the best to the Indian customer and not export it. With better remunerations, the dynamics of supply chain will change. We work closely with our technicians and agro scientists, understanding the use of fertilisers, composition of our produce, and intensely studying the grades and quality. Their findings would then pave way for manufacturing a cold-pressed product that makes no compromise on quality.
Are you looking at any acquisitions? Acquisition is not on the cards. However, for the future, we are open to joint ventures. We are looking to partner with kitchens, to take charge of the food space. We are also looking to collaborate with farmers to understand the produce, estimate demand and hence invest in managing quality.
COMPANY PHOTO Anuj Rakyan, founder, Raw Pressery