Juices Startup Raw Pressery to Foray into Foods, Snacks

The Economic Times - - Business Of Brands -

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

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