—Anuj Rakyan, managing director, Raw Pressery
Like for most entrepreneurs, my journey was paved with numerous ‘click moments’. The realization that there was a sizable and scalable opportunity in the market for natural and nutritional beverages, triggered the creation of the cold-press juice category led by Raw Pressery.
Another moment was when we innovated and pioneered a new clean-pressure technology, to provide consumers 100% juice made from fruits/vegetables only—something which no leading brand has done without adding water, and concentrate or puree, even until today. Later, due to the lack of a mature cold-chain infrastructure in India, we decided to disrupt the traditional distributor model and build our own cold supply-chain to reach retailers nationally. This unlocked national availability and rapidly scaled our young business.
More recently, the ‘click moment’ emerged through our consumers. Based on deep customer engagement, it was heartening to know that our raison d’etre had been understood by the audience. They pointed out that there are gaps in other beverage categories, which we could add value to, and this inspired us to reimagine ourselves as a total liquid nutrition brand. Since we already deliver natural vitamins and minerals with fruits and vegetables in juices, we turned our attention to good fat (yes, there is such a thing), and high-quality protein. We launched a clean-label natural almond milk in late 2018 which has seen terrific market offtake, and is well on its way to be another category-leader.
Later this year, we will launch a high-protein dairy drink for the protein-conscious. To be positioned as a single brand in multiple product-categories is a “click-moment", which our consumers have guided us to, and we are passionate and excited to work diligently towards fulfilling our promise of being “All Good. No Bad."