With rising adoption of healthy and preservative-free fruit drinks in India, the market that Groovy Juices is playing in is expected to grow at a CAGR of 17.1 percent from 2017 through 2030, according to Goldstein research. The brothers claim with these cost-saving measures, the brand is seeing healthy and slightly-above industry-standard margins on its fruit juice products. We addressed the problem by supplying strategically, such as combining loads of two or three super stockists in one truck load.” Rajneesh adds, “It has been arduous for us to put our product on shelves because retailers were buying limited stocks, and to top it, transporting these goods to the far flung stores was even more challenging. But our units are well-established with their own fleet of trucks, which is already experienced in covering such areas.” Mitkaran says, “There are several challenges in sending our products to the last mile, especially considering the terrain and road connectivity. However, Groovy claims it is managing to do the same by optimising its cost of transportation.
Transporting products to remote locations can be expensive and time-consuming, with only FMCG behemoths boasting pockets deep enough to reach products such as Coca-Cola, Maggi, Lays chips etc., to such areas. We are still not present in Delhi, Mumbai and other metros.” But our focus is on Tier II and Tier III towns, rural areas and places that are difficult to reach even for large brands, such as towns in hilly areas. Mitkaran explains, “Large brands moved online to sell in metropolitan cities and urban areas.
FRUITJUICE ICON OFFLINE
Now his dairy brand earns Rs 44 Cr revenue Offline retail strategyĪmidst the second wave of the COVID-19 pandemic, businesses across sectors moved to sell online, while established FMCG/consumer brands looked to build D2C channels to offset the drop in sales at physical stores.Ĭounterintuitively, the founders of Groovy ensured every sale made by the business so far has been purely offline. This engineer quit his US job, returned to India and bought 20 cows.
With the new infrastructure in place, the brothers claim they now have the capacity to manufacture up to 700 pouches per minute. Having learned from the Rudrapur plant delay, the brothers ensured the J&K plant’s machinery was in running condition before importing it to India. In April 2020, the brothers commissioned a second plant in Jammu & Kashmir, under the name of Trikuta Pulp and Nectars, and commenced production. After four months of this leg work, and going through hundreds of Chinese emails and sitting through several calls, the machinery was finally installed, programmed, and ready to go. Mitkaran went around knocking on their doors to get help in the form of specialised, programmable logic controllers and convert the language of the programmes into English. Rudrapur, an industrialised town, was home to factories of large conglomerates such as Tata, Bajaj, M&M, etc. Not one to give up, Mitkaran decided to make use of the resources he had around him. We could only email them, but this was slow and time-consuming,” says Mitkaran. “Due to several restrictions in communication, it’s not easy to call them over the phone.
FRUITJUICE ICON MANUALS
The brothers were left with machinery that were yet to be installed, and instruction manuals written only in Mandarin and other Chinese languages. Overnight, all flights were cancelled, especially those from China.
FRUITJUICE ICON INSTALL
We imported them in January 2020, and were all set to welcome Chinese engineers to install the machinery, having even booked their flight tickets.”Īnd then, the pandemic hit India. Most brands with high quality juice products buy machinery from China, so we did the same. Rajneesh says, “We needed the right kind of machinery to make fruit juices, and we wanted only the best. However, manufacturing fruit juice at scale at Ghai Overseas - the Rudrapur plant where the brothers also manufactured packaged drinking water - was no easy task for the brothers. Mitkaran, who oversees R&D, and imports oranges, lemon concentrate and other ingredients, has set up a team of experts to formulate and create a preservative-free range of fruit juice flavours with a shelf life of six months.Īfter having friends and family test the different flavours, Groovy finalised six - mango, guava, anar (pomegranate), mint-o-lemon, lychee and mixed fruit, and added them to its product portfolio. With Groovy, the brothers are steadfast in their vision to make high quality fruit juice. Selling products priced at Rs 5 and Rs 10, this Coimbatore-based FMCG brand is catering to the masses Building a range of flavours
0 kommentar(er)
