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Actress <keyword id="6354417" type="PERSON" weightage="100" keywordseo="Jacqueline-Fernandez">Jacqueline Fernandez</keyword> has joined the list of several <keyword id="143" type="CITY" weightage="100" keywordseo="Bollywood">Bollywood</keyword> stars that have turned entrepreneurs. However, unlike her peers, she has stepped out of the movie and fashion industry for her venture, having invested in <keyword id="3256582" type="UNKNOWN" weightage="100" keywordseo="Rakyan-Beverages">Rakyan Beverages</keyword> that makes soup, nut milk, coconut water, and smoothies, under the <a href="http://www.businessinsider.in/small-business/companies/How-RAW-Pressery-is-saving-the-environment-and-helping-farmers-at-the-same-time/articleshow/55030253.cms">Raw Pressery </a>brand. 
 
Also read: <a href="http://www.businessinsider.in/Bollywood-Celebrities-Who-Own-Their-Own-Clothing-Lines/articleshow/49238510.cms">Bollywood Celebrities Who Own Their Own Clothing Lines</a> 
 
With this, she has become the first celebrity from India to part-finance a consumer products firm. 
 
Internationally, singer Madonna has funded coconut water brand Vita Coco, rapper 50 Cent has held minority stake in Glaceau vitamin water, while singer-actress <a href="http://www.businessinsider.in/entertainment/Why-Beyonce-is-one-of-the-most-powerful-women-in-business/articleshow/54198444.cms">Beyonce </a>had invested in watermelon-water startup WTRMLN WTR. 
 "While professional investors take calculated risks, celebrities are believers and users of the brand. Jacqueline has about 13 million followers just on Instagram and can influence buyers. Hence, she is not an ambassador but an evangelist who can have an impact on the topline," founder <keyword id="2431949" type="PERSON" weightage="100" keywordseo="Anuj-Rakyan">Anuj Rakyan</keyword> told <a href="http://economictimes.indiatimes.com/small-biz/startups/jacqueline-fernandez-puts-her-money-in-juice-making-startup/articleshow/58213132.cms">ET</a>. 
 Jacqueline has invested an amount of Rs 3.5 crore, after which the company's worth stands at about Rs 120 crore, similar to the valuation it had got during last year's series B funding from <keyword id="122716" type="CITY" weightage="100" keywordseo="Sequoia-Capital">Sequoia Capital</keyword>, <keyword id="4424885" type="UNKNOWN" weightage="100" keywordseo="Saama-Capital-Management">Saama Capital Management</keyword> and <keyword id="1969929" type="UNKNOWN" weightage="100" keywordseo="DSG-Consumer-Partners">DSG Consumer Partners</keyword>. 
 
It is because of the demand of <a href="http://www.businessinsider.in/enterprise/and-now-coconut-water-from-the-house-of-coca-cola/articleshow/57573169.cms">healthier drinks </a>that the industry is growing faster in India, especially urban centres. Over the past year, Rakyan Beverages has increased its retail network by about 1000 sale points. 
 
(Image source Mr Popat)

Jacqueline Fernandez is now an entrepreneur

Apart from being India’s leading <a href="http://www.businessinsider.in/searchresult.cms?query=cold+pressed+juices&amp;sortorder=effectivedate">cold pressed juice</a> company, RAW Pressery also holds the distinction of being the country’s ‘largest clean label company’ which is committed to being an environmentally sustainable and ecologically ethical brand. 
 
The company has been successful in figuring out a model wherein they are not only avoid harming the environment when it comes to the disposal of the leftover pulp used to make their juices, but have also devised a way to benefit farmers at the same time. 
 
As it is the process of making pressed juices reduce wastage to the minimum by utilising the maximum potential of the particular fruit and vegetable. That being said, there was still the question of what the company would do with leftover pulp. 
 
“Every month we source over 250,000 kgs of India’s best fruits and vegetables directly from Indian farms and plantations and post-juicing, we are left with a rich insoluble by-product. It would be incorrect to call this ‘waste’ since this secondary raw material is nutrient-rich (for soil purposes) and maintained bacteria-free at low temperatures. In order to manage 100% of our <a href="http://www.businessinsider.in/searchresult.cms?query=food+waste&amp;sortorder=effectivedate">food waste</a> and by-products responsibly, we offer this back to local farmers around our Panvel facility as a biologically reprocessed compost. Since it is nutrient-rich it is also used as manure or cattle fodder,” reveals Anuj Rakyan, founder and managing director, <keyword id="3256582" type="UNKNOWN" weightage="100" keywordseo="Rakyan-Beverages">Rakyan Beverages</keyword> which owns RAW Pressery. 
 
Unlike most other beverages which are made from concentrates and additives (added sugar, flavours etc.), cold-pressed juices are made from only natural produce. This implies that the quality of ‘food-waste’ is very rich for the compost and manuring. Given that <a href="http://www.businessinsider.in/searchresult.cms?query=indian+farmers&amp;sortorder=effectivedate">farmers in India </a>have a hard time finding high-quality compost at affordable prices, this initiative by RAW Pressery is a much-needed relief for them. 
 
The company is also strictly against dumping any leftover material into landfills which causes hazardous air and water pollution. 
 
 
 
The reason for this, Rakyan states is because RAW Pressery believes in ecological karma. “To get the best from the earth, we must give back to the earth – hence we ensure that we close the natural loop and give back this material to the farmers,” he adds. 
 That’s not all. RAW Pressery is planning on taking their promise of being an <keyword id="6607915" type="UNKNOWN" weightage="100" keywordseo="environment-friendly">environment-friendly</keyword> brand ahead by making edible items out of its fruits and vegetable waste. 
 
“We generate around 100 tonnes of fruit and vegetable waste per month. Till now, we would find sustainable uses for the waste. 
Additionally, now we are also planning to process it to make products like chips etc," says Rakyan. 
 
Not only have they started invested into R&amp;D, but a team is also in place to figure out what kind of food products can be made out of the waste. For example, the team has already tried making chips out of beetroot and carrot residue that become leftover by-products once the juices are extracted. 
 
At the moment, RAW Pressery is present across eight cities in the country and follows a business model which is a mix of monthly subscription and online sales. At present it claims to have around 25,000 subscribed consumers and sells around 1 lakh bottles every month which are priced between Rs 80-250.

How RAW Pressery is helping the environment and uplifting farmers at the same time

<ul><li><keyword id="1097800" type="PERSON" weightage="20" keywordseo="groovy">Groovy</keyword> was started by two brothers Mitkaran Singh Ghai and Rajneesh Sharma in 2019 under the banner Enhaz Beverages.</li><li>The company currently has two manufacturing plants in Uttarakhand and Jammu and Kashmir, that produce 700 pouches per minute.</li><li>The duo have an experience of two decades in the juice manufacturing business, and have been co-packers for Kingfisher’s club soda and water. </li></ul>In 2019, what was termed as the worst year for India’s fast moving consumer goods (FMCG) industry, two brothers decided to step into this domain by unveiling their juice brand Groovy, specifically targeting the Tier II, III and beyond regions of the country. While the brand was launched in 2019 under Enhaz Beverages, it hit the market in August 2020 as the country was still struggling to minimise the exposure to the COVID-19 pandemic. If 2019 brought a slowdown in demand for FMCG brands, 2020 was the year filled with complexities in operations and supply chain. The company, started by two brothers Mitkaran Singh Ghai and Rajneesh Sharma with an initial investment of ₹10 lakh, specifically focuses on high quality fruit juices priced at ₹10 to offer better quality products to the underserved markets in India. Enhaz Beverages’ product line is claimed to be free from any preservatives and comes in six flavours — mango, guava, pomegranate, mint-o-lemon, lychee and mixed fruit. It will be further expanded in the coming years, as the company introduces other packs within the range of ₹30-₹50. Just like other FMCG companies, Groovy also faced many challenges due to the pandemic. It imported all the machinery from China in January 2020 and was set to welcome a team of Chinese engineers to set them up, but the government decided to close all travel routes from China with the emergence of COVID-19. Clocking ₹15 crore in 10 months The founders of the company waited a couple of months before starting to set up the machinery themselves. The only way to communicate with the teams in China was by email, as WeChat was banned in India and phone calls were definitely not an option. To add to the troubles, the manuals too were in Mandarin. Despite all the odds, Groovy managed to set up the machines and clock sales worth ₹15 crore in the first 10 months of its operations, completely relying on the underserved regions of India. It has marked its presence across Jammu and Kashmir, Uttarakhand, Uttar Pradesh and Gujarat over the last one year. Its products are currently present across one lakh retail counters across these regions. “Whatever we have sold, the sale of ₹15 crore, has been through our offline channels. To add on, the sale has come from one plant in Uttarakhand plant… Our prior experience in this segment helped us in our networking and our distribution channel, which were already set in certain parts of the country. So, that is where we got lucky or you know our effort paid off initially,” Sharma added. It had set up its first plant in Uttarakhand and second one in Jammu and Kashmir in April 2021. The company now claims to have a capacity to manufacture upto 700 pouches per minute, with the new infrastructure in place. The claims that they would have been in line to crack ₹50 crore in revenue if it was not for the pandemic. It expects to hit the ₹30 crore mark in the financial year 2022, despite the second and the expected third wave of the pandemic hitting the country. Prices at ₹10, available in 6 flavours for underserved Indians Both Ghai and Sharma have been in the FMCG segment for almost two decades, but in the business-to-business (B2B) side of things. They have been co-packers for India’s well-known beer brand Kingfisher’s water and carbonated soda from 2000. Besides this, they have also been consultants for Campa Cola, leading seven projects pan India for setting up water, carbonated water, cold drink and juice plants for the company. Explaining their journey, Sharma added that they had been thinking of venturing into the consumer side of things since 2015 and decided to finally step in 2019. Ghai added that Enhaz was not worried about the demand slowdown when they entered the market in 2019. He added that slowdown had impacted products within a higher price range, but products within the price range of ₹5-₹10 were flourishing. “The reach of a good product is not everywhere, especially not in the smaller towns. We wanted to come up with a ₹10 rupees product to solve this issue,” he added. In the fruit juice business, Groovy is not only competing with other Indian brands like Paper Boat and Raw Pressery, but also international brands like <keyword id="567902" type="COMPANY" weightage="20" keywordseo="Tropicana">Tropicana</keyword> by PepsiCo, Real Fruit Juice by Dabur and others. As per an imarc <a href="https://www.imarcgroup.com/fruit-juice-manufacturing-plant">report</a>, the global fruit juice market reached a volume of 44.12 billion litres in 2020. However, 2020 was a challenging year for the Asian FMCG <a href="https://www.business-standard.com/article/companies/nielsen-predicts-revival-of-fmcg-growth-some-differ-as-covid-19-cases-rise-121032600016_1.html">market</a> that witnessed lower growth, according to a report by Nielsen. Groovy looks at domestic, international expansion within a year of launch Groovy is now underway to set up their plant in New Delhi to centrally manage all the locations it is in, and further expand to other regions of the country with an investment of $1.5-2 million. The company will be taking up the north Indian distribution itself and further expand to the southern part of India through franchising in order to reduce its time and cost of distribution. It aims to cover about 80% of the country by the end of 2021. “We are opening up our head office in Delhi so that we can monitor units in different parts of the country, so as to centralise the operations. We are hiring good salespeople and marketing people to set up distribution channels in different parts of the country. We are already in talks with somebody to give a franchise in the south of the country, so that we can start our operations in south India. By the end of this [calendar] year, we should have. We should be covering, I think, 80% of the country,” Sharma added. It also has international expansion on its agenda and is looking into other South Asian Association of Regional Cooperation (SAARC) regions except Pakistan. SAARC is a cooperative frame between Afghanistan, Bangladesh, Bhutan, India, Nepal, Maldives, Pakistan and Sri Lanka. Groovy is also planning to launch a revamped, sugar-free version of its products in the Middle East market. It is currently working on United States’ Food and Drug Administration (FDA) and halal approval to clear the steps towards its international expansion. SEE ALSO <a href="https://www.businessinsider.in/business/startups/news/failure-to-pivot-covid-19-blues-force-amazon-backed-shuttl-to-look-for-a-buyer/articleshow/84056797.cms">Failure to pivot, COVID-19 blues force Amazon-backed Shuttl to look for a buyer</a> <a href="https://www.businessinsider.in/business/startups/news/payments-firm-pine-labs-raises-600-million-as-it-plans-to-go-public-by-2022/articleshow/84162996.cms">Payments firm Pine Labs raises $600 million as it plans to go public by 2022</a> <a href="https://www.businessinsider.in/business/ecommerce/news/why-restrict-e-commerce-players-when-offline-retailers-follow-the-same-practices/articleshow/84068271.cms">Why restrict e-commerce players like Flipkart and Amazon when offline retailers follow the same practices, ask industry experts</a>

A startup that earned ₹15 crore selling juices in India’s suburbs is now looking at international expansion

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Jacqueline Fernandez is now an entrepreneur

BI India Bureau

How RAW Pressery is helping the environment and uplifting farmers at the same time

Poulomi Das

A startup that earned ₹15 crore selling juices in India’s suburbs is now looking at international expansion

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