Back-road to Purity : Emerging food-tech startup is planning to launch fresh fruit juices home delivery in Pune

The Indian beverage market size is around INR 65,000 crore. With the increased awareness of overall health and diet and change in consumer behavior, the organic and natural healthy beverages are likely to grow at a rate of 14% CAGR.

Global giants like Coca-Cola, PepsiCo and indigenous mammoths such as Dabur, Parle, Godrej, and Amul etc. has been dominating the Indian beverage market. But, in the last two years, the Indian startups have grabbed the attention of both consumers and investors, both in the categories of dairy based beverages and fruit juices.

Taking a further leap, an anonymous food-tech startup is planing to launch a new concept by delivering fresh fruit juices, right from the local vending partners to the consumer's doorstep in Pune. According to the sources, the company is focusing on some remarkable features to begin their exciting business voyage. They are planning to get the product packed by their own from consumer's chosen favorite partner as per the locality . These juices will be delivered at a lightning fast speed as they are targeting to maintain their logistics as their USP, so that the consumer gets the product as fresh as he gets it, right at the store. Also theses juices will be 100% pure, unpasteurized and raw in their form unlike the artificial sugar and preservatives found in Packed fruit juices available in market.

The company is planning to deliver the juices on fixed subscription model. This allows the consumer to chose a fixed subscription model to get their favorite juices as a daily routine affair, without facing a hustle to order every-time they need their juices.

Consumers are getting well informed and their preferences are shifting towards healthier lifestyles with increased health awareness about the lifestyle diseases. These health conscious and highly aware consumers now prefer organic fruit juices over packaged drinks with artificial sweeteners and preservatives. Fresh juice has become especially effective with today's fast-paced lifestyle, where dining trends are veering toward healthy to-go instead of time-consuming sit-down options.

Juicing allows you to get lots of nutrition in a very concentrated way, so I think that's where our society goes. people want it faster, quicker, better-more. Our modern lifestyle brings a lot of stress and toxins into our body and it's important to help eliminate them.