Nutritious cold-press juice market in India is at nascent stage: Vishal Jain, CEO, JusDivine Juices

Tell us about the health beverage/energy drinks offered by your brand? How is the market response on the same?
We offer a range of highly nutritious cold-press fruit and vegetable juices. Cold-Pressing not only protects all the vital nutrients and enzymes of the raw produce, but also brings out their natural flavours. It’s the closest you will get to drinking your fruits and vegetables. We formally launched JusDivine in May 2014 and the response has been good. We have been seeing month on month growth since the time we have launched.

How do you see the health beverages retailing market in India as a whole?
I think it’s the very exciting area to be. You can see it with the number of new products being launched. I find that with each passing day, the Indian consumer is becoming all the more discerning and health conscious and is willing to pay that much extra.

How is the consumer demand (in percentage)? How is the growth so far? Which age group do you see buying these products the most?
It is too early for us to judge consumer demand at this point, as we are just 6 months old, but we are seeing good traction month on month. We find that the age group 30-45 seem to be most interested in our products.

Which retail medium do you use to sell your product – modern retail, eTailing or through distributors?
Presently, we are using modern retail and also selling through our own website jusdivine.com.

What is the current consumption pattern of health beverages in India? How do you rate your product in the same category in comparison with other leading brands existing in the category?
The consumption pattern of health beverages is steadily picking up. The cold-press juice category is a very new category and therefore, too nascent to make any comparisons.

What is the percentage of consumers preferring your product? Which age group is your niche target and why?
With our brand presence in various places, our target audience is basically the upper middle class and above, professionals and health conscious individuals. Our juices are preferred by younger audiences as well because of various palette friendly flavours.

What is your strategy to promote energy drinks in the market? How often do you need to change it to retain existing consumers and to lure new lot?
As we are still relatively new, we are in the process of establishing new relationships and channels of distribution which is leading to greater awareness. We are doing extensive rounds of sampling of our various flavours and educating consumers on the benefits as it is a completely new category.

How do you scale the growth and demand of health beverages or energy drinks in India?
I think, it is already happening. As income levels and penetration grow in the coming years, this segment is likely to see rapid growth.