Anuj Rakyan’s startup story is literally a ‘healthy’ one. He was looking for work he’d love and at the same time, wanted to change his lifestyle for the better. After multiple recoveries from health related issues, Rakyan finally got on the path of changing his consumption habits, which led to the setting up of RAW Pressery.
RAW Pressery, a range of juices made with cold-pressed technology began three years ago.
India is the largest consumer market for fruit juices. But there is a huge gap between juice and health: a gap filled to the brim with sugar. He soon realised that the time was right to organise a widely unorganised sector and make it healthier.
RAW pressery’s marketing started at grassroots. Before even finalising their core products, they had the logistics in place. They banked on Mumbai’s dabbawala network for its morning delivery.
RAW Pressery is currently considered a cult brand. It recently added coconut water to its portfolio, a non-heated or treated drink. RAW Pressery piloted soups in Nature’s Basket outlets. It also intends to launch the country’s first packaged ready to consume soups and smoothies for kids.
Health as an area of appeal is going through the roof. RAW Pressery in spite of its stiff asking price has the potential to become very strong. For one, it’s got the name right RAW is a good brand name since it cues raw ingredients. However the main challenge is how long its first mover advantage will last as the large FMCG giants will swoop into the space sooner or later.
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