The year 2020 has been tough on almost every industry. From travel & tourism to apparel shopping, every industry has experienced a huge hit. But one another industry, amongst many others, that witnessed a downfall was the FMCG industry.
People became more concerned with what they were consuming and were more inclined towards healthy food choices.
This shift of lifestyle helped a brand to become more successful during the pandemic. Enhaz Beverages launched Groovy Juice, run by two brothers Mitkaran Singh Ghai and Rajneesh Sharma, in 2019. Groovy Juices are high-quality juice packs.
The brothers started the brand with an initial investment of ₹10 lakh. Their aim was to introduce high-quality fruit juices but at an affordable price of ₹10. The brothers also wanted to offer better quality products to the ‘underserved markets in India’.
Groovy Juice is available in six different flavours like mango, guava, pomegranate, mint-o-lemon, lychee and mixed fruit. Their product is claimed to be preservative-free.
Though the brand dealt with a healthy food diet, the pandemic still affected the brand operations immensely. In January 2020, the company had bought all the machinery from China and was expecting a team of engineers from China itself to travel to India to help set them up. But with the borders closed, the company experienced a huge fallback.
The brothers did not give up but ultimately decided to set up the machines themselves but with the help of the Chinese team via email.
Fighting all odds, the brothers were able to lead the company in the right direction leading to sales worth ₹15 crores in just the first 10 months of its operations. Groovy Juice is widely available in Jammu and Kashmir, Uttarakhand, Uttar Pradesh and Gujarat and is soon to be expanded to the other parts of the country.
The brothers had estimated a ₹50 crore revenue in 2022 but the pandemic has put their plans a little behind. Now they aim for at least ₹30 crores in revenue by 2022.