India’s first e-commerce founders enter beverage market: AGAIN

The duo who opened Indias first e-commerce website now on Wednesday have ventured into the beverage industry and launched – low-fat milk and yoghurt-based drinks having high content of fruits and veggies, while still keeping a 90-day un-refrigerated shelf life without any preservatives, colouring or artificial-sweeteners. “We’ve worked on this product for more than 18 months, engaged with top labs and institutes in India, and people with significant experience in creating food and beverage products for MNCs to create this,” Vaitheeswaran said.

AGAIN will compete in the nonaerated beverage market, which is expected to grow to ?15,000 crore by 2023, with the company targeting a 2.5-3% market share by then, he said. That would mean a turnover of about ?450 crore. For now, the company has piloted its products in 50 stores across Bengaluru and plans to scale it up to 150 stores in a couple of months.

So far, AGAIN has partnered with Namdhari’s Fresh, Godrej Nature’s Basket and online grocer BigBasket, and it’s in the process of finalising more partnerships, the founders said.

Currently the company is utilising two manufacturing facilities — Nilgiris Dairy Farm in Bengaluru and Quality Milk Farm near Kanchipuram in Tamil Nadu — for producing its beverages.

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