Growing a maiden category, RAW Pressery eyes Rs 120 cr in revenues by 2020
RAW Pressery, a home-grown brand that started with cold-pressed juices, has now introduced dairy-free almond milk to its portfolio of pure and healthy beverages. Though Indians are familiar with the traditional ‘badam doodh’, potential customers do need some education about this product as it is completely plant based and is dairy free.
As a brand, RAW Pressery has been trying to position itself as an edgy, quirky, simple and healthy brand. Their ad film for the new almond milk follows the same ethos. Conceptualised by Mumbai-based agency What Works, the film encapsulates the emerging health-conscious Indian consumer who follows an active lifestyle. It portrays activities like calisthenics, battle rope workout, swimming, yoga, cycling and running which are a part of the active lifestyle of today’s millennials.
For this campaign they have taken real people for this ad, including athletes and national champions from different walks of life. The swimming pool shot in the film is performed by Ridhi Sampath, who is a 100M freestyle swimmer from Bhopal. Sharing her experience of shooting an ad film, she says, “Doing what I do on a daily basis, but this time in front of the camera was a challenge, however it was an amazing feeling and a lovely experience overall.” Other people featured in the ad include, Aslam Shah, who performs calisthenics; Eshaan Sharma, a professional cyclist; and celebrity chef Harsh Dixit. They believe that the ad will impact and motivate people to make better food choices and lead an active lifestyle. While Jacqueline Fernandez is also featured in this ad, she showcases her everyday exercise routine like the others featured.
Harnessing a maiden category
Launched in 2013, RAW Pressery had first started delivering through subscriptions on their website and also through the famous Dabbawalas in Mumbai and Pune. They were the first brand to launch cold-pressed juices as a category in the retail segment in 2014. The brand claims that no juice brand ever had ventured into the concept of cold-pressed beverages. Initially, the product made by RAW Pressery had a shelf life of just 3 days. However in 2016, they encashed into a new technology called High Pressure Pasteurization (HPP), which then allowed them to increase the shelf life of the product to 21 days. RAW were the first ones to get the first two machines in India. This process doesn’t involve any kind of boiling or blending as both the processes destroy the cellulose structure of the fruit and the nutrition apart from killing bacteria. HPP is known for killing 99 per cent bacteria without ruin the cellulose structure of the juice. Cold-pressed juices are essentially juices retrieved by pressing the fruit between two metal plates, similar to how the local sugarcane vendor gets the juice out. This process also maintains the original taste of the fruit itself. Adoption of this process got RAW Pressery a lot of traction from its early users.
RAW Pressery focuses on making juices like you would make at home with no preservatives, colour or sugar. For example, for the orange juice made by RAW, the oranges are actually Valencia oranges which are a breed of oranges known to be the pulpiest and juiciest. These oranges are sourced from Egypt and South Africa.
RAW Pressery claims to be in a category of its own, called cold-press juices. Incorporated as a part of Rakyan Beverages, to ensure high-quality and temperature-controlled distribution, RAW Pressery manages a cold-chain fleet of refrigerated trucks for primary and secondary logistics and warehousing in several cities. The products are available across leading national modern retail chains such Godrej Nature’s Basket, Food Hall, Aditya Birla Retail, etc., in institutions like Hospitals, Airports, Airlines, etc., in hotels such as Marriott, Oberoi, in e-commerce portals such as Big Basket and Grofers, food tech like Swiggy, Faasos and even home-delivered in leading metros. It is the nation’s leading cold-press juice brand available across 13 cities in over 2000+ points-of sale in India and Middle East.
RAW Pressery doesn’t have a national presence yet nor have they really ventured into the realm of above the line (ATL) marketing. However, they do it on a city specific level and were the official sponsors for Mumbai Indian and also teamed up with Royal Challengers Bangalore for the IPL in 2019.
They have a strong focus on digital and call themselves a digital-heavy brand. Most of their activation and budget goes into targeting and segmenting. This basically means that they make efforts mainly to go to the right audience with the right message. Events like marathons, corporates and sampling play a vital role is spreading awareness about the brand and they do this extensively. They also have an IP called Yoga Rise, which has been conducted 20 times and also follows a ticketed format. Actor Jacqueline Fernandez has conducted a couple of these workshops and there are further plan to involve more celebrity yoga instructors for this.
The fruit-based juices category is one of the fastest growing categories and is projected to grow at a CAGR of 15 per cent over the next three years. At present, the Indian packaged juices market is valued at Rs 1,100 crore (US$200 million).
RAW Pressery looks to grow at 65 per cent CAGR and is eyeing Rs 120 crore in revenues by the end of 2020. They have not only gained rapid share in the market, but have also managed to expand the market for brands targeting the health conscious consumers.
According to Smritika Sharma, Marketing Head, RAW Pressery, “We would like to think that everything – from home-made juices right up to manufactured juices – are our competition. We have competition from everything that exists in this market from a consumer’s perspective.”
Due to economies of scale, RAW Pressery actually manages to give a product that is better, faster and fresher as well as delivered at the consumer’s door step, Sharma said, adding, “For a health conscious person or anyone who enjoy pure juices, selecting such a product is much more easier and cheaper rather than making their own juice, which involves a person’s time, money and energy to do this themselves.”
She further said, “Our efforts have actually made other brands become more consumer-centric.”
The target audience for RAW Pressery are people who want to make better food choices. A typical estimate would be female and male millennials in the 18-45 age group. However, these juices are also enjoyed by children as the product speaks for itself. Therefore, the consumption target audience could be anyone.
There are quite a few juice brands that have been present in the market for a far longer time and have built up a strong foothold in this sector, as compared to RAW Pressery, which is a fairly new brand. RAW plans to tackle this by first increasing their distribution. “Our ‘dialogue’ approach rather than ‘monologue’ creates more engagement for the brand,” affirmed Sharma.
RAW Pressery has already initiated its plans for the festive season this year. The brand has tied up with Disney for the Marvel limited edition pack. Marvel created special artwork for RAW, which created a great activation for the brand.