Deepak Goel

New Delhi, Aug. 29

THE landscape of most cities in the country would soon be dotted with orange-shaped juice kiosks.

Mr Orange Juicing Systems plans to vastly increase its presence from the current 25 kiosks to 1,000 juice outlets in the next two years, with 50 of them to be opened in the next four months.

To be operated on a franchise basis, the kiosks would exclusively offer orange (mixed with sweet-lime and kinoo) juice which would come in two glass sizes. The 200 ml glass would cost Rs 20 each and the 250 ml glass would cost Rs 30 each. Each of the kiosks would cost Rs 7-8 lakh and have the capacity of extracting 10 glasses of 200 ml per minute.

The juice extraction process would involve automatic feeding of the fruits in the machine, squeezing and extraction, thus avoiding touch by human hands. No preservative is added to the juice. The fruits are chilled before juicing and hence use of ice, a major source of contamination in fresh juices, can be avoided.While Mr Orange Juicing Pvt Ltd is the promoter of the brand Mr Orange internationally as well as in India, the concept is being promoted by Fruiticana Produce Ltd which deals in wholesale and retail distribution of fruits and vegetables in Canada. Friuticana is headed by Mr Tony Singh.

With the business of juice growing in the country, farmers who are now shifting to cash crops like fruits may also gain in the long run. As of now , apart from the brands Real and Tropicana and some State-owned labels that come under the packaged category, the juice industry remains largely in the unorganised sector.

The company is initially targeting its kiosks in major shopping malls, hospitals, theatres, bus terminals and railways stations, airports, restaurants and health clubs and already has a small presence in some of the north Indian towns.

(This article was published in the Business Line print edition dated August 30, 2005)
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