RAW Pressery gearing for aggressive play

Cold-pressed juice-maker RAW Pressery has aggressive plans to double its volumes on the back of deeper distribution as well as higher marketing spend, this summer season.

It will also be strongly leveraging on its brand association with IPL teams — Mumbai Indians and Royal Challengers Bangalore — as the official partner, in the upcoming IPL season.

‘Natural products’

Anuj Rakyan, Founder and Managing Director, RAW Pressery, told

BusinessLine: “We have successfully re-imagined the juices category for consumers by offering them clean-label products that are natural and not made from concentrates. This category is growing very fast and we are seeing strong growth in our revenues every year.”

He is quick to add that “at this stage of our journey, we are not chasing revenues but focusing on customer acquisition and deeper distribution. We aim to double our volumes this summer season.”

The company’s products are currently available in 14 cities in over 3,000 outlets. It has so far been relying on modern trade and e-commerce channels for distribution but is looking to expand to general trade stores too.

“There is a huge amount of headroom to grow within the same stores and the existing cities. In the course of the next 3-6 months, we will also begin directly distributing our juices to general trade stores in these cities,” Rakyan added.

IPL advantage

Referring to RAW Pressery’s association with the two IPL teams, he said, “It is the biggest sporting property in the country and will make our brand accessible to lakhs of cricket fans at the stadiums.” Besides, offering consumers cold-pressed juices and smoothies, the company recently expanded its presence to the almond milk category. “After becoming the leading 100 per cent juice brand, which is not made from concentrates, we want to next become the leading almond milk player in the country over the next 18 months,” Rakyan said.

The beverage player will also take the indirect distribution route to make its almond milk products available at general trade stores. Over the next two years, RAW Pressery is aiming to offer consumers a complete portfolio of beverages. It has also sets its sights on dairy products and packaged water.

“We have established the core values of our brand in the juices category and now we can offer the same brand promise in other categories. By the end of the year, we will look at a launch in the dairy segment and next year we will look at getting into the packaged water category,” he added.