RAW PRESSERY

Packaging:
RAW Pressery, the pioneer of cold-pressed juice technology in India. RAW
Pressery juices are free of any preservatives, chemicals, added sugar and
water. All their products are FSSAI (Food Safety and Standards Authority of
India) certified and we follow strict HACIP guidelines.
RAW Pressery currently retails its blends across two product categories:
Benefits: 10 variants in the market, the Benefits range comprises of coldpressed fruit and vegetable mixes, bottled in 250 ml and 410 ml sizes, to
cater to retail and direct-to-home consumers respectively. The 250 ml
bottles are available at premium retailers for Rs 150 per bottle. The 410
ml bottles are available as part of the cleanse package which can be
purchased directly from RAW Presserys website.
Basics: Flavour that triumphs taste buds; the Basics range is constituted
by single fruit variants. With Watermelon (Rs.50), Pineapple (Rs 65),
Mango (Rs 80), Guava (Rs 80) and Pomegranate (Rs 150) retailing in
250ml bottles, the company soon plans to launch the same in multi-serve
1 liter packs as well.
Their offering also includes Detox cleanse bundles which are one day, two
days and three days body cleansing courses which include six concoctions
in 410ml bottles.
The packaging and labelling of their offerings was created to have a
consistent, effective visual identity. The use of clear, square PET bottles in
the universe of tetra packs is just a differentiator on the shelf but gives an
assurance of quality and purity, with taste appeal. The labelling on the
bottles is original, bold and simple and ensures visibility of the logo on the
various coloured juices. The logo is also linked with the fruit graphic
reinforcing the brand promise to rely on the fruit AND NOTHING ELSE
a tag line which it proudly displays on all its juices. The free flowing
illustration style is candid, uninhibited, honest, and true to the brand
Raw.
Also of note is the chronologically highlighted timings written on their
Detox cleanse juice bottles stating the hour at which they should be
consumed which is seamlessly integrated into the labelling.
From the bottle format, to the logo and the illustration style, to the tone of
voice of the back of pack copy and the way the information is presented,
everything works in tandem to deliver the brand message: Raw Pressery is
truly All Good, No Bad.

Anuj Rakyan says that their unique design helped them make a mark early
in their journey. "This allowed us to be different in a marketplace that
breeds clutter. We found ourselves well differentiated, attractive,
comprehendible and focusing on elements that mattered."
Also RAW pressery uses plastic bottles instead of glass bottles as they
found it to be a better choice as it uses less energy than glass to be
recycled, is lighter than other options, meaning less fuel is used to create
and deliver each bottle. The bottles and caps are food grade PET, 100%
BPA free and completely recyclable.

Distribution:
They have an experienced and dedicated team based in their facility in
Thane, Maharashtra who produce the juices on a daily basis. They claim to
source only the freshest and best quality fruits and vegetables directly
from local farms. They also have contract-vendor relationships with the
farmers to support the growing farming industry in India.
Care is taken of the peeling, chopping and shredding of the fruits and
vegetables before the cold-press process begins and it is ensured that the
produce never comes into contact with human hands as it turns from solid
to liquid form.
RAW Pressery is the current market leader in the space in terms of both
sales and logistics. Their products are available across seven cities
Mumbai, Pune, Delhi, Bangalore, Gurugram, Hyderabad and Chennai. RAW
Pressery will soon be available in Ahmedabad, Kolkata and Chandigarh.
They also retail at premium retailers like Foodhall, Godrej Natures Basket,
Reliance Retail, Aditya Birla Retail, hotels like Marriot and Hyatt, to online
stores like Bigbasket, Grofers, ZopNow, Zomato and Holachef. The juices
are now also available at leading international coffee chains and at the
Mumbai International Airport.
The future of the products rests in juicing the freshest locally sourced
produce. Farmers therefore play an integral role in shaping the future for
RAW Pressery. They are working on contractual relationships with
cooperatives and organized farming, leveraging their strengths to core
activities like demand forecasting and harvest planning. As for the
distribution strategy, they follow a hybrid model amalgamating both direct
and distributor models on the basis of the scale of the business and its
requirements.

RAW presser is currently available at over 600 points of sale panning

across retail, online and institutions. RAW Pressery is backed by its
superior delivery network and is the only cold pressed juice company to
be present across the seven leading cities in India. They deliver juices to
households across Mumbai, Pune, Delhi and Gurugram, every morning,
every day. Raw presser will soon plan to expand to Ahmedabad, Kolkata,
Chandigarh and Goa.
However, scaling up to new geographies and channels has been
challenging. Lack of a reliable cold chain and poor infrastructure at retail
checked the growth of the brand. They are learning every day and
adopting practices which have never been the norm in the industry air
freighting across the country to ensure freshness and customer
experience, commitment to replace stocks ahead of the expiry date and
delivering direct-to-home orders with the Dabbawala network, to mention
a few. They are planning to expand to 15 cities in India covering over
2,000 points of sale and also pave their way into the Middle East.