Face to Face–Technical
regular checks to ensure
these standards. Our
facilities are regularly audited
by independent auditors
and also visited by some of
the most demanding global
customers. The facilities are
certified to global hygiene
and food safety standards
such as FSSC 22000.
8
Cast some light
on your marketing
strategies to build the
brand
When we began, we got a
lot of reviews that our
pricing is on the higher side
and the Indian consumer
would not be willing to spend
Rs 100 – 150 on a bottle of
juice for their daily breakfast.
However, we have not found
any evidence of that being
true. The average Indian
income has been increasing
over the last few years and
now they are willing to pay
this price, provided the
value is clear. If there is
one thing that I can say
about the Indian consumer
is that they are pragmatic
and value-driven. They are
ready to pay the price if
they find a product like
ours, which stays true to its
promises.
We have a subscription
model for our products,
which works well for
us. Customers place a
single order for all their
requirements for the coming
3-4 months. They do not
need to place multiple
orders – just like milk, the
juice is delivered to your
doorsteps ready for your
consumption.
9
Second Nature has
recently expanded
into Bangalore,
Gurgaon and
Hyderabad. Why were
these places chosen?
The awareness of the
category is growing rapidly
in these markets. Hence, the
organic demand generated
here is higher. Also, we are
working on setting up a
logistics network to ensure
high-quality product delivery
to all markets. This is easier
to do in tier I markets before
replicating in other markets.
10
Tell us about
your share in the
juice market. What
percentage of the
juice market is held by
Second Nature?
after a day or two. It is a
critical part of the entire
food and beverage puzzle
that needs to be resolved in
our country.
13
Tell us about
your distribution
network. How well are
you placed in India?
your juices among
consumers?
We have received excellent
responses in the Mumbai
market so far and are now
looking to replicate similar
responses in the newer
markets where we are
entering.
12
Tell us about the
These are very early days
major challenges
for us in a category that is you have faced being in
still nascent – hard numbers the beverage industry
around the size of 100 to consumers?
percent natural juices market E v e r y b u s i n e s s h a s i t s
is not readily available yet. challenges. For juices, we
Our intent currently is to in India are lacking in an
increase the
established
availability of
cold chain
To encourage
Second Nature
infrastructure
and support
and make it as
a n d
t h e
good agricultural consumer and
convenient as
practices in
possible for our
retailer level
India, build a
customers to
understanding
culture of food
buy/subscribe.
of how much
safety and
For this, we
it impacts
are still adding
the quality of
hygiene
more people and
fresh produce.
strengthening
This lack of
our teams. In terms of infrastructure undoes a lot
growth, our aim is to grow of the good work that has
as fast as possible without been put in at the farm level
compromising on the quality – today, grapes from Nasik
of the product – we are still are sent to both Mumbai and
in a new category, and the London. In Mumbai, they
market is still learning how hit the shelves within 24-48
to handle it.
hours, while the process
takes 4-6 weeks for London.
However, the grapes in
How successful
London are fresher after
you are till
those 6 weeks as compared
date in getting
to the ones in Mumbai sold
the popularity of
11
Drink Asia
34
March-April 2019
Second Nature has spent
recent months setting up
its supply chain and building
relationships with supply
partners in Mumbai, Pune,
Bangalore, Hyderabad and
Delhi. Distribution and
supply chain are set up in
a manner that can scale.
We are also available at
https://getsecondnature.
com/ and on Big Basket and
at Amazon.
14
Put some light
on your future
plans. Are you planning
to expand your
wings in the overseas
markets as well in the
near future?
To encourage and support
good agricultural practices
in India, build a culture of
food safety and hygiene. To
produce products that we
are happy to offer to our
children, which have the
natural taste and nutrition
the way nature intended it
to be. While following all
of the above, make these
products available to as
many consumers as possible
in an affordable format.
To make this a sustainable
operation, we would like
to make this venture a
p r o f i t a b l e b u s i n e s s . We
are planning to expand its
product range and sales
radius to have a presence
across India and probably
overseas.