Joost Juice Bars bets big on growing health awareness in India

Joost Juice Bars logoAustralian retail chain Boost Juice Bars, which is present in India under the brand Joost Juice Bars, is looking to operate about 100 stores by 2020.

The company introduced the natural juice and smoothies bar concept in India through a master franchise agreement with NatureU Enterprises, which currently operates 14 stores in Delhi-NCR and Mumbai.

Joost Juice Bars image 2Talking about the brand’s growth in India, Janine Allis, Founder, Boost Juice Bars Australia, said: “In India, there are challenges due to lack of infrastructure, cold chains and it takes time to build a supply chain. Through the past few years, we have now understood the market. If one looks at the demographics and the potential, I believe India could be one of our fastest growing markets, now that the foundation of the business has been established.”

Allis said factors such as India being primarily a vegetarian market and growing health-consciousness will be catalyst for the company’s growth.

The Indian master franchise expects to be running 30 stores by 2017.

Currently, the company has outlets at airports, hospitals, shopping malls and gyms. It hopes to woo health-conscious consumers with cold-pressed juices, smoothies, low-fat wraps and sandwiches.

The fresh juice segment in the country is largely unorganised and fragmented.

Rivoli Sinha, Founder and MD, Joost Juice Bars, said: “Now that we have established the first few outlets and have a robust supply chain, we believe we will be able to scale up faster. We will expand through roping in sub-franchisees. We have already identified cities such as Hyderabad, Pune, Bengaluru and Ahmedabad for expansion.”

She said while the company would first look at expanding in metros, it would also look at smaller cities.

“For smaller cities, we may have to look at a different model and ensure we price ourselves right. While we operate in a niche segment, we want to ensure we are affordable.”

Overall, Boost Juice Bars have presence in 14 countries and operates about 450 stores.

Joost Juice Bars image

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