March 13, 2019
Vaitheeswaran K and Sundeep Thakran who launched India’s first ecommerce company Fabmart.com, are back with a new venture, AGAIN, with an intent to disrupt the beverages industry.
The duo on unveiled low-fat milk or yoghurt-based drinks which have a high content of fruits and vegetables, while still retaining a 90-day unrefrigerated shelf life without any preservatives, colouring or artificial sweeteners. They have worked on this product for more than 18 months, engaged with top labs and institutes in India, and people with significant experience in creating food and beverage products for MNCs to create this.
AGAIN will compete in the nonrated beverage market, which is expected to grow to Rs.15,000 crore by 2023, with the company targeting a 2.5-3% market share by then, That would mean a turnover of about Rs.450 crore. For now, the company has piloted its products in 50 stores across Bengaluru and plans to scale it up to 150 stores in a couple of months.
AGAIN has partnered with Namdhari’s Fresh, Godrej Nature’s Basket and online grocer BigBasket, and it’s in the process of finalising more partnerships.
Currently the company is utilising two manufacturing facilities — Nilgiris Dairy Farm in Bengaluru and Quality Milk Farm near Kanchipuram in Tamil Nadu — for producing its beverages.
It has filed for two provisional patents — one for its process and another for its formulation. The founders said they’d look at applying for a more detailed patent in markets such as the US, Europe and Japan.