How Detox Drinks Are Garnering Growth in Retail Market?
How Detox Drinks Are Garnering Growth in Retail Market?

How did Morning Fresh start? What was the inspiration behind launching the same? Also how has your journey so far?

 It was 2015 when I joined the R&D team at Sericare where most of our days were spent doing intensive research, brain storming and purging the extensive information and insights we have into silk protein, sericulture and its related industries. Our aim was simple, we wanted to use our knowledge and technology to create unique products that could solve a pain-point in the market. This meant, starting from a clean slate, several rounds of critical thinking and feedback and lots of imagination, no room for me-too's. Morning Fresh, as an idea came to us in one such circumstance where in our research we discovered the ability of silk protein to boost liver health. Adding in some market research,we found that it would the perfect opportunity to launch a product 100% made in India, for young and urban Indian's to help them stay fit, healthy, detoxed and hangover free.  After 3 years, 1 patent, 30K + bottles, mistakes, successes, collaborations and learnings, I am 26 and ready to conquer the market with Morning Fresh! 

How do you see the market of detox drinks evolving in India? What are the factors propelling the growth in this segment?

I think the biggest factor is that customers are more and more health conscious. Whether it’s trying new fitness routines, going organic, experimenting with different diets, customers are increasingly becoming more aware of the importance of living a healthy lifestyle. Keeping in mind this trend, we developed Morning Fresh that is completely natural, contains zero fats and carbs, no caffeine and zero added sugars. 

Kindly shed some light on your product categories along with starting and exiting price points? What is your best performing product range?

To appeal to a wide range of palettes, Morning Fresh currently offers 4 flavours- Mint, Cola, Strawberry and Cinnamon. They are all available in single serve 60ml packs with a 12 month shelf life and are meant to be taken as your last drink of the night. They all start from Rs.100 and our best-selling is the Weekend Pack, which contains one of each flavour, perfect for a weekend with friends. We are also in the process of launching other variants, which we will be launching later on in the year. Additionally, we have a range of exciting merchandise and hangover kits that we retail primarily B-B for wedding planners, corporate etc. 
 

What is  your distribution in online and offline space? What are your strategies to scale-up the distribution?

This product sells best with an omi-channel approach, while there are several customers that discover products online and like to read about them, we also aim at targeting our customers at the point of sale i.e. bars, restaurants and liquor stores so they understand the use-case of the product better and it also helps to set the context. Morning Fresh is available on www.drinkmorningfresh.com which is an e-commerce enabled website, Amazon and several other popular online platforms with pan India delivery along with popular bars, restaurants and retail outlets. 

Who do you see as your competition within the same space?

I think our biggest competition is currently any home remedies that people are used to making after a long night out. The challenge here is to educate customers on what the effects of alcohol can have on the body and benefits of removing the toxins quickly with Morning Fresh. While home remedies have been around for a long time, we have a positive outlook on educating customers to adopt Morning Fresh, as it is a standardized and scientific formulation, which has been tested. It is easy to consume and can be carried in your bag/pocket or kept by your nightstand and you wake up feeling fresh and ready to take on the day rather than having to struggle out of bed to find the ingredients and make your concoction.

 How do you procure raw materials for your product range? Also, what are the delivery challenges since it is very fragile product

Morning Fresh is a patented formulation that is made 100% in-house to ensure quality standards of all processes and ingredients.  

Kindly shed light on your current consumer base and day production?

Our customers are young professionals, health conscious men and women between the age of 25 - 35 years. They work hard and also enjoy letting their hair down. They are responsible, well-travelled, and fitness oriented. 

What would be your piece of advice to other entrepreneurs who are willing to start similar business in terms of ROI, break-even and investments?

Play to your strengths, be aware of your weaknesses, always trust your instincts, don't be afraid of change, be nimble and dream big. 

What are your growth plans? 

We aim to be available in all major metro cities offline and be synonymous with keeping people healthy, hangover free and ensure they drink responsibly. Morning Fresh is  in high demand in export markets, which we are actively pursuing. 

 

 

 

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