From CA to a multi- unit franchisee

Fruzzante is the world’s first and only producer of alco-bev made from chikoo (Sapodilla) extracts. Conceptualized in 2010, the brand is the brainchild of Priyanka Save and her husband Nagesh Pai; the entrepreneur couple has a background in Mechanical Engineering. Under their leadership, the brand has produced more than 25,000 bottles since the wine’s launch on the New Year’s Eve of 2017. The brewery is part of their family’s Hill Zill Resort in Bordi, 25 km from Dahanu, and was instrumentally aided by Dominic Rivard, an award-winning winemaker and cider specialist, from Nova Scotia, Canada. 

Fruzzante was awarded a silver medal at “Drink Outside the Grape” challenge 2017 held in the USA where they were pitted against 145 wines and ciders of the world.

In an interview with Restaurant India, Partner and Founder at Hill Zill Wines and Fruzzante, Priyanka Save speaks about the world’s first brand to make cider style alcoholic beverage from chikoo.

Fruzzante is the world’s first to make cider style alcoholic beverage from Chikoo. How did you come up with the idea? Why chikoo? 

The genesis of the idea untwines the hands of time to my childhood days. I was raised in the chikoo orchards of Dahanu-Gholvad, hence the significant affection for and intimate bond with farm-grown fruits. Things took a turn for the worse when a seed borer disease severely affected the chikoo market in 2004. Farmers’ hands were tied, and they resorted to cutting off the plantations. That struck a chord amongst the entire region, which was the moment that our quest for recognition was coupled with the ardent desire of revival. Hence, our initial idea was to process chikoo in a package-able form. On arriving at the conclusion that it is in the nature of the fruit to ferment, we proceeded to brew a cider-style alco-beverage. 

What makes the Fruzzante products different from that of other alcohol beverage players?
There’s a stark difference between Fruzzante and other players because we are the world’s first and only producer of a cider-style alco-beverage made from chikoo/sapota. We are in turn the only company producing fruit-based and non-grape bottled products in the wine category that is, currently, commercially available. We are both vegan and gluten-free which makes it a healthy choice as well. 

In addition, Fruzzante products are also unique in the sense that they are all home-grown with our brewery set up in the family’s Hill Zill resort in Bordi, 25 km from Dahanu. Apart from intending to glamorize the cider and fruit industry, we earnestly work to put out local farmers on the map.  

By far, which beverage is people's favourite?

Even though we have other variants in the gluten-free range like Pineapple, Mango, and Spice Garden (Cinnamon, Ginger and Honey), our flagship cider-style alco-beverage made from chikoo is still the most favoured of the lot.  

Your business model to reach out to more customers?
In order to reach out to more customers, we envision working with several other fruits while maintaining quality standards. We have currently four varieties of Fruzzante and we are planning to add newer fruits under this brand. We also have a sparkling white wine from Starfruit blended with grapes under the brand name JIWA and a premium honey dessert wine or mead under the brand name ARKA.

In addition, people are looking for authenticity in the products they use because they are being bombarded with adulterated ones. We, therefore, strive to represent honest producers who understand the need of the market and bridge the gap through authentic, unadulterated, and tested products. As a home-grown brand, we bring the traits of understanding, compatibility, and reliability to the table. 

How do you price the products?
The wine MRP is Rs 255 for 330ml. The cost is also considering the 100% excise duty applicable on the product, unlike grape wines that are duty-free in Maharashtra. Also, 20% VAT is applicable, unlike grape wines that enjoy a 16% rebate. We have approached state governments several times to treat all fruit wines as equal and be given the same benefits as grape wineries enjoy. However, we await an answer on the same. 

Also Read: Healthy Alcohol, Premium Rose - The 2019 Alco-Bev Trends To Watch Out For In India

Where do you source your ingredients from?

As mentioned, our wines are brewed only with local produce obtained from the farmers only. Our labels indicate the location of the fruit procured. For instance, chikoo is procured from Dahanu-Gholvad while pineapple from Dodamarg-Sindhudurg all located in the Konkan region of Maharashtra. The farmers are active participants in the entire process and we recognize their efforts by mentioning them on our product labels. 

Your expansion plans?
Apart from tying up with a few distributors to make a good distribution network in Maharashtra, we further envision working with several other fruits in the future while striving to maintain quality standards. We are looking to add strawberry from Mahabaleshwar and oranges from Nagpur soon. 

Key challenges you faced initially with Fruzzante?

We, initially, found chikoo to be a laborious fruit to attract in the market; there were problems of high pH levels, uneven ripening and low shelf-life. Chikoo is immensely dissimilar to fruits like grapes which ripen naturally and harvest easily. It rather requires controlled environments, and hence we resorted to ripening in chambers that control the natural ripening process as opposed to non-organic means. The benefit was uniform ripening and better quality of juice, thereby, resulting in a quality product.

We invariably faced several challenges in terms of processing the fruit where our experience spanning over a decade in Mechanical Engineering came to the fore. We also implemented sustainable means for cost savings which include north facing stilt levels (least sun exposure) for winery location to ensure less cooling load resulting in power savings. The further implementation of ozonators helped maintain hygienic and sterile conditions in the facility to keep the products free from unwanted bacteria and viruses.

There were also challenges in packaging the highly perishable fruit, which was eventually solved with the help of a fully automatic bottling filling machine. This enabled appropriate and efficient rinsing, filling, and capping of the bottles. Therefore, the bottling along with our air-conditioned storage facility helps maintain comfortable temperatures for product storage.

With all the challenges we have faced, we haven’t relinquished or compromised on our stance of placing quality before anything else; a vital element in any process. 

The key challenges you foresee and how do you plan to cope?

The key challenge is to compete against the grape wine industry that enjoys 100% excise duty exemption as well as VAT rebate. Due to tax implication, our cost is higher as compared to a grape wine of a similar nature. The USP of our product that it’s made from actual fruits without the use of colours or flavours attracts the consumers. We are in talks with the government for extending the same tax holiday that the grape wine industry enjoys. 

Your take on helping the native Warli Tribe?
Fruzzante is a brand that is socially aware as it is innovative. We never fail to understand the vital role played by the native Warli Tribe. Apart from promoting native growers by mentioning them on each product, the proceeds from the sale of the special “Starfruit Jiwa” flavour of the drink are contributed for the well being of the native Warli tribe. They deserve immense credit for their perseverance and efforts in reviving the chikoo market.

How do you see the concepts like Fruzzante for the Indian market - in terms of customers and consumers both?
Authenticity, reliability, and quality are the core aspects consumers are either consciously or subconsciously seeking in today’s market. Hence, more home-grown concepts built on these three pillars are likely to impress them and, thereby, garner recognition. The modern market is much more inclusive of audiences than it was perhaps a decade ago, with more emphasis on individual experience rather than aggregates. Hence, it would bode well for new players to derive something meaningful and take the consumer through an engaging journey.

The Indian food and grocery market is the world’s sixth largest, with retail contributing 70 per cent of the sales. The Indian food retail market is expected to reach INR 61 lakh crore (US$ 915 billion) by 2020 according to a sectoral report by Indian Food Resourcing.

Beverages have proved themselves to be smart movers and are continually developing innovative marketing techniques to penetrate modern retail.

Retail Market in India is estimated to reach USD 1 trillion by 2020 from beverage market. The Cafe’ market has witnessed an aggressive expansion by established brands, both domestic and international. Over the past five years, the café culture has grown with many new cafés opening across all major Indian cities. According to a report by FICCI, the market size for cafe’s is around INR 25,000 crore and is growing at 10 per cent per year. Newer brands such as Starbucks and Costa have been aggressive with opening new branches all over.

Rational Consumer

"With people inclining towards relaxing and going out more often, they are exploring new products very frequently. As a provider, it's exciting to see evolving trends in the market, being able to fulfil demands and introducing new products”, says Jasmeet Singh Marwah, Chairman and Managing Director at Funbars Hospitality Pvt. Ltd. adding that as a provider, he is excited to bring some of the best International brands to the country. Consumers are keen on trying new brands and exploring their taste buds as well."

India, with its population of 1.2 billion, is one of the largest consumer markets in the world. It is also demographically one of the youngest with around 50% of its population below the age of 25 and around 65% below the age of 35. The majority of Indian consumption of food and beverages is driven by people between the ages of 18 and 40. The appetite of the young Indian population has been a key driver in industry growth. With India’s population skewed towards younger consumers, each of these beverage categories has significant growth potential in the coming years. Indian consumers are now more mindful about what they are consuming. At the same time, it opens the opportunity for manufacturers to come with more varieties. Also they have to keep in mind that India is a price sensitive market and prices will always have an impact on what products consumer buy and how often they buy them. As such, there may be scope for manufacturers to offer beverages at multiple price points to ensure there is accessibility for the nation’s wider audience.

Energy Drinks

Talking of growth, market potential, sales and profitability in the beverage category, the energy drinks segment has been attracting a lot of consumer traction and performed impressively in recent years. Since its emergence in the Indian market, the energy drink category has enjoyed remarkable success, displaying a good growth in sales. “India’s energy drink market was valued at USD 3663.7 million in 2017 and is expected to reach USD 4626.1 million by the end of 2022, growing at a CAGR 4.5 per cent. Increased urbanisation, rising disposable income and growing health consciousness among the Indian youth has increased the demand for non-carbonated drinks. At the same time, long and erratic working hours and the trends of social gatherings are driving Indian consumers towards the consumption of energy drinks. So there exists plenty of demand for the category,” says Abhinav Biswas, Sales and Marketing Head, Goldfogg India. It shows that today energy drinks are no longer confined to bottom shelves of modern retail and have acquired the status of mainstream beverages. 

The newly launched outpost of India's one of the popular concept bar chain, The Bar Stock Exchange offers a refreshing change from bringing to its customers stunning high ceilings, elegant esoteric seating amidst a free-spirited vibe in an otherwise corporate jungle.

Bar lovers can trade high with the all new TBSE at Lower Parel which is open all day long.

Aesthetic symmetry, great geometric precision in a stunning design that can be as public or private in the blink of an eye - The Bar Stock Exchange (TBSE) Lower Parel is Mumbai's stunning best yet, lending itself as easily to a corporate meeting as to a perfect date (night) or a pub crawl with friends.

Currently the biggest TBSE in India, this Lower Parel gargantuan is the magnum opus of the now '7 outlet' chain in India.

Spread across two floors in an area of 7000 square feet, it is reminiscent of a secret Manhattan loft that is roomy and spacious- rethinking what can be done with space itself.

“ We wanted to break the monotony in a commercial complex and whilst you are dining/ drinking here, transporting your day to a more exciting, aspirational with high ceilings, glass windows and a relaxed, urban, 'Alive' vibe. We have also concentrated greatly on our food with our two chefs, Kshama and Gaurav creating an extensive menu that is as perfect for night out with friends as for a corporate meeting or a dinner date,” shared Mihir Desai, Co-owner, Corum Hospitality.

What’s new in menu

Launching their new menu across all TBSE outlets, the Lower Parel outlet will also host a special lunch menu, brunch menu and a new cocktail menu soon. We now have 165 items on the menu from across multiple cuisines - lavish meals, shakes and a barrage of starters. We have also paid great focus to the Indo-fusion on the menu and converted everyday 'Mumbai' bites such as Misal Pav and Chole Kulche into gourmet bar eats.

"Recently launched in all TBSE outlets, this menu is our biggest yet and has best of both our sensibilities. We have incorporated local flavours, international favourites as well as married some unconventional, unusual and gluttonous flavour profiles to suit the experimentative palate. Our presentation has also evolved and we serve our dishes in plating that best goes with its ethnicity yet lined by a serious 'TBSE' twist. Also stay stuned for our weekly specials available only on request and paired with our new cocktail menu due to be launched soon,” added Kshama Prabhu (Executive Chef) and Gaurav Gidwani (Executive Chef and Food and Beverage Director).

With a brand new food and cocktail menu, this ambitious project houses a special deck for music events, state of the art DJ console, workshop cum co-op space and a lot more. 

As Indians are moving towards a more healthy and friendly lifestyle they are relying more on fresh and natural products. And, I am very proud to say that in 2016 alone there are numerous brands who have entered into the segment.

Especially when we talk about coconut water segment, the market is already estimated at 2600 crores, but this is the unorganised segment that consists of coconut vendors selling from push carts. And, the industry is expecting this market to grow considerably as packaged coconut water brings shelf life and portability benefits and therefore increases the footprint across the country where coconut water can be sold.

There is an increasing demand in packaged coconut water for a few reasons:

Consumption is already high: the unorganised sector sells over a billion tender coconuts each year as a beverage to Indian consumers. Hence, it is giving a way to organised players and retail giants to enter into the segment citing the potential that the segment offers.

Food safety is major concern: With magi issue breaking headlines in India, food safety has become a major concern after that. Not only people but government is also very active in meeting the parameters attached to food safety. There is increasing awareness about hygiene and food safety, and packaged coconut water is perceived to be safer than drinking straight from a cart.

Healthy is trendy: Health has become a buzz word and the health food and drink category has seen significant growth over the last few years. Consumers no longer select drinks purely based on the taste - health has become paramount in the decision making process. Drinks without any added sugar or preservatives are extremely difficult to find in the market and there is a palpable demand for such products.

It’s all about being natural: Coconut water in itself is one of the most nourishing, nutrient rich, hydrating liquids that you can find in the natural world. As awareness grows about the goodness of coconut water for health, beauty, concentration and a host of other health benefits, the demand has started to increase. Several brands have started entering this space because they believe, as we do, that coconut water will become the biggest beverage growth story over the next few years.

Therefore, with the opportunity that the segment offers we can see some good work happening in the sector.  

Chef Kunal Kapoor is a known face in the Indian F&B industry. Running a restaurant to hosting the show MasterChef India, he has a vast experience in the food industry. In an exclusive interview with Restaurant India, he tells about the latest F&B trend and the shifts in the eating habits that Indians are going through.

Coming from the family’s of bankers, how did you manage to enter in the F&B industry?

I have grown up seeing men cooking in my family and seeing my father cook the Sunday meal, really inspired me. He would always make me sit with him and tell me a little about every ingredient. I soon earned the title of 'Chief Stirrer' at home.

I heard about the hotel management course from a friend. I was terrible at math and thought why not try this. Soon it turned out that I knew more about food than peers because of the time I spent in the kitchen as a kid. Gradually I got more engrossed in the profession and cooking and trying out new dishes gave me a real kick. It is perfection- art, science, math all rolled into one! 

How did MasterChef happen? What are the challenges that you went through while handling the show?

It just happened that star plus approached me for this show. I was surprised and asked why me? I was told because of the best restaurant awards that I have earned for my restaurants. Hence, they found me a credible judge for the show. On the show one of my biggest challenges was to deal with elimination. There were many people with so many dreams and telling them that they could not make it to the next round was heart breaking.

What according to you is the latest trend in the F&B industry? And which cuisine you find is exciting in the world?

The latest trend in the food and beverage industry is sourcing local, seasonal and organic produce. There is a huge emphasis that I see where chefs are researching local cuisine and bringing out the local seasonal produce in a new avatar. Recently I launched the new signature kebab at the Leela Gurgaon Indian restaurant, called Haleem kebab.

How has the shift changing in the eating habits of consumers in India?

There has been a major shift in the eating habits of consumers in Indians are now willing to explore and try out different cuisines which was not seen earlier. It's also seen that people now are turning towards a healthy lifestyle and food habits. They still wouldn't want to compromise on the taste!  

What according to you is the one thing that can transform a bland meal into a banquet?

Any kind of herb when added to a bland meal can transform a bland dish to a banquet dish. For example a regular yellow dal if given a tarka of basil, kadi patta and chili and garnished with lots of chopped coriander would instantly become more appealing.

Tell us something about your Book ‘A Chef in every home’

‘A Chef in Every Home’ is my first book, an honest attempt to explore international cuisine and simplify it so that everyone can experiment with these dishes in their own home kitchens. The recipes are fuss- free and have been created keeping in mind ingredients and equipment that you would find in a normal Indian home kitchen. The techniques have been simplified too, making the book truly A Chef in every home. 

What advice you would like to give to an aspiring chef in the industry?

Experiment with flavours, textures and presentation. Try new ingredients; try old ones with a new technique and create your own unique dish.