Nutricane Beverages: A Haryana-based Startup sells Natural Sugarcane Juice 

Nutricane Beverages is a Food and Beverage company that deals in manufacturing and selling natural sugarcane juice. The founders of this company are Dipin Kapur, Neeraj Jalan and Sachin Goel. The company is based in Haryana and was founded in the year 2017.

Sugarcane juice is one of the refreshing drinks one can binge over especially in the scorching heat. The juice is a natural sweetener and doesn’t need any added preservatives. This thought made Dipin and Neeraj making a pit stop during a road trip. But what caught their attention was how the juice was extracted. This clicked the idea which resulted in starting with Nutricane Beverages.

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They thought how to change the way of extracting sugarcane juice instead of primitive way and they first decided to research the challenges and the process entailed and then launch operations.

Dipin and Neeraj first met with several food scientists, and visited research institutes. They explored all the possibilities of preserving and packaging sugarcane juice. However, it was not fruitful as they failed to get satisfactory details to meet the standards they had set for themselves.

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Dipin said, “In fact, we were told how impossible our task seemed, and it was no wonder that no one had accomplished it before. This only spurred us on, and we put together our own team of food technologists and scientists and set up a small lab to start research. Two years of intense work and consumer trials later, we were ready to set up the manufacturing facility we call the 'juicery', and finally launched our product OMG! (from the term, Oh My Ganna) in November 2017.”

They termed FreshFusion a patent-pending proprietary process developed by them. This will allow the company to offer a product that is over 80 percent natural juice content.

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The best part of Nutricane's bottled sugarcane juice is that it comes with a non-refrigerated shelf life of six months, and has no added preservatives or chemicals. The brief, Dipin explains, was simple - to package sugarcane juice, keeping its natural taste, flavour, and nutrients intact.

Dipin stated, “From cleaning the sugarcane plant to extracting and bottling the juice, we maintain strict standards of hygiene and so, getting the FSSAI certification was not much of a challenge. As an environmentally-conscious company, we introduced OMG! in a 250 ml recyclable glass bottle priced at Rs 40.”

Dipin further added, “We use glass bottles as they offer better preservation and help keep both our and the consumers’ carbon footprint low through recyclability, in alignment with the global trend.”

In the first phase, the team is targeting Delhi-NCR, Haryana, Punjab, Maharashtra and Tamil Nadu and the second phase will target the rest of India.

“In the next three years, we intend to see OMG! as the preferred beverage in every nook and corner of the country,” says Dipin.

by Vijay Singh | Sat, Jun 23 - 04:41 PM

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