Freshtrop Fruits Ltd., a leading exporter of grapes and pomegranates, has forayed into cold vacuum-extracted juices segment by introducing fresh fruit and vegetable juices under the brand Second Nature.
Freshtrop, operates a modern juice processing plant at Nashik for Second Nature.
The company had invested about ₹25 crore in the new project which had been funded through internal accruals and borrowings from banks, according to a top company official.
“Our aim is to provide healthy and nutritious food, with convenience and at reasonable price,” said Dipti Motiani, founder and chief product officer, Second Nature. “We believe that the best way to have fruits is when plucked from the tree. The next best is what we do at Second Nature by providing 100% cold extracted (not cold pressed) fruits and vegetable juices after sourcing [them] directly from the farmers,” said Ms. Motiani.
Cold chain
“To maintain the nutrition levels of our range, [a] cold chain is essential and that is why we have decided to go for a phase-wise expansion to supply our juices across the country,” the brand’s founder said.
To begin with, the company has introduced its products in the Mumbai, Nashik and Pune markets in 14 flavours with plans to go in for pan-India retail expansion in a phased manner.
She said healthy food movement is rapidly growing as a global trend and growing number of people are opting for fresh and high quality of products to improve and extend their quality of life.
“Our products are priced between ₹80 to ₹150 for a 250 ml bottle and our effort is to make it affordable so that more people can access our range,” Ms Motiani added.
