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How AloFrut Is Bringing Ayurveda-Inspired Beverages To The Modern Indian Consumer
- Homegrown beverage brand AloFrut offers ready-to-use ayurvedic remedies at scale, blending traditional knowledge with modern convenience. Its flagship drink is a proprietary fusion of aloe vera juice, pulp, and fruit mixes produced at its manufacturing units in Kathua (Jammu) and Ambala.
- AloFrut invested heavily in marketing to build its brand identity from scratch and ran several campaigns online and in stores to attract health-conscious consumers. It currently offers 48 SKUs under four categories - juices, mocktails, energy drinks, and green teas.
- In 2023, Kolkata-based FMCG giant Emami acquired a 26% stake in AloFrut's parent company Axiom Ayurveda to enter the packaged juice segment, helping boost AloFrut's pan-India growth drive benefitting from Emami's robust distribution channels.
- Since 2022, Mumbai-based multi-stage VC firm Venture Catalysts ++ (VCats++) has backed the AloFrut brand through multiple funding rounds. Its guidance was crucial for overcoming challenges and seizing new opportunities, says Rishabh Gupta, the brand's founder.
- The rising focus on R&D and the growing use of technology for procurement, production, and quality control have increased the value of ayurvedic food and beverages among modern consumers. In fact, the Indian ayurvedic products market is estimated to reach $3,200 bn by 2032 from $748.5 bn in 2023.
- AloFrut uses its powerful distribution network to tap into the unexplored Bharat market where most Tier II and III consumers can purchase online. Its growth strategy is to experiment with new flavours while gathering customer feedback for product improvement, and repositioning aloe vera as a taste enhancer.
- AloFrut and its peers, including Real, B Natural, Tropicana, Paperboat, and more, are well-positioned to capitalize on market opportunities due to their strong omnichannel initiatives and connections with modern consumers.
- Despite AloFrut's strong offline and online retail presence, it has yet to enter quick commerce, an essential distribution channel, especially for FMCG and F&B brands, contributing to instant gratification for customers.
- By 2029, more than 60 Mn Indian shoppers can be on these platforms, with projected market volume worth $9,951 Mn. Therefore, AloFrut may have to explore this avenue soon.
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