Wednesday, December 12, 2018


Nutricane Beverages launches OMG!, first bottled sugarcane juice brand
Wednesday, 15 November, 2017, 08 : 00 AM [IST]
Our Bureau, New Delhi
Nutricane Beverages Pvt Ltd, a young company committed to creating natural beverages in India, has launched its first bottled sugarcane juice brand, OMG! (Oh My Ganna). It has a non-refrigerated shelf life without the addition of any chemical preservatives.

It is made in a state-of-the-art manufacturing facility. It is packaged in 250ml recyclable glass bottles priced at Rs 40, and provides the same great taste and nutritional values as fresh sugarcane juice. It is available in two variants - OMG! Cumin Crush and OMG! Ginger Groove.

So far, India was only able to consume sugarcane juice sold by street vendors. It was mostly available in an unhygienic environment.

But taking innovation to the next level, the company worked hard to hygienically package the real flavour of the country by developing an innovative process and technology (patents-pending), and present it as the next big beverage revolution.

At World Food India 2017, OMG! Received a great response from industry experts and consumers, which reinforced its belief in the growing trend towards healthier, more natural alternatives.

With this packaged superfluid, Nutricane Beverages Pvt Ltd is aggressively aiming at a market share of two to three per cent in the next three years.

To achieve this growth, the company plans to constantly develop new products through research and development (R&D), and increase its current capacity of three million bottles per month capacity by five times over the next three to five years.

Nutricane is eyeing a robust channel network of over 10,000 major retail outlets and over 400 distributors and partnerships with all the leading modern retail players and institutions in the country over the next one year.

The company has long-term plans to utilise the same process and technology to develop various other products with a core focus on sugarcane.

On this occasion, Sachin Goel, director and co-founder, Nutricane Beverages Pvt Ltd, shared, “We were surprised that none of the established or start-up players in the juice category had ever managed packaging sugarcane juice with an extended non-refrigerated shelf life to be consumed as an anytime drink.”

“Taking up the challenge, we decided to explore the opportunity, and were thrilled by the findings of our research, wherein a new category of juices could be potentially created,” he added.

“One should be able to sip a beverage without the guilt of consuming something unhealthy or synthetic, especially when we are blessed with such goodness in nature,” Goel added.

Dipin Kapur, director and co-founder, Nutricane Beverages Pvt Ltd, said, “We are proud to introduce the king of juices to the Indian market. The wait for a revolutionary beverage, which can become a part of our healthy lifestyle, is now over.”

“Thanks to our indigenously-developed technology, which has taken its inspiration from Make in India, we are able to offer India’s own real flavour in the most hygienic and refreshing form,” he added.

“We wanted to deliver our nostalgic memories of sugarcane juice in an innovative form while keeping the essence intact,” Kapur said.

“Our proprietary technology has enabled us to bottle all the benefits and goodness of the superfluid and serve it at an affordable price, without any chemical preservatives or added sugar,” he added.

Sharing his thoughts on the indigenously-developed product and its potential in global markets, Neeraj Jalan, director and co-founder, Nutricane Beverages Pvt Ltd, said, “The growing demand for healthy products globally, and the lack of alternatives have opened a plethora of opportunities for Nutricane to capture the booming juice segment.”

“In its endeavour to innovate and create healthy nutritious products, Nutricane is changing the status quo by creating a new product category with sugarcane and taking it to the entire world,” he added.

“We intend to take this indigenously-developed and packaged sugarcane juice to key global markets by next year,” Jalan said.

Sugarcane juice is blessed with extremely high nutritional properties. It can treat jaundice, beat dehydration, work as a deterrent to fight diseases like cancer, enhance immunity level and is good for glowing skin.

If consumed in moderation, sugarcane juice is also helpful for diabetics. Indians love the traditional beverage and are crazy for freshly-extracted sugarcane juice served in glasses by vendors across the country. But with these available platforms, hygiene is the biggest concern along with round-the-year availability.

Due to its highly perishable nature, it cannot be preserved beyond a few hours, which has restricted the availability of canned sugarcane juice in India. OMG! will now allow Indian consumers to enjoy every sip of this superfluid with a promise of hygiene, intact nutritional values and an extended shelf life.
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