The opening of yet another eatery offering fresh juices along with paranthas and sandwiches may not merit a second glance. But, the eatery Joos! — to be started by four friends in June off C G Road in Navrangpura here — calls for attention. It is to be started by two IIM-A graduates, who opted for a juice centre rather than well-paid jobs ensured through campus placements. The duo joined hands with two other friends to start a niche juice centre that will offer traditional drinks like aam ka panna, cashew apple juice, bel juice, along with varieties of ice tea. Interestingly, none of the four has a background or experience in food business.

Irfan Alam, a Delhiite with a stint in IIM-A in 2006, says: “The juice selling sector is unorganised. Hence we decided to do it in an organised manner. Most of the time people drink juice on the roadside. We want people to have their favourite juice sitting in the comfort of a restaurant.”

“We want to offer different traditional juices from across the country under one roof. We will also have mocktails and seasonal drinks on our menu,” says Siddharth Jaiswal, an IIM-A graduate and a native of Gaya in Bihar.

Another partner, Rajan Patel from Rajkot, is an MBA of K S School of Business Management and runs a placement agency in Ahmedabad. While Irfan runs a company, Sammaan Foundation, in Delhi, Rajan and Siddharth are members of Society for the Promotion of Indian Classical Music & Culture Among Youths.

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