Natural delight

Thirst quenchers got a makeover with the stream of soft drinks that poured in. With their catchy taglines and cool ads,the colas took over the market. And today,there seems to be another shift – this time toward packaged juices. Thirsty folks have options galore,and add to that the juice bars that are coming up in the city.

One look outside,and you can see the small juice-wallas serving glassfuls of fresh relief,but at the same time,their thelas are contrasted by the fancy juice bars selling juices that are exquisite in variety and taste. The latter also score brownie points on the ambience front,giving people the chance to catch up and enjoy short conversations over a glass of fresh juice.

So from the small juice kiosks to the comfy,brightly-lit juice bars,there is room for everything. While the concept of a chain of fresh fruit juice bars may be new to India,it has already garnered good business in the West for decades. There,the fresh fruit juices are popularly known as ‘smoothies’.

According to online surveys,the ‘smoothie’ market in India is nothing less than Rs 300 crore,and will steadily grow at 35-40 percent every year. Shares Manoj Trithia of Juice Destiny,“I think people have become more health conscious and juices help them maintain their health quotient. Apart from that,juice bars offer a health drink in a social setting so one can just sit and enjoy the drink. I think the concept is really picking up.”

The trend of juice bars cropping up in the city is a direct result of the demand made by health-conscious citizens. Thus,we find juice bars attached to gyms and fitness centres. It is quite a challenge to start a juice bar as a lot goes into setting up a single store. Right from creating the perfect ambience to procuring high-end blenders,mixers,table-top freezers,refrigerators and other equipment,and even hiring attendants,one has to look into every minute detail.

Shares Rajesh B Mishra,manager,Juice Lounge that offers a menu with over 20 varieties of juices,“The concept is really doing well. People need newer places to hang out at and that’s what we offer. Apart from the many health-conscious people coming in,I also get so many college students who are just here to enjoy themselves and have a good conversation. In fact,we also have board games and a good musical arrangement for them.”

India produces nine million tons of fruits every year with a growth rate of 12 percent per annum. No wonder then that this health shot is becoming very common among every age group. Right from the young lot to the health freaks to entire families,juice bars have visitors from all walks of life. Apart from the ‘healthy’ factor,it’s the holistic experience that attracts customers. Gautam Raskar,who has been making juices for Puneites for 50 years now and who runs the Caneyard Sugarcane Juice Bar,shares his view,“I think the way people look at juices has changed. They have become health conscious and so their lifestyle has seen a drastic change. I think the juice business is really going through a boom right now.”