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Australia's Boost Juice to enter Indian market PDF Print E-mail

© Neena Bhandari, Business Standard, India  

ImageAustralia’s Boost Juice is set to enter the Indian market wth its first store opening next March in Delhi and four more by the end of 2012, adding to a growing list of Australian beverage companies catching the fancy of Indian juice and wine buffs.

Boost Juice has signed an A$1.6 million master franchise agreement with Rivoli Sinha and Dev Agarwal, the directors of Joost Food Ventures Pty Ltd., which will run Boost in India.

“This partnership and the local knowledge it will deliver will prove the key to Boost Juice cracking the Indian market. Boost’s main sellers –mango, strawberry and banana drinks – are well accepted in India and the company will be targeting the middle-class market, teenagers and up”, Boost Juice General Manager, Scott Meneilly, told this correspondent.

The company plans to open a total of 100 stores across India in the next five years, capitalising on the huge demand for fresh and healthy drinks.

"We are very excited to be bringing a high quality product to India at an affordable price of under A$ 2”,Meneilly added. Boost Juice’s range of nutritional juices and fruit drinks will not disappoint the young and growing middle class with increasing disposable incomes, looking for ready and convenience driven products.


“India is a high growth market and the climate in many parts of India is similar to that in Australia. The economic conditions and the climate are both conducive for folks to appreciate Boost drinks”, says Simon Feiglin of The Riverside Company, a United States-based private equity investment company, which last May bought a 70 per cent stake in the Boost Investment Group (BIG), owners of Boost Juice Bars and Salsa’s Fresh Mex Grill.

Boost Juice has 180 stores in Australia and 65 overseas in the United Kingdom and South Africa to Singapore and Chile amongst others. In the past year, Boost Juice has opened a store in Shanghai, China.

The menu in India will be similar to that on offer in Australia. “We will predominantly offer smoothies, juices and drinks, adapted and modified for the Indian palate”, Feiglin added.

Boost Juice offers healthy juices, smoothies made with fresh fruit and yogurt, and energy drinks with a shot of vitamins, protein, minerals and antioxidants, all free of preservatives, artificial flavours and colours.

The company, founded by Janine and Jeff Allis in 2000 in Adelaide, has since expanded throughout Australia and in 16 other countries with an estimated annual turnover of A$130 million and profits of around A$12 million. With over 2000 employees within Australia, Boost has become one of the country’s most successful franchised businesses. When The Riverside Company bought into Boost Juice, the unlisted retailer had an enterprise value of roughly A$65 million.

© Copyright Neena Bhandari. All rights reserved. Republication, copying or using information from any www.india-voice.com content is expressly prohibited without the permission of the writer and the newspaper in which the article is published.

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