From using Fitbit or any other fitness device during exercise, eating salads and drinking the proper amount of water, the average Indian consumer has finally woken up to the concept of a healthy diet. ‘Holistic living’ is no longer a concept related to yogis and yoginis who twist their bodies into unnatural positions and promote veganism as a dietary choice. Holistic living is part of a conscious lifestyle choice that the 18-35 spend-ready population is willing to make in order to live longer and healthier. The key word being here – ‘spend-ready.’
Playing on this need to cater to the willing to spend Millennial looking for alternative and healthier ‘online cafe experience’ is Goodness! Beverages. The O2O company formerly known as Dropkaffe began operations in April 2015 in Bengaluru by launching a slew of beverages – cold coffee, black coffee etc. and having the same delivered to the users.
The reason for choosing the relatively less cooler and definitely lesser known dairy beverages section is simple. As per Chaitanya Chitta, co-founder of Goodness! Beverages, dairy has always been about functionality. Products like dahi, lassi, chhaach, buttermilk and traditional yoghurt fall under the ready to order category. “There haven’t been that many innovations when it comes to functional, healthier and fun choices in the ready to drink, dairy segment, have there?” he adds.
When it comes to cold coffees choices, we still have to line up at Starbucks and shell out hundreds of bucks per drink on an average. Besides, a little research yielded that the ready to drink industry in India is worth close to $1.08 Bn (INR 7,000 Cr).
The startup’s competitors range from traditional beverage chains Starbucks, CCD, Blue Tokai and the aforementioned Amul, Aarey’s and to niche brands such as Epigamia, Mother Dairy, Nandini (one of the largest brand in South India for packaged dairy products). So it behooves us to find out how Goodness! Beverages has managed to enter the FMCG tech vertical and declaring a GMV of about $31K (INR 20 Lakhs) per month, in April 2017.