Delhi-based Fresh Food Concepts, a cold-pressed juices startup which operates under the brand Juice Up, has secured $2 Mn in a Pre-series A round led by angel investors Siddhartha Gupta and Ashvin Chadha.
The current round of funding will be utilised for upgrading the production facility, enhancing the sales and distribution network, branding and marketing and to explore new products over the next phase, the company said.
Speaking about the investment, investor Siddhartha Gupta, said, “Compared to developed nations the clean label segment is largely virgin in India. In the cold-press juice category, each major city has a leading brand or two. Fresh Food Concepts has bootstrapped its way into becoming the market leader in their region. This is a classic case of easy to enter, execution heavy segment. Lots of artisanal brands and quality products can be found across metros, but only start-ups that can scale will remain relevant.”
Founded in November 2014 by Riju Gupta and Chandan Agarwal, Fresh Food Concepts has established a network in the B2B2C category; with emphasis on the HORECA industry and FMCG retail sector in Delhi NCR. Available in over 250 locations across Delhi NCR, the company’s flagship product, Juice Up offers a range of 100% raw and fresh cold pressed juices.
“We are on target to hit 75,000 bottles per month so the timing of this investment is very strategic. Delhi NCR has 50 Mn people, making it bigger than many countries in the world. This gives us a great opportunity to grow 20X in this region alone,” said Riju Gupta.