1

2
 DECLARATION

We, Group-5, hereby declare that the entrepreneurship development report, titled “Beyond Juice- the
nectar for better health” submitted to School of Management and Entrepreneurship, in partial
fulfilment of the requirements for the award of the Degree of Master of Business Administration is a
record of original and independent research work done by us in the year 2022 under the supervision and
guidance of Prof Partha Sarthi Roy, Shiv Nadar University and it has not formed the basis for the award
of any Degree/ Diploma/ Associate ship/ Fellowship or other similar title of recognition to any candidate
of any University.

Date: 04-05-2022

3
 CERTIFICATE

This is to certify that the entrepreneurship development report, titled “Beyond Juice- the nectar for
better health” submitted to Shiv Nadar University, in partial fulfillment of the requirements for the
award of the Degree of Master of Business Administration is a record of original research work done by
Group-5, in the year 2022 of their study in the School of Management Entrepreneurship, Greater
Noida, under my supervision and guidance and the report has not formed the basis for the award of any
Degree/ Diploma/ Associate ship/ Fellowship or other similar title of recognition to any candidate of any
University.

Date: 04-05-2022 Prof. Partha Sarthi Roy

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 ACKNOWLEDGEMENT

We would like to express our profound gratitude to all those who have been instrumental in the
preparation of this Entrepreneurship Development Report. We wish to place on records, our deep
gratitude to our project guide, Prof. Partha Sarthi Roy, for guiding us through this project with valuable
and timely advice.

We would like to thank Dr Ananya Mukherjee, Vice Chancellor and Dr Bibek Banerjee, Dean, School
of Management and Entrepreneurship for their encouragements.

Finally, we would like to thank our parents and friends for their constant help and support.

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 TABLE OF CONTENTS

S. No. Topic Name Page Number

A. Introduction
1 Introduction to Industry
2 Introduction to Sector
3 Founding Team 4
4 Approximate Investment 8
B. Executive Summary 9
C. Opportunity Area 10
1 Feasibility Study 10
2 Competitors Analysis 14
3 Porter Analysis 15
4 SWOT Analysis 17
D. Marketing 18
1 4 Ps 18
2 Segmentation and targeting 26
3 Licensing and Certification 27
4 Marketing Strategies 29
E. Human Resource Plan 30
1 Organizational Structure and Qualifications 30
2 Number of Employees 33
F. Operational Plan 33
1 Quality Policy 33
2 Quality Control Guidelines 34
G. Financials 35
1 Initial Investment 35
2 Sources of Funds 37
3 Statement of Profit and Loss 38
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 H. Executive Plan and Exit Strategy 39
1 40
Implementation Strategy

2 40
Worst Case Scenario and Contingencies

I. References 43
J. Annexures 45

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 Beyond Juice – the nectar for better health

A. INTRODUCTION

1. Introduction to Industry

In accordance with the provision of Micro, Small & Medium Enterprises Development (MSMED) Act,
2006 the Micro, Small and Medium Enterprises (MSME) are classified in two Classes:
(a) Manufacturing Enterprises: The enterprises engaged in the manufacture or production of goods
pertaining to any industry specified in the first schedule to the industries (Development and regulation
Act, 1951) or employing plant and machinery in the process of value addition to the final product having
a distinct name or character or use. The Manufacturing Enterprise is defined in terms of investment in
Plant & Machinery.
(b) Service Enterprises: The enterprises engaged in providing or rendering of services and are
defined in terms of investment in equipment.

Investment in plant & machinery (As given) Manufacturing

Sector
Does not exceed twenty-five lakh rupees Micro Enterprises
More than twenty-five lakh rupees but does not exceed fifty lakh Small Enterprises
rupees
More than fifty lakh rupees but does not exceed two crore rupees Medium Enterprises

2. Introduction to Sector

Introduction to the Packaged Fruit Juices Sector:

The food & beverage sector in India is has been booming and has shown tremendous amount of growth
in the recent years with growing awareness among individuals about the need of health and fitness. The
category of the packaged fruit juices sector falls under two heads: Chiefly it is a part of the secondary
sector (industries/manufacturing) and under the further sub-head of Food & Beverages Sector.

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 Beyond Juice – the nectar for better health

Structure of the Sector:

SECONDARY
SECTOR
(INDUSTRIAL)

Food &
Beverages

Packaged Fruit
Juices

The potential in this sector is humongous given that the size of the market is about Rs. 1500 crores and
growing at a tremendous rate, owing to several factors. With each passing day, life has been getting fast-
paced; individuals left with no time and this specifically has been the reason for advent of convenience
food. The convenience food product has unfolded numerous dimensions, depending upon the character
of food like it can be ready-to-eat, ready-to-cook, ready-to-consume and ready-to-serve. Speaking
especially of packaged juice, it is ready-to-consuming (ready-to-drink) mode and these three words
define and depict the nature of packaged juice and also the comfort it adds to the life of the consumer.
The life of everyone has become faster paced and in the current busy scenario of the people there is not
much time, making them to opt for convenience foods. This leads to demand for such ready to consume
packaged juices which adds comfort to the rush hour like lifestyle of the persons. Other reasons which
will account for favorability of fruit juices are the that the packaged juices are hygienic, the rise in
disposable income of the consumers aiding to changing lifestyle patterns as well as the scope for
introduction of a variety of new flavors.

Since there is opportunity for growth that is being seen by the fruit juices and drinks companies there
can be witnessed several such packaged drinks players being flooded into the market with the likes of
Real, Tropicana, Appy, Frooti, Minute Maid, RAW etc.

India is the third largest beverage market in the world, after the US and China. The per capita

9
 consumption of beverages in India has increased by nearly 50 per cent over the last 10 years. In
2016, the demand for Aerated Drinks fizzled as both Pepsi and Coca-Cola saw a decline in their
numbers- nationally and worldwide. The option that is slowly taking its place as #1 is healthy
fruit juices and drinks.

Fruit beverages have cemented their place in many Indian households- as a great breakfast
companion, workplace energy boost, the star in all drinks break of children’s sports matches and a
medical requirement too, for many middle-aged and old people. They revolutionize fruits and
vegetables just as laptops changed computing- by being mobile and how fast food revolutionized
dietary preferences- by being easy to consume.

“Buying behavior is changing. India is the diabetic

capital of the world and there is much more awareness
now leading to growth of fruit-based drinks in the last
one year,” says Abneesh Roy. Within the beverages
market, the fruit-based beverages category is one of the
fastest-growing categories and has grown at a CAGR
of over 30 per cent over the past decade.

Our business is Medium Scale and Comes under Manufacturing Sector.

The first thing before starting a business is to carefully examine the scale of business and which sector it
will come under. Proper scaling also requires some assumptions that we are making for the future, the
kind and quantity of investments required, the fixed and working capital requirements of the business. In
our business we are trying to start off on a good scale,
The major amount of funds will go to purchasing the plant, machinery and raw materials. As we are not
leasing or renting the factory space our fixed capital requirement is more. That's why we are projecting
ourselves as a medium scale industry.

Our company will come under all the legal framework created by the government and will come
under various acts like

1
 Equal Remuneration
The Factories The Industrial The Minimum Wages Act Act, 1976
Act Establishment Act
The Payment The Employees Employees' State Employment of Children
of Wages Act Provident Fund Act Insurance (General) The Children (Pledging
Regulation of Labour) Act, 1933
The Payment Employees State The Payment of Bonus The Shops and
of Gratuity Act Insurance Act Act Establishments Act
The Trade The Air and Water The Air (Prevention and The Industrial Disputes
Union Act Pollution Act Control of Pollution) Act, Act
1981

And all other acts and bill which we are legally bound to follow.

REASONS FOR GROWTH OF FRUIT JUICE MARKET

1. Changing consumer lifestyles: Given the change in eating habits, the wider global exposure,
and the growing time-poverty, has provided a fillip to the convenience food segment. Again,
consumer preferences are shifting towards healthier lifestyles. As a result, the packaged juices
market has charted a high growth trajectory.

2. Increased Health Awareness: The rising awareness about health issues, especially among
teenagers and young adults, has propelled the consumption of packaged fruit drinks.
3. Hygiene matters: Packaged juices from trusted national and international brands have
usually been prepared and certified to be in accordance with health and safety regulation.
4. Rising Disposable Incomes: In the past few years, there has been a sharp change in the
number of nuclear families, in tandem with a surge in the number of working couples, which
has led to higher disposable incomes. This has aided the affordability of packaged fruit juices.

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 5. Booming modern retail: The dynamics of growth in the fruit-based beverage space are
attributed to modern retail and alluring shelf displays which drive impulse purchases.

6. Introduction to new flavors: To kindle consumers’ interest in the category and also to cater
to diverse and changing tastes, fruit juices providers are introducing new flavors and
packaging options.

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 3. FOUNDING TEAM

Shivam Chaudhary
+91 9818738977

[email protected]

Through my experience and passion, I hope to run Beyond Juice so it may become one of India’s
leading packaged beverage manufacturers. It has been my lifelong passion to own and run a business
and to localize something as treasured as a fruit drink and bring pride to my country is what I am to do.

Experience
CEO, BEYOND JUICE
I have been a very sincere student in my class 11th and 12 th, working very hard for being able to
deal with challenging situations. I interned at Rail Coach Factory in Kapurthala, Punjab and
volunteered in many college events – including a mega-production titled Abhinaya, and TedX
Shiv Nadar University. I am also a member of the Stage Committee of SWO. My experiences
through life have really helped in my growth and development. I am also part of the Organizing
Committee for Sponsorship for the upcoming events.

Education
CBSE CLASS 10TH
CGPA: 9.2

CBSE CLASS 12TH

PERCENTAGE: 91%

GRADUATION: B.A LL.B

SYMBIOSIS INTERNATIONAL UNIVERSITY, PUNE

CGPA: 6.29

PURSUING MBA: SHIV NADAR UNIVERSITY

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 Skills
 MS Office
 G-Suite
 Creative Thinking
 Research and Analysis
 Data Analysis
 Project Management
 Communication Skills
 Team Spirit
 Problem Solving Skills

Akansh Tiwari
+91 8527300989
[email protected]

I have endured several challenges and gained high level of technical skill and knowledge through my
illustrious career. I am the one who got the idea of Beyond Juice. The sole objective that presently exist is to
ensure the proper functioning and operations of Beyond Juice.

Experience
HEAD, FINANCE, BEYOND JUICE
I have been a very sincere student in my class 11th and 12 th, working very hard for being able to
deal with challenging situations. I have an avid interest for sports, especially for tennis and
cricket. I have a knack for crunching numbers and facing difficult problems. I have got a chance
to teach computers to senior citizens and teenagers. I have even handled one of the events in my
school cultural fest for the year 2017. I have also a part of the sponsorship team in our college
cultural fest.

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 Have reached Top 15 in Finance in an intra-collegiate fest. My experiences through life have
really helped in my growth and development.

Education
CBSE CLASS 10TH
CGPA: 8.8

CBSE CLASS 12TH

PERCENTAGE: 91%

GRADUATION: ECONOMICS HONS., UNIVERSITY OF

DELHI

CGPA: 6.85

PURSUING MBA: SHIV NADAR UNIVERSITY

Skills
 MS Office
 G-Suite
 SPSS
 Data Analysis
 Project Management
 Communication Skills
 Team Spirit
 Problem Solving Skills

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 Arpita Gupta
+91 9718236313
[email protected]

Beyond Juice has been a dream for me since I was little – to make a yummy refreshing drink that doesn’t
do the harm most packaged juices do. And I have always wanted to look within – focusing on using our
vast local resources to make this a reality. My commitment, skills and experience will truly help me
contribute my all to Beyond Juice.

Experience
COO, BEYOND JUICE
I believe I'm honest, dedicated and hardworking. I'm a quick learner, a strong leader and an
effective communicator. I'm a perfectionist and will not stop until I see that the work is done per
my standards. I enjoy theatre, festing, leadership roles and debating. I'm involved in Volunteer
Work as well. I have won numerous accolades for my oratory skills in school and have since also
taken part in inter-school and intra-collegiate fests. I am part of the Organising Team for the
college departmental organisation, and even head the Media and Communications wing of Centre
for Social Action. Besides, I have completed numerous internships which have helped me
understand business functioning better. I currently also volunteer at AIESEC and the college
business magazine, Pulse.

Education
CBSE CLASS 10TH
CGPA: 8

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 CBSE CLASS 12TH
PERCENTAGE: 76%

GRADUATION: BBA, IMS Ghaziabad

CGPA: 6.85

Skills
 MS Office
 G-Suite
 Design
 Marketing and Promotion
 Negotiation and Sales
 Data Analysis
 Project Management
 Communication Skills
 Team Spirit
 Problem Solving Skills

4. APPROXIMATE INVESTMENTS

S PARTICULARS AMOUNT (Rs.) DESCRIPTION

No. (COST)
1 Owners’ Capital 60,00,000 Each Founder contributes, 20,00,000 of his
Savings, took it from their friends and
families etc.,
TOTAL 60,00,000

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 B. EXECUTIVE SUMMARY

With fruit juices being such a volatile market, and new firms capturing stronghold and large market
share before the calendar expires, we have decided to enter the fruit beverage industry, with our own line
of healthy fruit juices.

Beyond Juice is a private limited packaged juice manufacturer headquartered in Bengaluru, Karnataka.
The market needs a drink that hits home- screaming health and refreshment. And that has pushed me to
launch Beyond Juice. Before the firm does set the ball rolling and start production, a thorough analysis
of the market is required.

There will be over 60 employees in the organization and the approximate investment required is about
Rs. 65 lakhs.

COMPANY VISION: A pioneering force in the transition of India from the world’s diabetic capital to
the world’s haven of health.

COMPANY MISSION: Our Company aims for the following things

1. To use locally available raw materials in a more natural, organic blend.

2. To prove that packaged juices can endure rain and shine, and still be fresh when drunk.
3. To fabricate elixirs made natural and still just as tasty (if not tastier) than other packaged fruit
drinks.
4. To enable the mass transition from aerated drinks to the healthier fruit juices and from the sugar
rich fruit juices to the naturally sweetened Beyond Juice.
5. To complement the healthy diet of forward-thinking Indians with healthier beverages.

C. OPPORTUNITY AREA
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 1. Feasibility Study:

The feasibility study of the business is conducted to ascertain cost and benefit analysis of different
aspect of proposed project with an objective to adjudge its viability. It helps to understand the
practicality of the business activities that are being undertaken.

Market feasibility

 Product/Service Feasibility:
An assessment of the overall appeal and demand for the fruit juice would be first
analyzed. It would be involving:
Concept Testing: The fruit juices in the form of various flavors such as MFY Mango,
Absolutely ABC etc, would be tested in the market to check out their feasibility. A
simulated environment for these juices would be created as a part of concept testing
where the reaction and views of customers can be freely understood. It further would be
analyzed and seen about whether the customers are willing to accept the new idea and
show their purchase intentions towards its purchase. It would be seen if the benefits and
value proposition of the juices are well appreciated in the market.
Usability Testing:
Samples of the juices would be given to the customers to check their perceptions and
views towards it and identify whether the juices are liked and appreciated by the
customers. If required, necessary changes and modifications would be made in the
packaging, flavoring etc.
Many reasons would justify the applicability of these juices in the market, some being
higher disposable income among the customers which would encourage them to try out
these fresh juices, willingness to try out several new delicious flavours and changes in
lifestyle patterns of consumers towards a healthy style of living.
 Industry analysis:
The knowledge which has been gained about the industry is that the industry has already
developed with the size of the market being about 1500 crores. The market for health-
conscious consumers is growing in demand as their tastes and preferences are becoming
more fitness oriented. This increasing trend among the younger demographic of
individuals gives scope for further opportunities in the market. The current stage of this
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 industry is in its growth phase indicating that there is lot of new markets and customers
which can be tapped and entered. Even though the product which will enter the market
which already exists the several differentiating factors will be sufficient for it to be stand
out and perform well in comparison to its competitors.
 Organizational Feasibility Analysis:

The skill and technical capability of the business with the available level of resources
needs to be assessed in order to get an overview and a better idea of the possibility to
bring the new juices with a successful launch into the market.
Two major factors which are needed to be considered:
i) Management Prowess: Evaluation of the ability of the management and
workforces is essential, so as to have human resources which are well qualifies
and experts in the food & beverage fields which they are needed to cater to. To
find out the technical qualifications and know-how of the management by
appointment of personnel with a comprehensive knowledge in the food and
beverages industry. Food and beverage managers, processing managers, hygiene
managers etc, are some of the managers which are needed to be appointed.
ii) Resource availability: Sufficient levels of resources should be always available
with the business venture which will provide strength in cases of severe demand,
competition and even while meeting with the requirements during times of launch
of new flavors into the market. Make sure that the supply chain management and
flow of stock of packaged juices is maintained by the appointment of a resource
manager and to ensure adequate amount of human capital. This will be affecting
the operational efficiency.

Other non-financial resources can be meet such as:

Creation of strategic partnerships, for generating instant recognition in the market

Proximity with the suppliers, customers and cluster of firms which would be useful in
carrying out its operations efficiently.
Availability of workspace at a reasonable rate would be essential for being able to reduce the larger portion of
fixed costs which are to be incurred during the initial stages of a business.

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12
 2. COMPETITOR ANALYSIS

After analysing the customers, we decided to conduct a full-fledged study of the primary players
in the fruit beverage market, which dominate almost the entire organised market I wish to enter.
These are:

Real: The brand is owned by Indian giant, Dabur. It markets a very wide range of 16 flavours,
with Indian and international favourites. Their USP is that Real does not use any artificial
flavours and offers customers FRUIT POWER. It has been voted as India’s No. 1 Fruit Juice
brand, and the customers’ most trusted. The absence of preservatives and sugar has been
questioned, since it has the highest sugar content per 100 ml- higher, in fact, than aerated
drinks.

Tagline: My real fruit power

Tropicana: Now owned by PepsiCo, Tropicana has matured into one of the most respected beverage
brands. It was launched in 2004 in India, and the USP has been high- quality, original juices, using
innovative processes and exploring new markets. It is available as 100% juices and Juice-based
drinks. However, its reputation has suffered a few hits, with circulation of rumours of biological
fluids and fungi in the packaging.

Tagline: Let’s make breakfast 100%

B-Natural: Owned by hospitality giant ITC, B-Natural’s USP is that it claims to bring back
the zing, fun and freshness in your life. It has a range of 8 exciting flavours, focusing on Indian
trends. They also are adamant on their safe packing in 6-layer cartons, protecting the contents’

goodness.

Tagline: Just B Natural

Paper Boat: Launched recently under Hector Beverages, Paper Boat is a beverage company
venturing into flavours beyond fruits. Its USP is bringing back memories and old flavours in their all-
new avatars. It also uses a unique packaging, with easily disposable capped packs, with quirky
messages on the bottom, as a trademark feature. The variety of flavours are endless, focusing on
Indian classics like Aamras, Jaljeera, Rasam, Tulsi Tea, Thandai, Kokum, Anar etc. This focus also
enables it to reduce

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 preservative constraints and enhance pulp contents. However, the demand is very niche, with no
focus on teenagers and youths- a massive entity in today’s fruit beverage market.

Tagline: Drinks and Memories

Del Monte: Owned by Field Fresh Foods, Del Monte includes a small range of canned drinks. Its
USP is the irresistible blend of flavors and quality of contents. However, the narrow range of just
four flavors and the use of cans for packaging, adding to cost, makes their demand low.

Tagline: Eat healthy. Live healthy; Taste Like Never Before.

RAW Pressery- It is a clean-label beverage brand offering cold-press juices, smoothies, soups, and
nut milk to customers. RAW works in collaboration with farmers on a contractual basis to procure
the best quality fruits, vegetables, and nuts from across the world, pack the goodness of its offerings
in a bottle, and deliver it directly to the customers' doorstep.

Alo Fruit Juice - Manufactured by Axiom Ayurveda Private Limited, is a fusion of Alovera Gel,
Juice, Pulp and fruit blends. It’s USP is that it adds Alovera Pulp to all of its fruit juices.

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 3. Potter Analysis

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16
 4. SWOT ANALYSIS

• Natural Additives
• Nascent Brand
• Locally Available Raw Materials
• Seasonal Availabilityof
• New Flavours
Fruits
• Locational Advantage
• Lower Profit Margin,
• Modern Brand Image
because Premium Fruits
• Changing Lifestyles are used
• Urban Targeting • Break Even- Take Long
• Cheap Packaging • Training Costs
• Diruption through
Healthy Juices

Strength Weakness

Opportunity Threats
Becoming Synonymous with Well-funded Competitors
Health Less IP Opportunity
Youth Targeting Popularity of Unhealthy Drinks
Breakthrough in Preservation Natural Calamities- Lesser,
Advantageous Use of Social Costly Raw Materials
Media to Reach Target Scaling the Business in Future
Audiences might prove difficult
Cheap Promotions and Publicity Lack of Brand
Expansion into Hotter Climates Acknowledgement in
Becoming #1 Health Drink in S. Conventional Retail
Asia

D. Marketing

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 1. 4 Ps

PRODUCT

Brand Name: Beyond Juice

Tagline: the nectar for better

health

Brand Logo: Shown alongside

Product Line: Since, this is a startup with a small production line, we are launching a starting
line of four flavors, which are:

1. “Made for you” Mango: The most popular flavour in the market, now healthier. You’ve
never had a craving better for your health. Packed with the market-best pulp content, why wait
for every summer?
2. Citric Sync: A first-ever blend of Grapefruit and Lemon, the tang will feel as original as it

18
 can get. Its vitamin-richness and antioxidising properties help you burn calories while licking
your lips in delight.

3. Absolutely ABC: Our unique twist of Apple, Banana and Cranberry, this flavour will leave
your taste buds confused, but in love. The richness and dietary fibers and proteins makes for a
healthy companion to your diet.

4. PPAP: A cute spin on the viral trend of 2016, PPAP stands for- Pleasant Pineapple and
Pear. An unheard-of combination, the sweet-sour, potassium-rich pineapple and the immunity-
boosting pear is sweet in the mouth and sweet to the body.

These flavours dominate the fruit juice market and ensure a smooth entry. The catchy names
and new combinations also make our brand immediately resonate in every customer’s head.
The performance of these flavours in the market will help us understand preferences better,
and we may introduce new fruit, or maybe even veggie flavours, which seem to be gaining
popularity.

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 Label:

Consumers also fear the accuracy of fruit juice labels, claiming “you don’t get what the label
specifies”. Beyond Juice Juices bear a 100% accurate label, with ingredients, nutritional
information, caution, direction for use, manufacture and expiry dates, place of manufacture,
MRP and the approval of the FSSAI, after the check by Food Labelling Authorities.

Unique Selling Points:

1. Healthy, natural juices, as opposed to preservative and sugar filled competitors.

2. Use of natural sweeteners like honey, brown rice syrup and coconut sugar and natural
preservatives like citric acid, honey and essential oil, which ensure preservation of pulp.

3. Rich pulp content ensures juices are as close to actual fruit as possible, keeping enzymes and
nutrients intact.

4. Use of locally popular produce such as Apple, Grapefruit and Cranberry ensures you and
the juice feel at home.

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 Packaging:

Immediate Packaging: Beyond Juice Juices use 6-layer Tetra Pak packaging, which ensures
the contents remain safe and complete for consumption. The inherent benefits of Tetra Paks are:

1. The Shelf Life, owing to efficient UHT technology, is much longer, than for any alternative
packaging.
2. Lightweight packaging and efficient stacking ability ensures convenient transportation.

3. Tetra Paks, containing 75% Paper, some Aluminium and minute amounts of Polyethylene,
are recyclable, while plastic or PET, only contributes to landfill waste.

4. The “water footprint”, or amount of water used to manufacture 1 unit of packaging, is almost
1-2l for a 500ml plastic bottle, and only 200ml for a Tetra Pack of the same size.

5. The use of caps, enables consumption over a period of time, so you can savour our juices as
and when it is convenient.

6. Tetra Paks are also cheaper to manufacture than metal cans, and so ensure low cost
of production.

7. Tetra Paks also make communication of vast information to customers much easier,
as compared to plastic and metal containers.
A comparison was made regarding the convenience of various packaging materials against many prevalent
issues. The results are as follows:

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 Issue Glass (%) PET (Plastic) Metal (Cans) Tetra Paks (%)
(%) (%)
Protect from Spoilage 33.1 13.1 25.2 86.8
Protects Taste 53.2 15.2 3.6 82.5
Easy to Open/Reclose 22 44.6 1.8 79.1
Easy to Transport/Store 3.2 30.5 15.3 74.5
Protects from light 7.4 9.5 32.5 73
Protects vitamins 33.7 12.9 16.7 72.3
Keeps Food Natural 46.7 9.9 7.5 67.4
No Need for Preservatives 33 10.7 19.6 62.9
Safety 2.2 37.3 4.3 61

However, with the continuous advances in packaging technology, we would like to move
toward more eco-friendly and recyclable packaging materials, as it is a No. 1 Priority to ensure
we keep both our customers and our surroundings healthy.
Transport Packaging: To ensure convenient transportation of thousands of Tetras Packs, a
larger packaging needs to be used. We intend to use wooden boxes, which are durable, sturdy,
and ensure no damage to contents inside.

PRICE

There are various factors determining the pricing of our product line, which include:

A) Cost of Production

B) Market Price

C) Demand for the product

D) Legal Restrictions

E) Pricing Objectives.

Our initial objective is to capture large amounts of market share, which means keeping prices

22
 low to enhance demand. However, later objectives of profit maximisation will mean raising
the prices. Such an inconsistent price structure reduces the demand for products. Our survey
showed us that Price was a miniscule factor in a consumer decision, and so the price decision
must be taken carefully.

The market price for juices (200ml) is consistent at Rs.20 to Rs. 30, depending on the flavour
and exoticness of the fruits used. Canned juices are a little more expensive, from Rs. 30 to
Rs.
40. So we intend to fix our Price as follows:

1. “Made for you” Mango: Rs. 20 for 200ml, Rs. 70 for 1l. This is because of the low
market price of competitors.

2. Citric Sync: Rs. 30 for 200ml, Rs. 100 for 1l. This is because of higher cost of production
owing to complex technologies, and the use of the slightly premium grapefruit

3. Absolutely ABC: Rs. 25 for 200ml, Rs. 90 for 1l. This is the standard market price. Use of
cranberries, and top quality apples, are the main reasons for this price.

4. PPAP: Rs. 25 for 200ml, Rs. 90 for 1l. The use of pineapple, and complex technologies in
juicing pineapple are the main reason for this price

PLACE

Here, we elaborate on the initial geographic market and channels of distributions used.

Geographical Market: Our Initial Target for Beyond Juice will be the North Region of
India.

However, the market for fruit juices, according to our market research, is expected to rise with
the hot climate of Central and North India, and expanding industrialization, which requires a
convenient and healthy refreshment. So, Beyond Juice does intend to expand to this region of
our country in the long run.

Channel of Distribution: Beyond Juice has multiple channels for distribution- online and
offline. It chosen a two-level channel of distribution for offline sales, for the following reasons

23
 1. Most commonly adopted distribution network. This ensures simplicity, effectiveness
and low costs for distribution.

2. Covering a market as large as South India, requires two levels, and a direct retailer
relation is not efficient.
3. The intensive coverage needed for a consumer product like fruit juices, in every provision
store and retailer, is much easier with the use of established wholesalers, who already circulate
products to a large number of customers. Over 70% of fruit juices are bought at provision
stores, kiosks and supermarkets.
4. Beyond Juice intends to expand its geographical market, and an established two-level
system ensures easy adapting to larger market, and smooth transitions.

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 For online sales, we have begun collaborating with amazon.in, to retail our product online to the
masses. Retailing a throwaway consumption like juices on our website would be a costly matter,
and delivery expenses wouldn’t be borne by customers for such a small purchase.

Warehousing and Storage:

Juices require to be stored after production until sale, to prevent any sort of physical or
chemical damage to the packs and their contents. So we plan to use the cold
storage/refrigeration facility at Public warehouses to prevent any sort of damage. We avail the
following advantages:

1. Storage facilities can be availed at desired locations as and when required, and at a
known cost.
2. The warehouseman does the entire inventory management, and the depositor is
completely free from these costs and botherations.
3. The goods are handled properly and preserved scientifically by the trained technical
personnel without any damage or deterioration during handling and storage.
4. The goods can also be insured against all risks like fire, flood, thefts, etc. at nominal cost
and the depositor is indemnified against such losses.
5. The goods can be kept in the public warehouses till the market price is found
remunerative enough for the disposal of goods and, thus, distress sale can be avoided.
6. The public warehouse can also be used for grading, packaging, labelling, and
standardization of goods if the arrangement is on dedicated and a long term usage basis,
providing important services to the depositor.

PROMOTION

The method of advertising, promotion offers and other public relations all come under this broad
spectrum.

2. SEGMENTATION AND TARGETING

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 Demographic: We like to segment our market demographically, on the following two sub-

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 aspects

Age Wise: Our customers are segmented and targeted as follows:

a) Children (Aged 8-16)

b) Generation Z (Aged 16- 26)
c) Generation Y (Aged 26-42)
d) Generation X (Aged 42-55)
e) Baby Boomers and Pensioners (Aged 55 and above)

Occupational: Our prospective customers can also be targeted as follows

a) College Students
b) 9-to-9 Executives who work round the clock
c) Work-from-home employees
d) Sports Players
e) Pensioners
Psychographic

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 a) Fitness Enthusiasts
b) Obese looking to become fit

TARGET AUDIENCE:

Beyond Juice aims to capture this portion of the market:

1. Primary: Working professionals and diabetic people.

2. Secondary: Health conscious (GYM freaks), college students etc
3. Tertiary: Senior citizens etc

3. LICENSING AND CERTIFICATION

A packaged juice manufacturer and factory owner needs to have the following legal aspects
covered:

1. Certificate of Incorporation and Registration obtained from the Registrar of Companies

(ROC). Company PAN, TAN and Directors’ DIN (Director Identification Number) are
also important.
2. A license from the Food Safety and Standards Authority of India (FSSAI). This
involves submission of an application form, payment of licensing fees and submission
of important business documents. This is followed by a comprehensive test by the food
labelling authorities, and a thorough examination by the FSSAI regarding the safety of
containers and juices. Only then was Beyond Juice deemed “safe for consumption”.
3. Trademark registration is also necessary for the Beyond Juice™ brand and our unique
flavours and technologies needed to be patented.
4. Requisite factory registration is also necessary with the Labour Department of the
Government of Karnataka.
5. NOC and Environmental Clearance from Karnataka State Pollution Control Board.
6. Tax certification is also necessary, specifically GST registration. This can be done
online, and every registered firm receives a GST Identification Number (GSTIN).
Multiple state operation requires multiple registration, which includes submission of
very important business documents.

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29
 4. MARKETING STRATEGIES:
a) According to a PepsiCo Survey, 65% of customers hear about fruit juices from banners
and newspaper advertisements. The benefits of choosing these forms of communication
are wide circulation, repetitive power, long life etc. Though both are expensive media,
the capture of the initial market share requires prominent advertising, and hence the
purpose is best served by these two forms of advertising.

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 b) Product Combination enables Beyond Juice to leech off the high demand of an already
existing product, so consumers become more aware of the new brand. E.g.: Combining
with Chocos, to create the ultimate breakfast combo, of a tasty, yet nutritious start to
the day.
c) Social Media Marketing can ensure the projection of the desired trendy brand image,
and can widen the reach of the brand at very affordable costs. Using “Instagram for
Business”, ensures wide publicity at low costs, similar to Facebook and Twitter.
d) Plans for launching a Marketing Campaign in collaboration with JordIndian, a very
popular YouTube channel in South India. This enabled the brand to connect with the
younger audience and also create brand awareness and recall. It was called “Aam
Aadmi” Campaign, alluding to the fruit Aam and also to the common man (aam
aadmi), who wants his drink to be tasty, and oozing with flavour, but with a level of
modern awareness to avoid the preservative and sugar laden alternatives.

CUSTOMER SUPPORT SERVICES

Beyond Juice also has a toll-free customer support number which is

+91-8527300999

Fruit hive maintains an online suggestions and complaints forum, which is:

www.beyondjuice.com

Here customers are free to leave suggestions for the company, its products and any complaints
they have. These will be monitored by the firm’s PR team.

E. HUMAN RESOURCE PLAN

1. Organizational Structure and Qualifications

The operations are organized departmentally or functionally, as:

a. There is a Production Manager who reports from the factory directly to the Chief
Officers. Below the production manager, is the Chief Production Supervisor (scouted
by the founders), and below him are the various supervisors and foremen, for the
various processes. What comes under the purview of the Production Manager is

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 Purchases and

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 Supplier Relations, Processing, Production and Packaging, and finally Warehousing.
b. A Sales Manager, who meets with various wholesalers and retailers across South India
and gets them on board as customers, encouraging the widespread distribution of the
product across South India. Under him are 5 Sales Representatives.
c. A Marketing Head, who handles all advertising- physical, at PoS, on Television and
online. He is the creative head, who strategically looks at new ways to reach out to
target audiences. Under him are Marketing Employees, and PR Representatives (who
handle the firm’s public image, and redress customer complaints)
d. The Finance Head oversees budgeting operations, acquiring and deploying finance and
keeping working costs under control. He works with the help of two analysts, and five
accountants.

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 e. The firm also has five experts in charge of Research and Development. A small lab has
been created in the factory, wherein they test the viability of new flavours, new organic
and natural preservatives, and more eco-friendly packaging techniques. Latest trends and
customer responses are communicated to them from the Marketing and Sales
Departments, and they conduct their own research to bridge the gap between needs and
availability. They work under the Production Manager.
f. Finally, comes the HR Department. This department functions across the business office
and the factory. They oversee recruitment of factory labour (very few business executives
so initial hiring on this side was conducted by the founder itself), training and appraisal,
remuneration of all employees, and handling of employee suggestions, complaints and
conflicts. The HR Head works from the main office and is in charge of hiring executives
for the indirect operations and handling the work environment in the business office,
while the assistant manager works from the factory, and is in charge of hiring labor,
orientation, and training. Training was initially done by a Production Supervisor hired by
the founder and is now done by the process-in-charge foremen.

Chief Executive
Officer

Chief Operations
Officer

Production Manager
Sales Manager Marketing Head Finance Head HR Head

Marketing Assistant HR
R&D Chief Production Sales Reps Employees Financial Analyst Manager
Supervisor

Accountants
Foremen PR Reps

Employees

2. NUMBER OF EMPLOYEES

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 Beyond Juice – the nectar for better health

Total Number of Employees: 41

1. Production Department includes- 1 Chief Supervisor, 3 Foremen- 1 Supplies Foreman,

1 Pulping and Juicing Foreman, 1 Blending and Packaging Foreman. 4 Employees
in Supplies, 4 Pulping and Juicing, 4 in Blending and 4 in Packaging.
2. Sales Department includes- 1 Sales Manager, 4 Sales Reps.
3. Marketing Department includes- 1 Marketing Head, 4 Marketing Employees
4. Finance Department includes- 1 Finance Head, 1 Analyst and 3 Accountants
5. HR Department includes- 1 HR Head, 1 Assistant Manager
6. R&D includes 4 Experts

F. OPERATIONS

1. QUALITY POLICY

QUALITY POLICY

ISO 9001

Beyond Juice Pvt. Ltd. is committed to:

 Providing customers with high quality fruit-based beverages

which meet requirements and are fit for their purpose.

 Operating the business to the systems required by ISO 9001: 2000.

 Enhancing the skills of management and staff through review and

actively pursuing an on-going training policy, the objective of
which is to prepare staff to perform their work more effectively.

 Promoting the culture of continual quality improvements and the

philosophy of getting things “right first time”.

 Rigorously controlling the supply, production and distribution of

all products.

 Promoting the quality management systems and ensuring

implementation is achieved by internal auditing, management
review, corrective and preventive action.

Everyone is responsible for the quality within the company and for
maintaining high standards.
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 Beyond Juice – the nectar for better health

Date: 13th September, 2019

Chief Executive Officer

2. QUALITY CONTROL GUIDELINES

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 Beyond Juice – the nectar for better health

 Staff should inspect these operations to ensure that the raw materials are handled carefully to
minimize mechanical damage. These products should be transported in clean, properly
constructed bins or other appropriate containers without delay to the processing plant. Loads
of raw fruits and vegetables should be covered during transport for protection from the sun,
rain and contamination.
 Staff should also inspect the raw fruits and vegetables during storage at the processing plant
to ensure they are protected from attack by rodents and insects, and stored under suitable
conditions of temperature and humidity for periods which do not allow excessive
deterioration. They must be handled carefully to minimize mechanical damage.
 Staff should inspect all consignments of ingredients on receipt to confirm that they comply
with the company's purchasing specifications. If resources are limited the quality control staff
may restrict the inspection to the essential minimum of confirming that the materials
delivered are the ones ordered, determining that the consignment was not damaged or
contaminated to the extent that the materials are not suitable for their intended used.
 Staff should inspect water supply and distribution systems to ensure that only water of an
appropriate quality is being used.
 Staff should monitor the use of chemicals throughout the production process, to ensure the
company’s product of natural juices is not tampered with or altered detrimentally.
 Quality control of the final process involves inspection of the labelling and packing process
to determine that the correct materials are being used, that the products are being properly
packed and the ultimate containers are securely stacked ready for distribution.
 Various physical and chemical tests must be conducted from time to time to ensure the
production conditions are ideal and have not been compromised, and the ingredients and
products are up to ISO standards and company standards. These include pH tests, tests for
preservatives and sweeteners, oxygen permeability tests, and equilibrium relative humidity
tests among others.

G. Financials

1. INITIAL INVESTMENTS:

S No. Cost Item Amount (Rs.) Description

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 Beyond Juice – the nectar for better health

1 Operational Requirements 64,00,000 Rent of Land of 25,000 sq. ft. for a

factory @ 1.5 lakhs/month in
Jigani. Leasing of Plant of 20,000
sq., ft. @7.5 lacs/year for 5 years,
with all requirements as detailed
earlier with Air Conditioning,
Ventilation. Transportation for the
purpose of
distribution to various wholesalers
2 Website Development 75,000 Development of fruithive.in

3 Legal Requirements – 1,00,000 Expenses paid registration as an

Registration for an LLC and LLC and other formalities like
to acquire certain Licences Trade License, MSME Udyog
Aadhaar, GST, Trademark
4 Security Deposit for Office 6,60,000 The fully-furnished Business Office
of 4500 sq. ft. is taken on rent, with
a security deposit of 6 months’ rent
5 Contingency Fund 11,50,000 Set aside for losses, if any

6 Office Furniture and 7,20,000 Business furniture and fillings

Equipment required for office operations
7 Research & Development 7,80,000 Spent on the development of
innovative techniques and
production process for the juices in
the previous 2 years
8 Raw Materials 32,00,000 Procurement of fruits, vegetables
and several sweeteners and
preservatives
10 Recruitment, Training and 6,50,000 Paid to various sources for
Development recruiting and also, in training the
employees to get equipped with the
task to be performed

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 Beyond Juice – the nectar for better health

11 Cold Storage 15,60,000 A 2500 sq. ft. cold storage to keep

the packaged juices intact and
freshly preserved
12 Purchase of Machinery 22,50,000 Purchased for purpose of
processing of fruits and packaging

13 Security Deposit for Plant 9,00,000 The semi-equipped Plant of 25,000

sq. ft. is taken on lease, with a
security deposit for 12 months
Total Cost 1,84,45,000

2. SOURCES OF FUNDS (INVESTMENTS):

S No. PARTICULARS (COST) AMOUNT (Rs.) DESCRIPTION

1 Owners’ Capital 60,00,000 Each Founder contributes,

20,00,000 of their savings.
2 Bank Loan 50,00,000 Bank Loan from SBI at
Rate of Interest 10.58% for
a period of 5 years under
Start Up Karnataka
Programme
3 Funding from Angel Investors 55,00,000 Funding from Angel
Investors Eagle10 Ventures
for a 15% stake in the
business
4 Private Placements 24,00,000 Issue of securities to select
group of persons who have
been identified by the
Board of the business
Total Funding 1,89,00,000

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 Beyond Juice – the nectar for better health

3. Statement of Profit & Loss

Particulars Amount (in Rs.) Amount (in Rs.) Amount (in Rs.)
2020 2021 2022
I. Revenue from 165,60,000 2,02,50,000 2,62,90,000
Operations
II. Other Income (sale of 2,30,000 4,70,000 6,89,000
scrap)
III. Total Income 167,90,000 2,07,20,000 2,69,79,000

IV. Expenses

a) Cost of Materials 54,00,000 75,00,000 68,00,000

Consumed
b) Changes in inventories of 14,93,000 21,20,000 18,09,000
finished goods
c) Employee benefits 1,36,00,000 1,31,15,000 60,70,000
expense

d) Selling & Distribution 8,51,750 10,88,000 20,65,500

e) Administration Expense 28,20,000 29,10,000 29,85,000

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 Beyond Juice – the nectar for better health

f) Finance costs 6,59,000 6,60,000 4,65,000

g) Depreciation and 4,09,500 3,51,675 3,02,163

amortisation expenses
h) Other expenses 6,60,000 7,80,000 2,30,000

Total Expenses 2,58,87,250 2,85,24,675 2,07,26,663

V. Profit Before (90,97,250) (78,04,675) 62,52,337

Interest & Tax
VI. Provision for - - -
Taxation
VII. Profit After Taxation (90,97,250) (78,04,675) 43,76,636

H. Executive Plan and Exit Strategy

I. Implementation Strategy
On the consent of all the partners, the business will be commenced. First of all, we will apply for
DIN- Director identification number, it is an eight-digit unique number, through which the Ministry
of Corporate Affairs maintain the database. We will apply for the birth certificate of our company i.e.
Certificate of Incorporation. Post getting CoI, the name Beyond Juice will come to existence, with a
goal and mission to carry this business for the people and by the people, ethically.
We will look for a land on lease to establish a technically sound factory. The choice of the land will
be backed up with a complete location analysis, so that our factory is both near farmlands and the
market. The rent will be decided upon and get the rental agreement registered in the Sub

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 Beyond Juice – the nectar for better health
Registrar's office. Afterwards, we will get a Permanent Account Number, TAN and a GST Number.
Once all the legal frameworks are done, we will approach to SBI to open a current account of our
company.
We will start procuring funds from bank, our investors and bootstrapped funds will be invested. The
procured funds will be used to lease machinery, renovate the factory according to our requirements and
convenience. Soon after this, the sufficient manpower will be recruited according to our Human
Resource plan. Our marketing strategies will start as soon the production starts; after a careful
feasibility analysis and market study, we will prepare our product line and conduct a further market
analysis through simulated environments. Post this we hope to establish relations with suppliers for our
raw materials, logistics companies for inbound and outbound logistics, and wholesalers and retailers
for distribution. Since the product is something new to be introduced in the market, it will initially take
time to settle into the minds of the consumer but seeing the affordability, convenience and great quality
we are sure our juices will find a niche in the market.
Parallelly, it would be ensured that all the licensing and legal requirements are fulfilled, as we want to
interact with all the external factors and environment ethically. Pollution check of all our machinery
would be regular in nature. Being natural juices, we will ensure all the farmers who support us in our
mission get due respect and returns, as our company is for the people and by the people. We will
continually train our personnel, and ensure that the brand name gets out amongst the target audience
through aggressive marketing strategies.
When the production is up and running, the aim is to expand the product line in terms of the packing’s
offered as well as the variants offered. Implementation of the business plan is a lengthy process and
also the worst-case analysis needs to be kept in mind that not all businesses are able to sustain
themselves and earn profits, proper contingency plan will be in system, advice of external experts
would be also taken at every point in order to flourish. But no business can function without taking a
certain amount of risk so the risk needs to be taken and the business plan needs to be implemented.

1. Worst Case Scenario and Contingencies:

Worst Case Scenario:

The fruit juice industry is highly volatile and can their demand and supply can change frequently, as
they are seasonal in nature. It can be difficult to avoid the severe situations in times when the rainfall,
large scale famine or when the weather conditions are not ideal, it would lead to a lower yield rate of
fruits. This would further have repercussions on the overall costs of production, resulting in reduction in
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 Beyond Juice – the nectar for better health
the profit margins since, the fruits which are being used are premium ones. A major threat and challenge
which Beyond Juice can find tricky to overcome is that the competition can easily emulate the business
plan which is being followed by our company because of their large scale of operations and huge capital
availability. Also, since our product is a packaged fruit juice company there nothing about the product
which the company can patent, but the only aspect about the product which can have Intellectual
Property Rights are the Trademarking of the company’s logo design and symbol. This thus, shows that
there is no proprietary form of techniques and barriers to emulating the juices which can be derived by
the company.

Also, there are chances that the consumers being so conscious about their health and fitness may reduce
their purchase of packaged fruit juices by substituting them with home-made freshly prepared juices,
keeping in mind their nutrition and need for a healthy diet. Furthermore, there are other kinds of
problems which can be faced by the company, in cases of transportation of these fruits as they are
chances that it might be subjected to spoilage, pilferage or damage of the fruits. Since, these are
perishable items the fruits need to be maintained in a cool temperature-controlled environment.

There can also be management crisis, during situations like death of one of the partners or in case of
internal conflicts among the partners due to difference in opinion existing between the partners. This
would hurt the company’s foundation and operation since, if the members in the organisation itself do
not cooperate among themselves, then it would be highly difficult for the company to exist in the long
run. In case of insolvency of a partner or during the incapability of a partner, there would be difficulty of
finding a new qualified expert to fill in his key position to run the in its nascent organisational stage.

There is a likelihood that Beyond Juice may not be able to meet with its financial obligations because of
nil amount of capital raised from angel investors as well as private placements. These financial
restrictions would considerably reduce the scale and operational reach from the modelled level which
the company

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 Beyond Juice – the nectar for better health

would have decided upon. The production may also cease and the entire planned operation may not be
executed.

Contingencies:

Several kinds of precautions can be made by the company to avoid it from reaching into such a
difficult position or for coming out of it:

 Offer Sweat Equity Share to the newly recruited employees:

As per the Section 2(88) of the Companies Act, 2013, a newly instituted company (Beyond
Juice) due to financial limitations can issue sweat equity shares to its employees as a
consideration instead of a payment in cash. The employees can work hard to result in
increased prices of shares, which could be allowed to be encashed by the employees only after
3 years of experience in the organisation.

 Delay the Date for Commencement of the business:

When certain adversities are looming over a business, the company can just go inert for a
certain period and avoid the possibilities of the starting its business in the near future. Instead
it can look for opportunities to look into prospective dates for launching of the business in the
near future.

 Hiring of a Strategic Analyst:

In order take strategic and critical decision making in cases of difficulty, a strategic analyst
should be hired for providing his insights and tactical approaches to the situation. This will
help the company to come out of its financial, technical, managerial or operational crisis (as
per the situation) and propel it into direction which can ensure a successful and secure position
for the company.

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 Beyond Juice – the nectar for better health

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Gaines, M. (2019, March 04). How to Start a Fresh Juice Business. Retrieved from
https://smallbusiness.chron.com/start-fresh-juice-business-2140.html
Kumar, G., & Shukla, R. (2018). The Packaged Juices Market in India [Ebook]. Retrieved from
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Marketing mix of Dabur Real Juice - Marketing mix of Dabur Real Juice. (2019, April 04). Retrieved
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Murray, J. (2019, June 17). Preparing a Business Plan? Include These Financial Statements. Retrieved
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Patanjali. (n.d.). Fruit juice Relevance Price: Low to High Price: High to Low. Retrieved from
https://www.patanjaliayurved.net/category/fruit-juice/184
Singh, Y. (2018). FNB News - Packaged Juice Market Growth in India - Current and Future Scenario
| FNB News. Retrieved 9 September 2019, from http://www.fnbnews.com/Marketing/packaged-
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Starting a Fruit Juice Business - IndiaFilings - Learning Centre. (2018, May 18). Retrieved from
https://www.indiafilings.com/learn/starting-fruit-juice-business/
Weedmark, D. (2018, December 19). What Is a Medium-Scale Industry? Retrieved from
https://smallbusiness.chron.com/mediumscale-industry-17687.html
Women Entrepreneurship. (n.d.). Retrieved from
https://www.startupindia.gov.in/content/sih/en/women_entrepreneurship.html

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 Beyond Juice – the nectar for better health

ANNEXURES

TYPES OF INDUSTRIES

INFOGRAPHIC SHOWING SUGAR CONTENT OF VARIOUS PACKAGED BEVERAGES

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 Beyond Juice – the nectar for better health

LABEL OF BEYOND JUICE

FRUIT JUICE MARKET SHARE IN INDIA

CERTIFICATE OF INCORPORATION

PRINT AD FOR BEYOND JUICE

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