Frustrated with their own jobs, three brothers came up with an energy drink nearly two decades back and were the first to launch probiotics in India, currently fetching a multi-crore turnover annually.
How it began?
Three Kapoor brothers -Ravi, Hanish and Manish, now in their 50s and based in Varanasi were working in different fields with reputed companies. But were frustrated with either their job profiles or the manner in which things were being done.
The brothers had inherited pharma trading business from their father but they wanted to do more than just operating as a distributor. So they together set up their own company ~ Genext Labs ~ in 2002 and with it launched Enron Energy Drink, which immediately gained immense popularity. “We wanted to do something of our own that will not only be unique but will also be of help to the society,” Ravi Kapoor told chalgenius
There are a total of five co-founders. Manish Kapoor was a chartered accountant and was into Indian Revenue Services, said Ravi, who is a pass-out from BHU in 1993. The two other co-founders Rajesh Srivastav and Sushil Tiwari, were equally dissatisfied for not being promoted and not getting any job satisfaction. All five had quit as they were frustrated with their current jobs. Currently, the manufacturing unit is in Haridwar while the head office is in Delhi.
Wide range of products
The company offers around 30 products. The signature product is Enron Health Drink that was launched in 2002 followed by probiotics that have also gained much popularity. In 2018, the vital gold anti-oxidant product was launched and is also much sought-after in the market.
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Enron and Probiotics
Enron, well-known in Eastern Uttar Pradesh and Bihar, is a unique combination of energy rich glucose and sucrose which helps in overcoming fatigue instantly. It provides 5 vital electrolytes that are normally lost in sweating or any physical exercise. “In 2006, we introduced probiotic products in the market and were the first company to launch such products in the country. Probiotics are live bacteria and yeasts that are good for you, especially your digestive system,” said Hanish to Chalgenius.
Losses during Covid
The company was doing fine when Covid struck and brought the entire business to a standstill. Ravi recalls how the overall revenue dipped by three times with zero sales being recorded in April-May while for three-four months revenue dipped by a crore. “But we were quick to adapt to the changed circumstances and immediately shifted our focus from nursing homes to medical retail shops. Till then we were dealing directly with nursing homes and now we went with the retail medical stores. We worked harder and finally got rewarded as we not only managed to overcome our losses but made a huge gain,” said Ravi.
The company plans to enter the ready-to-drink market in the next two months. “We want to come up with lifestyle products that are known as zero calorie fitness drinks. We are presently in touch with consultants for the technical knowhow,” Rajesh told Chalgenius.
Secret of Success
The founders said that the taste of their products make them different. Even though many probiotic products have entered the market continue to be the favourite among the consumers. Along with this, digital marketing drive will be intensified. Enron has been marketed through Amazon since September 2019.
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