Genius Speaks

Unable to get a government job, this youth from Nalbari in Assam starts making fresh juices from endangered fruits

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After facing severe challenges, Assam’s Pranjal Kumar Medhi has been successfully running his fruit juice business in Assam. His juice brand Refresh has received overwhelming response from the customers who found it an immunity booster product. Want to know more? Continue reading..

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The beginning

Twenty nine year old Pranjal Kumar Medhi aspires to take his business to the new heights by rapidly expanding his business in the state and then taking to the whole north east region.

The company

Medhi runs a company named New Born Enterprise which makes nutrition rich fruit juices of indigenous minor fruits such as Garcinia, Jujube, Wood Apple and Ginger which according to him is a unique concept. He says not many people make juices of such minor fruits which are in abundance in Assam. He hails from Nalbari from where he took a formal training to start his manufacturing unit.

The background

Medhi who is an art graduate, founded his company in 2018 after he gave up a dream of bagging a government job after repeated failed attempts in qualifying government exams. He could not see a future in this and thus ventured into entrepreneurship and started making juices under the brand name ‘Refresh’.

“One day I went to a local shop and bought a fruit juice but I did not like its taste. After telling this to my mother, she suggested me to make fruit juice from locally available fruits. It really prompted me to work on this and I succeeded in doing this,” Medhi says.

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How did it begin?

He says after thorough consultations with the experts, he brought juicer mixer and other equipment for manufacturing juices of the said fruits. He has tied up with around 200 local farmers who are also part of Farmers Producer Organisation who provide fruits to Medhi including some wastage of such minor fruits.

The initial investment

He spent roughly Rs 2 lakh on purchasing the necessary equipment and then started manufacturing around 2,500 bottles of juices of Garcinia, Jujube, Wood Apple and Ginger every day. Medhi’s company New born enterprise is incubated with NEATEHUB ,an AIC-AAU Incubator based in Jorhat, Assam.

The customers

A single fruit juice bottle of 150 ml each is being sold at Rs 10 primarily to local hotels, restaurants and grocery stores. He says that he received overwhelming response from the hotels and restaurants because this is the unique concept and finding such juices in the market was not possible earlier.

Speciality

Medhi believes that his ability to meet the demand of his customers is his biggest strength. As an instance, if he commits his customer to manufacture 5,000 bottles in a day, he would certainly meet the target irrespective of the any condition.

Get in touch

Pranjal Kumar Medhi
6000067895
Keywords: Refresh, Chalgenius, fruit drink, north east, New Born enterprises

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