Picture this-you’re within the supermarket hunting the aisles to stock up your cabinets. But everything you pick outcomes with a caveat. If it’s healthy, it’s no longer cheap. If it’s cheap, it’s now not nutritious. If it’s nutritious, it’s not tasty. And in case you do come across a product that ticks all the boxes, it’s probably got a component you’re allergic to.
That’s where Jus’ Amazin determined to shake matters up. The Bengaluru-primarily based startup has created a line of vegan, natural, soy-unfastened, dairy-free, and gluten-unfastened nut and seed butter that it claims are as scrumptious as they’re healthy. With many flavors, Jus’ Amazin is trying to create a product portfolio that caters to the unique and converting dietary requirements of its clients.
Cooking up the idea
The corporation was based two years ago through Jitin Munjal and his spouse Shilpa Mogilishetty. Jitin, an alumnus of IIT-Delhi, IIM-Ahmedabad, and the London School of Economics and Political Science, has over twenty years of enjoying commercial enterprise management and advertising and product improvement.
With a Masters in Anthropology from the University of Sussex, Shilpa has worked substantially in the company and social development quarter. She is nicely-versed in market research and media planning. The concept for Jus’ Amazin came about as Jitin and Shilpa’s child was allergic to soy and dairy. When they scouted for food for their toddler, they have been disillusioned with what they discovered.
“It was throughout this exploration process that we realized there might be a dearth of options that meet the dietary requirements of individuals – without the use of traditional ingredients like dairy, soy, or gluten – and tasted properly as properly,” recalls Jitin. This influenced them to create their personal line of products that had been 100 percent organic and catered to individuals who had food hypersensitive reactions or nutritional restrictions.
Hiccups and hurdles
Initially, the corporation confronted some setbacks while it got here to recruiting crew members. “We addressed this task via recruiting sparkling graduates,” explains Jitin. “They had the ardor to analyze and the capacity to control the hastily changing landscape of a startup.”
Also, introducing their spreads in retail outlets turned into simpler stated than executed. The answer lay in setting up the proper contacts within the marketplace and churning out consistently awesome products. For that, they needed to pick their equipment accurately, as devices that operate at high temperatures can ruin the nutritive fee of meals.
What does the label say?
Jus’ Amazin’s range of merchandise consists of three varieties of almond butter, cashew butter, and 4 peanut butter versions. It also has a multi-seed butter with watermelon, pumpkin, sunflower, and flax seeds. All the substances are procured from certified natural produce agencies in India. “We do now not use any chemical substances, processed fats, synthetic flavorings, or additives of any kind,” says Jitin. “We accept as true that chemical substances belong in labs, no longer in our foods!”
“We lay lots of emphasis on taste – a product needs to be delicious, something that humans playing eating time and again,” explains Jitin. The butter is available in 125 grams and 200 grams, and their charges range between Rs 150 and Rs 500. Currently, production and advertising are finished using the Jus’ Amazin group, which has 15 members.
Spreading throughout the marketplace
Jus’ Amazin’s merchandise is available in Bengaluru, Delhi-NCR, Chennai, Hyderabad, Mumbai, and Goa in stores such as Foodhall, Spar, Le Marche, Modern Bazaar, and Loyal World. Also, near to 20 eCommerce platforms, including Bigbasket, Amazon, and HealthKart, retail the products.
The startup also boasts of several B2B clients and the Taj Group of Hotels, and the Sheraton Hotel. “The array of flavor options we provide makes it less complicated for cooks to expand products suitable for folks that are vegan or are allergic to dairy, gluten, or soy,” Jitin factors out.
Organic food, natural growth
The startup operated with its own price range for 12 months before receiving funding from angel buyers. Jus’ Amazin makes use of an omnichannel approach with near equal awareness on online and offline channels.
The business enterprise has recorded an average increase of 15-20 percent month-on-month in its sales. Jus’ Amazin commenced with a one-room unit and progressively brought an extra system as they grew. Since then, the startup has relocated thrice.
In terms of workforce and production capability, each region’s full capability, turned into met way before anticipated, provides Jitin. Jus’ Amazin’s competition includes Happy Jars, Alpino, and The Butternut Co.
What’s next?
The Indian retail market is expected to grow from $840 billion in 2017 to $1.1 trillion using 2020. Jus’ Amazin plans to faucet into this growth by increasing its portfolio to include new merchandise, with a purpose to be launched in the next six months. The startup also intends to initiate the next spherical of funding via the cease of 2019. The Indian grocery store is anticipated to touch $540 billion through 2020, in step with a document supplied by Union Minister Suresh Prabhu.
Investors too have renewed their hobby inside the meals sector – Matrix Partners these days invested Rs 5.6 crore in food and beverage brand &Me, even as geared up-to-prepare dinner food startup Fingerlix raised Rs 31.2 crore from Swiggy. Matrix Partners additionally invested Rs 70 crore in top-class fresh milk emblem Country Delight.
