Young Monk is a new age twist to fresh aloe-vera juices and is produced and marketed by Fusinova Beverages, headquartered in Ahmedabad, India. It is led by Keval Shah, Founder of Fusinova Beverages. The belief behind the product is to create healthier and tastier alternatives for routine beverages. Young Monk juices are fruit juices with low-sugar and Aloe Vera pulp with added Vitamins including the much sought after Vitamin B12. Currently, these fruit juices are launched in Mango, Lemon, Orange, Kokum, and Lychee flavors. At the moment, the drinks are available in bottle packaging of 200 ml.
How did you come up with the idea of Young Monk ?
The idea of going with a ready to serve beverage that is actually good for health came from a personal harrowing experience from the available aerated drinks in the market. I, personally, am suffering from an acute problem of Uric Acid. This problem started due to an overconsumption of aerated drinks when I was working as Area Manager Sales for a reputed company based out of Delhi. This made me wanted to start something that not only not deteriorates the health but also contributes to the health positively.
What problem Young Monk is solving?
The main problem that Young Monk solving is non availability of healthier alternatives to refreshment drinks at a mass affordable rate.
What do you want to achieve from
We want to be the top company in healthier beverages line and expand internationally as well within the next 10 years.Young Monk Vision
What is your target market?
Our target market is any person who can wants to enjoy a range of fruit juice refreshment drinks without compromising on their health. Urban youth, working executives, millennials, caring mothers & fathers, etc. are all our target market.
How much time did it take you from conceptualization of Young Monk to actually launching it in the market?
The time taken from conceptualisation to market launch was about 1 year and 3 months. Though product improvements and research is an ongoing procedure and we will be having improvements continuously.
What is the revenue model of Young Monk?
Young Monk sells in the market for MRP Rs. 25/-. We have a channel of sales set up where a distributor and a retailer is involved.
What best Marketing practices/tools that you always rely on the business development, marketing, and branding?
The best marketing practice is the word of mouth publicity that one can rely on. If your product is good, people will discuss amongst their grapevines and be a brand ambassador for you. In other cases, in today’s world, social media marketing is one tool that definitely is striking the chord. With the amount of data generated daily, targeted marketing has become a reality and we can get more from the same budget. Traditional mediums like TV and Radio advertisements also have a lot of clutter these days and the product for specific targeted market is not possible. Hence, a 360 degree marketing approach is necessary.
What are your customer acquisition strategies?
The main plan is to concentrate more on sampling in the initial launch period. I am very much confident on the product and hence a direct sampling at prominent outlets is what will make our product stand out and reach to the masses. Also, we have a media kart advertisement campaigns starting for Ahmedabad market. Newspaper inserts and digital marketing will also be used as mediums to market our product.
Who are your biggest competitors?
Indirectly, the whole ready to serve beverage industry is our competition. The true competition is coming in from big heavyweights who are launching fruit juice drinks in much lower price bracket with compromising the actual benefits of fruit juice drinks.
What is your competitive advantage?
We are not just fruit juice drinks. We are fruit juice drinks fusion-ed with Aloe vera, with added vitamins B complex and C and 50% less added reduced sugar.
What skills Do you want in your employees/team at the time of hiring?
Hard work and smart work are 2 things that I am looking in my team currently. Honesty is again a quality that will take the employees further in their life and help in their career growth.
What expansion plans are you looking for the next 2 years, next 5 years, next 10 years ?
In the next 2 years, we want to expand to neighbouring states and have a operating profit for our business. In the next 5 years, we aim to have our own manufacturing plant and expand to key cities of the country.
In the next 10 years, we want to cover whole of India and also start exports to the other big countries. We also plan to launch other lines of products within the same brand name.
What was the most challenging part of your journey till now? How did you overcome those challenges?
The most challenging part was the product development part. With no technical knowledge, it became difficult, not only to understand but also to carry out research of the product being developed. Continuous learning and an inclination towards gaining knowledge is what made me overcome the challenge.Challenging part of journey
How your current profile has transformed you as a person?
In one line, it has made me much more responsible as a person.Impact of Young Monk on Mr. Keval Shah
What is that One thing you would like to change in Young Monk today?
The organisation is taking its natural course and we are happy with the way the organisation is evolving. We might learn some things the hard way but that will only make us stronger.
What advice you want to give to Young Entrepreneurs/Startups?
Follow your heart and don’t be disappointed with minor speed bumps that come your way. Learn from the mistakes and use that learning to grow in life. Have confidence is what you are doing and success will definitely follow.Keval’s advice to Entrepreneurs & Startups