Two brothers, one startup and an urge to create an honest impactful brand: Groovy’s inspiring story - MENA startups, innovation, and tech news


Two brothers, one startup and an urge to create an honest impactful brand: Groovy’s inspiring story
Startups, Stories

Two brothers, one startup and an urge to create an honest impactful brand: Groovy’s inspiring story

While we all were sitting home, groovy started out with a vision to create and give Mitkaran Singh and Rajneesh Sharma started the production of fresh and original juices and they sold 150ml packs for 10 INR each. They started out in the year 2020 during July amidst the pandemic. The water plant is located in Rudrapur, Uttarakhand.

About the brand

Groovy produces original flavors of the juices. Their vision is to create something from the scratch without adding filters to their product. They give the customers a bottle that straight away feels like it has been brought from nature’s basket. “We believe in the transformative power of stories — and in our drinks, we have weaved the stories of childhood flavors.” quotes. Groovy has come out with its brand new six flavors: Guava, Mango, Anar, Mint-O-Lemon, Lychee and Mixed Fruit.

All the flavors give you an essence of your childhood and that’s what makes the brand so special. Started out in the year 2020, the company has made a lot of accomplishments in a very short period of time. The company has made around INR 15 crore packet of juices sales. Not just that, the main focus of the company is to sell as much as possible to the north Indian towns as well as rural areas which are harder to connect.

Taking their business online and making sales out of it is not their primary focus. “Groovy is that dream which came true. It unleashes freshness from the very first drop. Enriched with rich vitamins, multi-nutrients, and quality fruit extracts, Groovy is not just a drink-it's a story woven in the form of joyful and bright squeezy packs.” the brothers claim.

Offline Strategy

The company focuses on the offline part more. The founder: Mitkaran explains “Large brands moved online to sell in metropolitan cities and urban areas. But our focus is on Tier II and Tier III towns, rural areas and places that are difficult to reach even for large brands, such as towns in hilly areas. Most of our sales come from such areas. We are still not present in Delhi, Mumbai and other metros.

There are several challenges in sending our products to the last mile, especially considering the terrain and road connectivity. But our units are well-established with their own fleet of trucks, which is already experienced in covering such areas.” With creative packaging design, great taste and a vision that’s not just a dream anymore, Groovy has marked its name in everyone’s heart and has a long way to go.

“Start small, think big. Don’t worry about too many things at once. Take a handful of simple things to begin with, and then progress to more complex ones. Think about not just tomorrow, but the future. Put a ding in the universe.” -Steve Jobs

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