K Vaitheeswaran, along with co-founder Sundeep Thakran is foraying into the beverages marketplace in India.
K Vaitheeswaran, popularly called the ‘father of e-trade in India’ in conjunction with co-founder Sundeep Thakran is foraying into the beverages market in India with Again, a milk-based geared up-to-drink offering.

The founders declare that Again is the simplest beverage variety in India – maybe even the world – made with low-fat dairy (milk or yogurt), real culmination, nuts, veggies, and herbal sweeteners. The product has zero subtle sugar, no delivered preservatives, synthetic flavors or hues and consists of puree or paste and not juice or concentrate.

The drinks had been created to be stored at ambient temperatures without requiring refrigeration, permitting handy, on-the-cross use instances.

At a time while retail shelves are inundated with sugary, fizzy beverages and tasteless fitness liquids, Again is geared toward developing the tasty and healthful food trend in India. It is located as a pick-me-up for workplace conferences, a fresh accomplice for the gym, a fab icebreaker at social gatherings, and mid-day snacking at paintings or home. The liquids are to be had in 200ml bottles and priced at ₹50. They have been launched at an introductory rate of ₹39.

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Speaking approximately the challenge, K Vaitheeswaran, co-founder, Again Drinks, says, “We see a huge gap inside the geared up-to-drink beverage market in India. Right now, customers are forced to select among delicious and nutritious. Whether its consumers are buying at retail outlets, patrons are eating out at restaurants or passengers at airports; we marvel why they cannot have both?

“The excessive sugar content and preservatives in addition to sizeable quantities of artificial ingredients in popular beverages is disconcerting. Given the contemporary situation, it is of paramount significance that we offer nutritive food choices that are without difficulty handy and less costly without compromising on the flavor factor. Again, we endeavor to do precisely that. And I even have a feeling that that is going to be a thrilling journey,” Vaitheeswaran adds.

Four variants of Again were pilot launched in select stores in Bengaluru and online grocery stores. Shortly, the variety could be available throughout retail chains in key towns. The brand offers versions of the double-toned (low-fat) milk drink – almonds, cashews, dates; and strawberry, chocolate, jaggery. The different editions are double-toned (low-fat) yogurt drinks – Alphonso mango; and carrot, orange, banana.

Commenting on the logo’s USP, Sundeep Thakran, co-founder, Again Drinks, says, “It has been an interesting venture to create a range of drinks that rank high on vitamins as well as flavor. Instead of refined sugar, we’ve used honey and jaggery as healthful substitutes. Again liquids have one hundred consistent with cent herbal elements, with the highest fruit/vegetable content material, that too as puree and now not juice or listen, compared to another beverage or dairy product in the market.”

Vaitheeswaran and Thakran were co-founders of India’s first e-commerce company Fabmart.Com (later rebranded to Indiaplaza.Com) and India’s first included on-line-to-offline retail organization Fabmall (acquired and re-branded as the More chain of shops by the Aditya Birla Group; lately obtained by Amazon).

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