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Brand’s Journey So Far

When Piyush Kankaria and Vikram Khinwasara contemplated a possible F&B startup, they recognized the dearth of organized juice brands in India. Both individuals realized that such a basic need has come with a big opportunity. Hence they decided to start a fresh fruit juice bar chain named ‘The Yellow Straw’ which later expanded on healthier alternatives like salads and other options. Their brand was launched in May 2014 with a small shop near Kolkata High Court. The brand set out to fill the gap with its fresh, cold-pressed juices & other healthier alternatives. 

People initially discouraged them saying ‘Who will buy a glass of juice ranging between Rs. 50 – Rs. 100, when there are roadside juice walls, selling for Rs. 20-30 per glass?’ But this further motivated them to boost their venture and give a healthy, hygienic, and plentiful variety of options to the people to have a fresh glass of juice.

Driving the Brand

During the R&D phase, most of the people suggested that it would be very difficult & tricky to sell juices in the market which is strongly dominated by hot tea. But over the period, the brand has seen remarkably positive changes when it comes to the acceptability of fresh juices, shakes, and salads. Lifestyle changes, climate changes, and lastly Covid-19 have all collectively changed the adaptability as well as acceptability of healthy food, making The Yellow Straw a key brand in Kolkata to drive this change.

Brand’s USP

The Yellow Straw is one of the organized fruit juice chains in India that has been delighting taste buds and promoting a healthier lifestyle for the past nine years. Serving an exquisite range of juices, salads, shakes, and nutritious meal options, the brand is driven by a profound desire to make their city juicier and healthier. 

Future Plans

The brand plans to expand further in the city at the right locations and a few stores are in the pipeline. To grow at an even faster pace, the brand is also exploring franchisee opportunities. Along with the expansion at the city level, the brand is also exploring to expand to other cities. 

Conclusion The Yellow Straw is committed to serving healthy food alternatives to its customers and bringing healthy, hygienic, and variety of fresh juices to the table. 

• STORE HIGHLIGHTS

Retailer/ Brand Name: The Yellow Straw

Parent Company: Absolute Health Enterprise

Company Headquarters: Kolkata

Launch Year: 2014

Key Executive: Piyush Kankaria & Vikram Khinwasara

Retail Format: Quick Service Restaurant

• KEY SPECS

Target Customer Base: Health Enthusiast- Professional, Family, Students, and Elderly people

Unique Offerings: Cold-pressed Juice, Salad, Fruit Shake, Thick Shake, Wrap, Sandwich, Sundae & Healthy Meals

Options for Take-out, Delivery, or Catering Services: All are available

Type of POS: Petpooja

• PERTINENT NUMBERS

Number of Retail Outlets Currently: 15 outlets

Current Seating Capacity: 12+1 varies from location to location

Number of Employees: 83 employees

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