How did the idea for The Yellow Straw come about?
Vikram: Piyush brings food to the table, whereas I bring health/fitness to the table. When we both contemplated a possible F&B startup we roamed around streets and even cities across India.Piyush and Vikram: Recognising the dearth of organised juice brands, the brand set out to fill the gap with its fresh, cold-pressed juices and other healthier alternatives. We observed that there’s a big need gap when it comes to organised fresh juice players!
We launched it in May 2014 with a small shop-in-shop outlet near Calcutta High Court. People discouraged us at the beginning saying who will buy a glass of juice ranging between Rs 50 and Rs 100 when roadside juice wallas are selling for Rs 20-30 per glass. But this further motivated us to kick-start this venture and give a healthy, hygienic and plentiful variety of options to the people to have a fresh glass of juice.
Ten years ago, the health food market was not as evolved. What are some of the changes that you have seen over the years?
Not just 10 years ago, but surprisingly even today across India, not a single national brand dedicated to fresh juices, shakes and salads segment exists. During our R&D phase, most people suggested to us that it will be a very difficult and tricky idea to sell juices in the market which is strongly dominated by hot tea. But over the period, we have seen remarkably positive changes when it comes to the acceptability of fresh juices-shakes-salads! We proudly claim that The Yellow Straw has been one of the key brands in Calcutta to drive this change.
Lifestyle changes, climate changes and lastly Covid-19 have all collectively changed the adaptability as well as acceptability of healthy food in our day-to-day life. Be it kids, working professionals or even a homemaker, everyone aspires to be healthy and fit. Technology has also played a crucial part in evolving the health market with plentiful apps, online sessions, and YouTube channels creating awareness subconsciously.
What are the challenges you faced when setting up and expanding?
Not a cakewalk. For us, it was almost creating a new category in the city. When we started in 2014, getting a slow-squeezing juicer was in itself a huge task. Not even a single brand in India was using it in a retail format, leaving aside manufacturing or even importing it. During our expansion phase, landlords were always doubting the juice business and whether we would be able to pay up our rent regularly. The next challenge came in the form of good back-end systems to monitor and control a chain of outlets, since none of us were from a F&B background.
Why did you choose the QSR format?
Juices and shakes are primarily grab-and-go products if we think from the customer’s perspective. Since our focus was majorly towards products which could be prepared fresh, on the go and at a quick speed, the Quick Service Restaurant format was a no-brainer. In India, QSR is one of the fastest-growing formats. Most importantly, this format is scalable and easier to replicate, especially for bootstrapped startups like ours.
Since there is a lot of healthy and fresh produce involved, what are some of the quality checks to ensure that the food/drink remains fresh?
We adhere to a strict QC system, both at the central purchase as well as outlet levels. Dealing with perishable ingredients while maintaining the freshness quotient is an extremely challenging job. We convey the seriousness of quality to our team in a straightforward manner: Any fruit which you cannot offer to your kids, don’t offer to the customer. A dedicated quality audit team roams across different locations frequently and a QA score is mapped against every visit.
What are some of the bestsellers from the brand?
Solo juices: Watermelon and Valencia Orange
Mixed juices: Yummy Tummy Straw (Mosambhi/Orange, Pineapple, Pomegranate, Grapes, Apple and nothing), Red Berry Straw (Apple, Strawberry and nothing) Hydrator Straw (Watermelon, Mint, Lemon and nothing) Skin Glow Straw (Apple, Beetroot, Carrot, Lemon, Ginger and nothing).
Fruit shakes: Mango Shake, Strawberry Shake and Dates Banana Shake.
Milk shake: This range is crazy among youngsters, and all of them do very well.
Salads: Premium Mix Fruit Salad; Sprouts, Nuts & Seeds Salad, Watermelon Feta Salad and Protein Power Paneer Salad.
Sprouts Wrap and sandwiches such as Chatpata Paneer Sandwich as well as Cheese Corn & Capsicum Sandwich do very well. Our Fruitzee Sundae and Mango Sundae along with Mint Cooler and Daab Paani Lemonade are also some of the top sellers.
Any plans of venturing into mainstream food space?
In a healthier alternative space, yes. Our experience suggests there is immense potential in this space and especially after Covid, many people are conscious of healthy and mindful eating.
Your 14th outlet this year, and a goal to reach many more in the next year, what is the plan in place for that?
Currently, all our outlets are completely owned and managed by us. We have plans to expand further in the city at the right locations and quite a few stores are in the pipeline. At the same time, to grow at an even faster pace, we are exploring franchisee opportunities as well. We are also exploring launching our brand in a couple of cities very soon.
What is the most gratifying part about the job?
On a lighter note, selling juices and salads in the city of chaiwallas! On a serious note, we have been able to ease customers’ search for healthier alternatives.
Are either of you health freaks? If yes, what is your passion for health like?
Piyush: Vikram is a health enthusiast. He is a regular at the gym and running. Even during trips, a round of free-hand exercise clubbed with healthy bites starts the day for Vikram. I am more of a foodie but am always motivated by my partner aspiring to be fit.
(L-R) Protein Power Paneer Salad; Skin Glow Straw, a combination of ginger, apple, carrots and beetroot; Fruitzee Sundae, a healthy indulgence
Pictures: The Yellow Straw