The Fresh Press: Why we Invested?
What is the Fresh Press?
Founded by Rahul Jain, Mithil Lodha, and Dino Morea, The Fresh Press is a cold-pressed juice bar chain that offers a wide range of healthy beverages, smoothie bowls, and fruit-based desserts. The brand is associated with over 50 farmers to source fresh fruits. With over 100 SKUs and more than 35 stores across high-traffic areas like food courts, high streets, and even PVR-Inox theaters, The Fresh Press is quickly becoming a favorite for health-conscious consumers.
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Industry
India’s juice market remains largely unorganized, with 65-70% of sales driven by local vendors and stalls. Yet, the country is among the top five fastest-growing cold-pressed juice markets globally. The healthy beverage market is expected to triple by 2026, reaching a staggering $30 billion. With 38% of Indians consuming juice at least once a week, there is a clear demand for fresh, high-quality alternatives to sugary soft drinks. India is also the second-largest producer of fruits in the world, positioning Fresh Press to source and provide customers with the top quality fruits and juices
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Consumer Insights
We look closely at shifting consumer behavior before making any investment decisions. In today’s world, consumers are not just seeking convenience but are increasingly focused on health and wellness. The Fresh Press stands out by offering cold-pressed juices that are freshly made in front of customers, providing a transparent, high-quality alternative in an otherwise fragmented market.
We also recognized the importance of hygiene and standardization in a space that often lacks these essentials. The Fresh Press brings this much-needed level of quality, ensuring that consumers can enjoy healthy beverages in a clean and trusted environment—whether they’re grabbing a quick smoothie on the go or enjoying a healthy dessert at the movies. As consumer awareness of cold-pressed juice benefits remains low, this presents a unique opportunity to introduce a fresh perspective on juice consumption. The Fresh Blend concept seamlessly integrates cold-pressed juices into the Quick Service Restaurant (QSR) segment, catering to the fast-paced, health-conscious lifestyle.
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Why We Invested
One of the key factors that attracted us to The Fresh Press was their strategic partnership with PVR-Inox, granting them access to a wide and diverse consumer base across theaters nationwide. This collaboration enables The Fresh Press to reach a broader audience, offering fresh and healthy options in locations where consumers seek convenient, nutritious snacks. Additionally, their ability to integrate the convenience of quick-service restaurants (QSRs) with the freshness of cold-pressed juices positions them as a healthy alternative to sugary, processed beverages, catering to the growing demand for wellness-oriented, on-the-go options. Backed by a deep understanding of supply chain management, The Fresh Press ensures that the fruits used in their beverages are always fresh, maintaining high standards of quality and taste, making them a standout brand in the rapidly expanding market.
At GCCF, we’re excited to be part of The Fresh Press journey as they continue to provide consumers with a refreshing, healthier alternative to traditional drinks. We believe this brand has the potential to reshape the way Indians think about juice and we can’t wait to see them succeed.