Cane juice takes on cola

K.R. Balasubramanyam        Print Edition: December 16, 2007

Cane-O-La's Rao
Cane-O-La's Rao
Cane juice is emerging as an alternative to colas in India’s Silicon Valley. Cane-O-La, the country’s first branded sugarcane juice, was launched recently and has met with an encouraging response.

“We want to wean people away from artificial beverages to natural drinks such as sugarcane,” says Gopadi Srinivasa Rao, Chairman, Cane-O-La. Spurred by the huge success of the two parlours he has already opened, he has plans to unveil 100 outlets in Bangalore over the next two years. Two more are ready for launch.

The sugarcane crop is harvested, peeled and brought to Bangalore in refrigerated vans, crushed and served to consumers in mugs, within 24-36 hours of harvest. “The entire process is mechanised at every stage, and we don’t even add ice,” says Rao.

Each juice outlet requires at least 20 people, and can help those at the bottom of the pyramid. Indians have always loved cane juice, but earlier, it was available only with roadside vendors, with dubious hygiene standards. Cane-O-La’s mechanised process addresses that issue.

Rao plans to set up Cane-O-La parlours across India in the second phase of his expansion plan.

 

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