Morning Fresh plans pan-India expansion by end of current fiscal

Photo: Bengaluru based start-up Morning Fresh

Bengaluru-based start-up Morning Fresh said sales of its hangover detox beverage is witnessing exponential growth and it plans to expand operations nationally by the end of current fiscal.

The product is already available in Bengaluru, Chennai and Mumbai markets and it was launched in Hyderabad Wednesday.

"We will go to Pune, Delhi, Kolkata and markets like Goa in the next six to eight months. By the end of this financial year we should be fairly national," Morning Fresh Founder, Mitali Tandon told reporters here.

The start-up's vision is to build the "Morning Fresh" beverage into a Rs 25-30 crore brand within the next three to five years.

It claimed the beverage is a natural detox drink that flushes out toxins, reduces hangovers and protects the liver.

"The product's formulation is rich in antioxidants and vitamins and it contains Vitamin C, mulberry leaf extract and silk proteins," said Tandon.

"Morning Fresh" is currently available in four flavours (in 60 ml bottles) and the start-up has plans to increase their number and also launch in sachet/powder format.

"We have two large manufacturing plants in Bengaluru. The manufacturing is completely done in-house. Morning Fresh had a turnover of Rs one crore last fiscal and we are looking between Rs three crore to Rs five crore in current financial year," she added.


Dear Reader,


Business Standard has always strived hard to provide up-to-date information and commentary on developments that are of interest to you and have wider political and economic implications for the country and the world. Your encouragement and constant feedback on how to improve our offering have only made our resolve and commitment to these ideals stronger. Even during these difficult times arising out of Covid-19, we continue to remain committed to keeping you informed and updated with credible news, authoritative views and incisive commentary on topical issues of relevance.

We, however, have a request.

As we battle the economic impact of the pandemic, we need your support even more, so that we can continue to offer you more quality content. Our subscription model has seen an encouraging response from many of you, who have subscribed to our online content. More subscription to our online content can only help us achieve the goals of offering you even better and more relevant content. We believe in free, fair and credible journalism. Your support through more subscriptions can help us practise the journalism to which we are committed.

Support quality journalism and subscribe to Business Standard.

Digital Editor

Business Standard is now on Telegram.
For insightful reports and views on business, markets, politics and other issues, subscribe to our official Telegram channel