The strange high of fresh fruit juice startups

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Editor's note: It seemed like a promising little firm. Based in New Delhi, MyGreens checked all the boxes for a startup that could go the distance. Founded by IIT and IIM alumnus Anurag Mishra and entrepreneur Rohan Gupta in 2015, it started with the idea to sell fresh juices. Its ambition made it to a bunch of publications, and by 2017, the company was earning about Rs 1 crore ($140,000) in revenue and had secured angel funding of Rs 3-5 crore ($420,000—$700,000) from LetsVenture. To expand its operations to Mumbai, the company acquired another juice brand, JusDivine. On his LinkedIn page, Mishra writes, “Started in 2015, MyGreens is India's second largest cold pressed juice brand. Featured extensively in public media, it has been voted by NDTV and Times of India as India's leading cold-pressed juice brand. It has also been featured on ET Now and NDTV Prime.” But it is 2020 and MyGreens can’t be found anywhere. There is no update on whatever happened to its business or potential. Its filings with the Registrar of Companies show that it earned a revenue …