The strange high of fresh fruit juice startups

It is not easy to fight sugar. But that hasn’t stopped some of India’s brightest from jumping on the juice bandwagon.

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, …


Harveen Ahluwalia

Harveen is a co-founder at The Morning Context, and leads our Internet coverage, overseeing a team of reporters writing on startups and tech. She has previously worked as a media, consumer and tech reporter at The Ken and Mint. At The Morning Context, she writes on startups, venture capital, consumer and media businesses—from e-commerce to healthtech to streaming.

Editor, Internet