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Authenticity Is RAW Pressery’s Guiding Precept

January 30, 2018: 12:00 AM EST
Indian entrepreneur Anuj Rakyan, founder of cold-pressed juice company RAW Pressery, says clean label will be the hot trend in food and beverages in 2018. With that in mind, the company will base an advertising campaign on that trend this year. But Rakyan nevertheless believes that authentic products – not advertising itself – builds consumer trust. That philosophy actually prevented Rakyan from launching a new product – baby food – it spent many months developing. There were distribution problems certainly, but more importantly, the company came to the conclusion that baby food was not within its definition of authentic. Rakyan told his people, “Let’s focus on what we are good at.”
Priyanka Nair, "RAW Pressery's Anuj Rakyan on Clean Label, His Philosophy on Advertising and More", ET Brand Equity, January 30, 2018, © ETBrandEquity.com
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