Six years ago, LQI began as an agro processing company with a mission to support the rapidly growing restaurant and café industry in India. Now pivoted as a smoothie brand, today LQI boasts nearly 40 SKUs and collaborates with major brands like PVR, Third Wave Coffee, Blue Tokai, Chili’s, and many more across 16 cities.

“We started as an agro-processing company with a mission to simplify the healthy beverage options for restaurants and cafes,” says Shubham Khanna, founder of LQI. The company initially targeted the rapidly growing QSR chains in India, offering easy-to-prepare smoothie packs. These packs, filled with fresh fruit portions, allowed outlets to blend delicious smoothies by simply adding milk, water, or yogurt.

“We began in just three cities and have gradually expanded. Our growth has been supported by legendary brands like Truffles in Bangalore and Leon Grill. Looking back at last year, we managed to double our revenue,” Khanna notes.

Khanna talking to SnackFax, shares the secrets to gradual success for the company, detailing how it aims to transform the smoothie market and achieve an impressive 4x revenue growth this year.

Partnerships helps

“In fact, we anticipate that within the next two to three months, we will match last year’s revenue pace. This growth is largely due to our diverse partnerships with various brands, from pizza and burger chains to QSRs and even biryani outlets. Through these partnerships, we’ve gained a deep understanding of our customers and their preferences.”

Khanna says that for an even more thorough strategy, every six to eight months, they reassess our offerings to identify what’s working and what’s not. “This constant evaluation allows us to innovate and improve our product range,” he says.

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Another success strategy that Khanna talks about is to aid others. “While we recognize the crowded nature of the packed beverage space, we have chosen a different path. Instead of entering that market, we are helping other packed beverage brands with our solutions. Our focus is on creating Juice Wallah 2.0, a premium yet affordable option that prioritizes hygiene and daily consumption,” he says.

Understanding market and consumer preferences

LQI’s success also lies in its deep understanding of the market and consumer preferences. “For a small menu of five smoothies, a restaurant would need approximately 25 to 30 ingredients. Our solution simplifies this with portion-packed, ready-to-blend fruit packs,” explains Khanna. This not only ensures consistency across multiple outlets but also reduces dependency on skilled labor and streamlines inventory management.

Innovating beverage space

The market dynamics have shifted significantly. “Initially, QSRs focused on food, but the beverage category has seen tremendous growth due to its lower production costs and higher margins,” says Khanna. By providing differentiated products, LQI helps brands increase their average order value and profitability.

Combos have traditionally included carbonated beverages like Coke and Pepsi, but LQI is changing the game. “We offer products like Masala Shikanji in a fresh format, providing a healthier and more appealing alternative to traditional sodas,” Khanna points out. This approach caters to the growing demand for fresh, natural beverages.

LQI’s commitment to quality is evident in its offerings. “We do not use powders or artificial flavors. Our offerings are made with fresh ingredients, resulting in a better taste and health benefits,” emphasises Khanna.. This focus on freshness and quality has helped LQI carve out a niche in a competitive market.

Juice Wallah 2.0

LQI is set to take its success to the next level with the launch of its consumer-facing brand, Juice Wallah 2.0. “We want to create a premium brand that provides hygienic, daily-consumable beverages at a reasonable price. Our locations will be strategically placed near corporate offices, making it convenient for customers to order via WhatsApp or other platforms,” reveals Khanna.

The brand is not entering the crowded packed beverage space but is instead focusing on creating fresh, accessible options for consumers. “In the next 15 to 20 days, we will be live with our first location,” Khanna announces excitedly.

LQI’s journey from a humble agro-processing company to a leading smoothie brand is a testament to the power of innovation and customer-centricity. With the launch of Juice Wallah 2.0, LQI is poised to redefine the beverage market, offering fresh, premium products that cater to the modern consumer’s needs. As Shubham Khanna puts it, “We are building something unique that resonates with our customers, and we are excited about the future.”

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