Brand Calculus, promoted by Fazle Naqvi, who is recognised entrepreneur from the lifestyle industry plans to unveil more brands by 2010. In 2008, Canadian juice brand `Booster Juice` entered India through its master franchise Brand Calculus. Talking of his expansion plans, Fazle Naqvi, Founder, Brand Calculus informs, “We plan to add more corporate stores and thereafter looks at the franchising route. We will open several stores in Bangalore in the next few weeks at Garuda Mall, Forum Value Mall, M.G. Road, and Mantri Mall. Also, more brands will be unveiled in 2010” The Booster Juice is present in three formats – a Kiosk, an inline store with some spill out seating and a café style full service Juice Bar that will have adequate seating. The size of a Juice outlet will range between 200 sq ft. and 1200 sq ft. The investments will also vary accordingly. Commenting on expanding through franchise route Naqvi said, “Franchising is a very important part of our growth plans. Our first few stores are corporate stores, to help establish operating standards and ensuring that our supply chain is fully in place. Thereafter, we are looking at franchising as being a key part of our growth plans” Like any food business, localisation is critical to market acceptance and growth. Naqvi highlights, “Booster Juice has also carried out localisation for the Indian market in terms of local taste and has added some local product as well. The signature smoothies of Booster Juice will however taste just the same when you buy them in India or the US or Canada etc.” The company plans to make investments in the brand building, both in its corporate stores as well as in the supply chain backend that it is building to serve its stores and its franchisees. This investment will today turn out to be the engine of growth for the company in the days to come. The competitiveness will come from the great smoothies that Booster Juice provides; the company hopes to build with our customers, franchisees and suppliers. Established in 1999, Booster Juice is world`s foremost smoothies and juice brand which has presence in over 200+ stores across Canada, USA, Dubai and Saudi Arabia. In India, Booster Juice owns three outlets in Delhi and Bangalore.
