RockClimber relies on authenticity and quality to penetrate India's beverage market.

India boasts a vast and competitive beverage market, with numerous established brands and new entrants like Bira making their mark. Among the newcomers is RockClimber, a company producing fruit beverages and spirits specifically for the Indian market. Their products are made from locally grown fruits such as jamun, grapes, pomegranate, kiwi, mulberry, and litchi. RockClimber aims to reduce fruit wastage and create a sustainable ecosystem for farmers.

In a conversation with cofounder Hariprasad Shetty, he shared insights on what sets RockClimber apart from competitors and their future plans. Here are the highlights:

Differentiation in a Competitive Market: RockClimber distinguishes itself by using high-quality fruits and experimenting with unique combinations that reflect global flavor trends. Their focus is on offering fresh, exciting, and diverse beverages while maintaining the authenticity and quality of their products, unlike many competitors who rely on artificial flavors and preservatives. Their commitment to authenticity has resulted in significant market traction over the past three years, with increasing revenue and a growing distribution network across 11 states, processing 3,000 tons of fruit from 200,000 small-scale farmers.

Distribution Strategy: Recognizing the importance of a strong distribution network, RockClimber adopted a systematic approach to build it from the ground up. They identified territories and partnered with experienced distributors who understand local market dynamics. Having established a robust distribution network, the company now plans to ramp up marketing efforts, particularly through online channels.

Farmers benefit from a stable, assured source of income through timely procurement of their produce, immediate payments, and access to a large pool of buyers. RockClimber started with 500 tons of fruit procurement and has now surpassed 5,000 tons. They aim to increase procurement volumes by 10 times in the next 2-3 years, significantly reducing fruit loss and positively impacting farmers' livelihoods. The company also plans to recruit local talent, providing employment opportunities as they expand.

Global Expansion: RockClimber plans to scale their farmer base to 1 million within three years, build a platform for farmer outreach and communication, develop a patented mobile fruit processing system, and establish export units in select locations for the UAE and Africa markets. They anticipate that 30-35% of their revenue will come from global markets, with the UAE offering a significant opportunity due to its experimental consumer base with international tastes.