Fabmart founders launches AGAIN, a milk or yoghurt-based drinks

Vaitheeswaran K and Sundeep Thakran are foraying into the beverages market by launching their new venture, AGAIN, a milk or yoghurt-based ready-to-drink offering. This launch by the duo comes 20 years after introducing India's first e-commerce company Fabmart.com.

AGAIN is a low-fat drink that has a high content of fruits and vegetables. It retains 90 days unrefrigerated shelf life without any preservatives, colouring or artificial sweeteners.

Vaitheeswaran said, "We've worked on this product for more than 18 months, engaged with top labs and institutes in India, and people with significant experience in creating food and beverage products for MNCs to create this."

AGAIN will be competing in the non-aerated beverage market, which is expected to grow to Rs 15,000 crore by 2023. The company aims a 2.5-3% market share by 2023, which means a turnover of about Rs 450 crore.

Currently, the company has piloted its products in 50 stores across Bengaluru. It is planning to scale it up to 150 stores in a couple of months.