The ‘juice-preneur’

Sindura Borra was first introduced to juice detox in the US by her doctor when her long stint with anti-biotics was not proving to be helpful. He recommended the regime to flush out medicinal toxins, and she loved the effects it had on her. When she moved back to India after having completed her studies, Sindura thought of introducing the method to the Indian market.  

The increase in craze for detox helped this ‘juice-preneur’ create a market for fruit and veggies in a bottle. Sindura was determined to help the new generation of health conscious citizens and two and a half years ago, she founded Cleanse High, a wellness product that solves a pressing and long ignored problem.

The wellness industry is something that always caught Sindura’s attention. Why though, did an engineering graduate from the US decide to run a business that deals with fitness and nutrition? “When I decided to start something of my own, I started working on several ideas and stopped at juice detox,” says Sindura. 

It is unquestionable that we live in a toxic world. Toxins are introduced to our body by external factors like the processed food, contaminated liquids, cosmetics, pollution, smoking, etc. Some other toxins are produced within our body — bacteria in the digestive tract, undigested foods, metabolic wastage, stress, etc. Our body, just like an automobile, needs servicing once in a while in order to perform better and longer. 

“I went on to create Cleanse High Juice Detox Programme with the help of license nutritionist, therapists, and food technologists. A nourishing detox to cleanse, heal and rejuvenate the body. A practical programme for organ cleansing, designed to revive and restore your system’s integrity by supplying it with the vitamins and minerals it needs while flushing out all the toxins,” explains Sindura. 

It’s almost three years since the idea was born and it was an instant hit. “People loved the programme, realised the importance of it and introduced Cleanse High to friends and family. I was thrilled when we received a call from Shah Rukh Khan’s office. He was shooting in Hyderabad and ordered a detox from Cleanse High. We kept getting orders whenever he visited Hyderabad, and we’re glad that he enjoyed it,” says Sindura, whose clients are from all walks of life including home makers, students, doctors, and fitness enthusiasts.

“Everyone needs a detox, so we’ve had a very organic growth till date. I did not have to spend on print marketing during my initial days since the idea spoke for itself. We have built a loyal community of active, passionate people who have made detoxing a part of their life,” says Sindura,  who comes from a family of Businessmen. “I’m the first businesswomen in the family though,” she adds. 

Sindura, who did her Masters from the US, is grateful to have a family that has been ever supportive. “I’ve bootstrapped during the initial days and later on, the business could sustain with its revenue. When Cleanse High was ready to expand, the banks were supportive. We do not have any external investment in the company,” she says.

Initial challenges
The ideation and development of the product hasn’t been that challenging. “Cleanse High Juice detox is a new concept in the market. Selling the product involves educating the target customers about the need for a detox. Plus, being on this programme means skipping the regular meals. It’s an all liquid diet for about one to three days. Convincing people to do that was the challenging part,” says Sindura, who will be entering the markets of other cities after Hyderabad. 

Running a business is not easy, but Sindura says,  “Ideation or product development is the charming part of any business. Not very complicated, if you know what you want. Until then, it’s more like a college project. Working towards building your business to its maximum potential is the challenging part. It’s the day-to-day details that an entrepreneur should be ready for and must also have enough passion.” 

Other passions 
There are other things I do to break the routine. Whenever I have a reasonably free weekend, I use it to travel. I love exploring places and people. Every time I am back to work from a trip, I come back more inspired.
I enjoy reading books, journals, magazines, opinion columns, etc. 
I love spending time with my family, friends and my lovely dog.

First client
An oncologist from a reputed hospital got in touch with us on facebook. He still orders a detox every month. He has been with us through good and bad days. 

USP 
We designed an accessible and tasty preventive solution for a critical problem.
We serve juice diet programmes to restore health. 
Each drink in the detox box has a purpose and is carefully designed to cleanse, nourish and heal the body. 

A priced moment 
In the first year of Cleanse High, a regional language magazine published an article about my work. Many months later, when I was travelling in the remote parts of Andhra Pradesh, at a pitstop, the woman behind the desk at a tiny shop recognised me as “the health juice girl.” It was such a motivating moment! A senior woman remembered my story and the product even after so many months of reading it!