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Official Again Drinks News Release

  • Undeterred by setbacks, K Vaitheeswaran is a man who is always on the lookout for new opportunities. Speaking to him a year after meeting him in a cafe in Indiranagar in Bengaluru, I realise that the entrepreneur has unwavering determination.



    The founder of India's first e-commerce platform Indiaplaza, Vaitheeswaran has launched AGAIN, a ready-to-drink beverage.



    I realise that despite the setbacks, his sense of humour is very much alive..



    Despite his strong resistance a year ago, Vaitheeswaran is now busy giving media interviews and posing for the shutterbugs with the launch of his new venture..



  • Twenty years after launching India’s first ecommerce company Fabmart.com, Vaitheeswaran K and Sundeep Thakran are back with a new venture, AGAIN, with an intent to disrupt the beverages industry.



    The duo on Wednesday unveiled low-fat milk or yoghurt-based drinks which have a high content of fruits and vegetables, while still retaining a 90-day unrefrigerated shelf life without any preservatives, colouring or artificial sweeteners.



    “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,” Vaitheeswaran said.



  • The co-Founders of India’s first E-commerce company Fabmart.com, the co-founders of India’s first integrated online-to-offline retail company Fabmall, are back in the game to disrupt the beverage market.



    Serial entrepreneur, author and industry veteran, Vaitheeswaran K along with co-founder Sundeep Thakran have launched beverage called AGAIN .



    AGAIN has the goodness of low fat dairy (milk or yoghurt), real fruits, nuts, vegetables and natural sweeteners. It has zero refined sugar, no added preservatives, artificial flavours or colours. It is wholesome as it contains puree or paste and not juice or concentrate. The drink has been specially created to be stored at ambient temperature without requiring refrigeration, allowing convenient, on-the-go use cases. This is a huge breakthrough from a process and formulation point of view.



  • The co-Founders of India’s first E-commerce company Fabmart.com, the co-founders of India’s first integrated online-to-offline retail company Fabmall, are back in the game to disrupt the beverage market.



    Serial entrepreneur, author and industry veteran, Vaitheeswaran K along with co-founder Sundeep Thakran have launched beverage called AGAIN .



    AGAIN has the goodness of low fat dairy (milk or yoghurt), real fruits, nuts, vegetables and natural sweeteners. It has zero refined sugar, no added preservatives, artificial flavours or colours. It is wholesome as it contains puree or paste and not juice or concentrate. The drink has been specially created to be stored at ambient temperature without requiring refrigeration, allowing convenient, on-the-go use cases. This is a huge breakthrough from a process and formulation point of view.



  • K Vaitheeswaran, popularly known as the 'father of e-commerce in India' along with co-founder Sundeep Thakran is foraying into the beverages market in India with Again, a milk-based ready-to-drink offering.



    The founders claim that Again is the only beverage range in India - maybe even the world - made with low-fat dairy (milk or yoghurt), real fruits, nuts, vegetables, and natural sweeteners. The product has zero refined sugar, no added preservatives, artificial flavours or colours and contains puree or paste and not juice or concentrate.



    The drinks have been created to be stored at ambient temperatures without requiring refrigeration, allowing convenient, on-the-go use cases.



  • The beverage does not have any refined sugar, added preservatives, artificial colours or flavours, does not require refrigeration and has a shelf life of 90 days



    Two of the six co-founders of India’s first e-commerce company Fabmart.com and first online-to-offline retail company Fabmall, have teamed up to launch another first in the organised beverage market with the launch of Again Drinks.



    A ‘Made in India’ product right from its formulation to the process, Again Drinks is positioned as a healthy and tasty beverage brand that promises to be wholesome as it uses real ingredients from the five major food groups as defined by the USDA (United States Department of Agriculture), namely dairy, fruits, vegetables, nuts and grains.



  • Again would offer two variants of double-toned milk with almonds, cashews, dates; and strawberry, chocolate, jaggery - and two variants of double-toned yoghurt - alphonso mango; and carrot, orange, banana.



    Twenty years ago K Vaitheeswaran and Sundeep Thakran unveiled India’s first e-commerce company Fabmart.com along with four other co-founders in a room called ‘Tipu’s Chamber’ at a prominent hotel in Bengaluru.



    The venture which was later rebranded as Indiaplaza.com shut down in 2013 after 14 years due to various factors including lack of funding and inability to compete with new players like Flipkart and Snapdeal.



  • AGAIN is gearing up to offset the huge gap in the ready-to-drink beverage market in India. According to the beverage start-up promoted by serial entrepreneurs, Vaitheeswaran K and co-founder Sundeep Thakran, the product, claimed to be the only drink range that contains low-fat dairy (milk or yoghurt), real fruits, nuts, vegetables and natural sweeteners.



    “This is an exciting time for the beverage market in India. Currently pegged at Rs 43,034 crore, it is expected to touch Rs 1,30,000 crore by 2030. In my opinion, it is the Rs-10,680-crore health drink segment that has the best prospects,” said Vaitheeswaran.



    “Given the growing interest in health and wellness among urban consumers, beverages that bring together the best of nutrition and taste are the ones to watch out for. Besides, dairy-based drinks have a huge untapped market,” he added.



  • K Vaitheeswaran joins hands with Indiaplaza co-founder Sundeep Thakran to launch Again. The health drinks startup aims to make a dent in the beverage market with a nutritious product that combines the five major food groups.



    On September 29, 1999, at Gateway Residency’s Tipu Chamber, K Vaitheeswaran and his five co-founders had announced the launch of Fabmart, which later led to the launch of India’s first ecommerce platform, Indiaplaza. Twenty years down the line, Vaitheeswaran, and one of his earlier co-founders Sundeep Thakran launched his next startup: Again.



    Again makes and markets a yoghurt-based health beverage by the same name.



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Official Again Drinks Press Release