Interview: Shashank and Rajat Jain, Co-founders of Strawfit, Milk Flavouring Straw


Shashank and Rajat Jain, Co-founders of Strawfit, Milk Flavouring Straw with Colostrum

Founded by Indore based brothers Shashank and Rajat Jain, Strawfit is a just a good old straw that is packed with flavouring balls, which when dipped into a glass of milk and sipped through, turns our regular boring milk into a wholesome and delightful drink.

Hailing from a family with over 35 years of experience in the FMCG sector, Shashank and Rajat have created a product with added Colostrum, which increases its nutritional value that boosts immunity and promotes growth. Strawfit aims to be The New Way Of Drinking Milk.

Tell us a little about yourself

Both of us were born and brought up in Indore. After getting our bachelor’s degree in Civil Engineering in India, we went ahead to get a Master’s degree in Construction Management from the University of Birmingham and the University of Manchester, respectively.

However, after returning to India, with our predilection for food and a family already in the FMCG sector for years, we realised our inclination to contribute to the same in India and founded Bourgeon Foods by launching Strawfit.

Please tell us a little about your entrepreneurial journey

We hail from a business family. After completing our studies overseas, we returned to India and began working in real estate, with our first project being the construction of commercial farmhouses.

However, our fondness for food and experimentation helped us recognize that there were certain gaps in the milk flavouring market that may be filled, prompting us to join the food and beverage sector with Bourgeon Foods.

What product(s) do you offer at Strawfit?

 Strawfit is India’s first patented, unique flavour-filled straws that, when dipped in a glass of milk and sipped through, offer a fun and wholesome milk-drinking experience.

The product is naturally made, contains no additional preservatives, and has the added advantage of colostrum.

Colostrum is the first milk produced by a cow after giving birth. This milk is exceptionally enriched and nutritious, yet it is rarely accessible to people on a regular basis.

Moreover, it contains no artificial sweetener and is sweetened with stevia, making it a fantastic, hassle-free alternative to your typical heavy and sugary milk-flavouring powders.

What is unique about your brand?

What makes Strawfit unique is our ideology of Concept, Convenience, and Health. The concept of flavoured straws and the convenience of using them was something no one possibly thought of, which made it different from other products.

Additionally, over 30 added nutrients, including colostrum, also play a major role in achieving the standard of health quotient set by us.

What made you choose this type of business?

In our general lives, we noticed that it was quite a task to get the children to drink milk. Whether it was the taste of milk, or monotonous flavouring powders available, there was an issue that needed to be addressed with a creative approach.

During our research, we discovered that there had been no significant advances in milk flavouring methods in the previous two decades.

Hence, we decided to develop Strawfit as a result of the inspiration to produce something innovative for the Indian client base.

What was your mission at the outset?

We’ve both always had an inclination for good food. We were determined to make each of our products have distinctive and unique characteristics in their niche. It became our mission to create a fresh, nutritious, and novel product.

What’s your company’s goals?

Initially, the company started with the goal of entering the milk flavouring market with a product that was healthy to have, convenient to use, and unique enough to be excited about.

We wanted the product to be significantly different from options that have been available in the market for the last few decades.

After seeing the recognition Strawfit received, R&D is underway to create more innovative products with the aim of developing a richer taste for health and creativity in their customers.

How many employees in your organisation?

Bourgeon Foods is a family of 15 members, each with a specific area of expertise. In our company, we have a tradition in which everyone is responsible for their area in their own unique style, giving them the flexibility to work and explore their abilities and potential. “Teamwork divides the tasks & multiplies the success.”

We are gradually increasing in number, with new talent consistently joining us. Our team has members with both 30 years of market experience, and freshers, but all of them are proactive with innovative ideas and creativity. This unique combination of experience with enthusiasm makes our team a unique one.

What have been some of your failures, and what have you learned from them?

We would not address it as our failure, but in the initial phase of the lockdown, like many other growing ventures, we hit rock bottom. But slowly and gradually, we got back on track, and the response we got was terrific.

We learned about the uncertainty of the market and how to deal with adverse situations and come out stronger with new skills and techniques.

What was the inspiration behind turning an entrepreneur

Our deep inclination toward the food industry, and fascination with eating good food was our inspiration and driving force to jump into the industry. We wanted to start something new and more significant, and that’s how Bourgeon Foods was founded.

We conducted several surveys and research to realise that there has been no innovation in milk flavouring straws for about 2-3 decades.

We conducted intense R&D that gave birth to the idea of doing something special, which led to the revolutionary Strawfit Milk Flavouring Straws.

Key things to consider before starting a startup?

Before bringing any product (referring to the FMCG sector) into the market, one must ensure the consumer’s needs and requirements of the product.

We follow a simple practice called “put yourself in their shoes.” We question, “What if I was the consumer?

What can I expect from this product? Will it meet my needs?” This practice helps us to get a closer picture of the product’s acceptability in markets.

Our most important consumers are kids, so we conducted several surveys for moms to know what they like to feed their children. We make sure Strawfit has got it all covered.

What are some of the biggest mistakes you’ve made?

Strawfit is in the budding phase, and there’s a lot of learning that we go through. Mistakes are bound to happen; these opportunities help us learn and grow.

Your success tips for young and aspiring entrepreneurs?

We are a country of young and enthusiastic talent. The advice which we want to give is to have clarity of thought about your idea (business plan) and to have a fairly decent vision about  the upcoming trends in the market. Be optimistic and never lose hope in your plans.

Strawfit Website

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