Abhinav Mishra - The Entrepreneurial Journey of a Visionary Business Professional Pioneering with Innovation, Leadership, and Success

Abhinav Mishra, Founder, Purecane

 

I started my entrepreneurial journey at the age of 19 with a Zomato-like venture. While my initial ventures taught me valuable lessons, my fourth startup faced challenges during the COVID-19 pandemic and ultimately failed. After this, I transitioned into sales, where I quickly excelled and was promoted to Business Development Manager.

 

My passion for startups then led me to join Bizdateup, a platform that helps new businesses grow by providing fundraising, marketing, and networking support. At Bizdateup, I contributed to the fundraising and growth of over 15 startups, gaining deep insights into building and scaling businesses. Now, with the experience and knowledge I’ve acquired, I am fully dedicated to establishing Purecane as a leading beverage company in India.

 

Purecane: Expanding with 7 Exclusive Branded Outlets and Leading Sugarcane Supplier to Over 100 Juice Stalls in South Mumbai

 

 

What inspired you to found Pure Cane – The Refreshing Feels?

 

My journey into founding Purecane – The Refreshing Feels is deeply rooted in my experience with the sugarcane industry. Since 2018, I’ve been running a side hustle with my partner, Sanjay, where we acquired a wholesale license for sugarcane supply in Mumbai. Over the last three years, Sanjay has scaled our B2B operations significantly, making us the leading sugarcane supplier in South Mumbai with a daily supply of 25,000 kg.

 

While I had gained substantial expertise in this domain, the idea for Purecane came during a casual conversation with a friend. He asked why I never drank sugarcane juice, despite being in the sugarcane business. My response was simple: the environment where sugarcane juice is typically prepared and served is often unhygienic. That moment sparked the idea of creating a modern, hygienic, and appealing way to serve sugarcane juice.

 

I realized the immense potential of this idea when I learned that Mumbai and its outskirts have over 6,000 sugarcane juice stalls, with the city receiving over 500,000 kg of sugarcane daily for juice extraction. The revenue generated by this ecosystem rivals the daily sales of Coca-Cola. This insight opened my eyes to the opportunity of combining our strong B2B foundation with a B2C business model, addressing the hygiene issue and revolutionizing the sugarcane juice industry.

 

 

How did you identify the gap in the market for pure sugarcane-based beverages?

 

Mumbai, a city that thrives on its bustling streets, local trains, and buses, sees a constant rush of people, whether for work or shopping. With its humid climate lasting 7-8 months of the year, Mumbaikars are always in search of a refreshing, natural beverage to quench their thirst. They prefer something freshly prepared, free from preservatives and added sugars.

 

While there are options available, many are either time-consuming to prepare or expensive. This is where Purecane juice stands out. It’s the perfect fit for Mumbai’s fast-paced lifestyle—healthy, natural, fresh, hygienic, and, most importantly, affordable for every Mumbaikar.

 

 

Are there any unique techniques or innovations you’ve implemented to ensure product freshness, and could you share the process behind sourcing raw and fresh sugarcane for your products?

 

Yes, with a vision to revolutionize the sugarcane juice industry, innovation has been our top priority. Traditional sugarcane juice machines required the sugarcane to be rolled multiple times, often involving direct hand contact by employees, which raised serious hygiene concerns. Additionally, the open dumping of waste created an unhygienic environment. Furthermore, these machines, powered by DC motors with heavy rollers, posed significant safety risks—there have been frequent instances of employees’ fingers getting caught and injured during operation.

 

At Purecane, we have introduced a modern, innovative sugarcane crushing machine that addresses all these challenges. Our machine extracts juice in a single pass, minimizing hand contact and ensuring a clean, hygienic juice extraction process. The waste is collected internally, keeping the environment dust-free and tidy. Most importantly, we have prioritized employee safety by designing the machine to eliminate any risk of finger injuries, making the process not only safer but also more efficient. This combination of hygiene, safety, and innovation sets Purecane apart in delivering fresh, natural sugarcane juice to our customers.

 

 

How do you envision the future of Pure Cane contributing to the movement against preservative-laden products on a national level?

 

The demand for healthier alternatives is already evident in the market, with people increasingly moving away from caffeine, preservatives, and sugar-laden soft drinks. At Purecane, we aim to address this growing need by providing fresh, natural, and preservative-free beverage options, contributing significantly to the movement toward healthier lifestyles on a national scale.

 

Currently, we operate 7 Purecane outlets in South Mumbai, catering to the city’s health-conscious population. Building on this foundation, we are working to establish over 1,500 outlets across the southern, humid metro cities of India, ensuring healthier alternatives reach more consumers.

 

Additionally, we aim to capture a significant stake in the sugarcane supply chain for juice outlets in Mumbai. To achieve this, we are setting up 4 new B2B sugarcane distribution centers, solidifying our position as a leader in the market and ensuring a consistent supply of high-quality sugarcane to meet demand.

 

 

What role do sustainability and eco-friendliness play in your brand’s mission?

 

Sustainability and eco-friendliness are at the core of Purecane’s mission. We are committed to minimizing our environmental impact by implementing practices that promote a greener future. Our machines are designed to reduce waste by collecting sugarcane residue internally, ensuring a cleaner and more hygienic environment. Additionally, this sugarcane waste is repurposed as compost or biomass, contributing to sustainable agricultural practices. We also prioritize the use of eco-friendly packaging to reduce plastic consumption and encourage responsible disposal. By offering a natural, preservative-free beverage, we not only promote healthier choices for consumers but also align with our vision of creating a sustainable, environmentally conscious business model.

 

What advice would you give to aspiring entrepreneurs who are looking to transition from a corporate career to starting their own business, especially in the food and beverage industry?

 

I had a successful corporate career, but I realized that despite all the hard work, the only reward you take home is your salary. For those seeking stability, corporate life works, but for those who crave ambition and excitement, startups are the way forward—especially ones solving real problems or upgrading lifestyles.

Businesses shouldn’t be judged solely by what they sell but by how they present it. Starbucks sells coffee, McDonald’s reinvents vada pav, and Zomato delivers food—what sets them apart is branding and innovation. In modern India, people believe “Thoda Mehnga, Lekin Accha”—they’re willing to pay more for quality and experience. This makes the food and beverage industry a great space for innovation to meet the needs of an evolving, aspirational market.