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Drink to your health!

Friday, 11 July 2014 - 8:00am IST | Place: Mumbai | Agency: DNA
The latest Downtown fad: guzzling down and gushing about cold-pressed juices

He may not be your quintessential green crusader, but Lower Parel resident Vishal Jain has a penchant for all things green. Having quit his job at Goldman Sachs, Jain is making cold-pressed juices more fashionable and

accessible to a city which has been on the lookout for healthy yet tasty juices. His technique is to pulverize vegetables like beet, spinach, amla and ginger with the goodness of fruits like pineapple, pear, apple, orange and mango to whip up a nutrient dense brew.

The cold-pressed technology is known to gently squeeze out the nutrients from the fruit without destroying the natural minerals, proteins, and enzymes. "People are opting for cold-pressed juices as the blades of most commercial and home juicers are known to generate heat that destroy the nutrients in the fruits," quips Jain, decoding the new wave of juicing. The popularity of JusDivine juices amongst children made Jain tie-up with a school to make fresh juices available to the kids, every morning.

It was an uphill task for this entrepreneur, who, along with his team, mixed, matched and tested different flavours for over a year to come up with the right 12 combinations out of the shortlisted 60. The trick was to combine fruits and vegetables in such a way that there would be no need to use artificial sweeteners—the juices only have natural fruit sugar.

These juices can be ordered online; they are delivered within 24 hours. However, they have a short shelf life and need to be consumed within two days.


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