Seven and a half decades in the business of beverages is a long time as a frontrunner. A global footprint across over 42 countries is a lot of territory covered. But if there is one single learning we have, it is this. Innovation is everything. Without compromise. Without exception.

Innovation for the emerging customer

Increasingly, modern-day business calls for a more granular understanding of customer needs. Especially in a category like self-care and wellness, it is the age of personalised nutrition and there’s no one-size-fits-all solution. We are all living fuller, faster lives and as a result there are newer consumer categories emerging that never existed before. Our prime focus has always been to create a product portfolio that understands such clusters. Enrituals as a range, we believe, demonstrates how we approach and lead the market. In short, innovation has to stay several steps ahead, in readiness to address the next felt need. Pro-activeness has to be a corporate culture.

Innovation in the product formulation

We believe that when we envisage a new product line, it needs to be rooted in an extremely sound consumer reality. And today’s reality is that lifestyle-led health conditions are on the rise – overtaking communicable diseases. To not address growing issues like obesity, sugar control, immunity building, for instance, would be to take the finger off the pulse of the marketplace. In the health and wellness space, there is a lot more demand for authentic information, viable choices, honest brands. Enrituals was formulated to empower our customers with holistic solutions – genuine natural ingredients and advanced scientific techniques must work synergistically. There are enough and more products on the shelves that pay a mere lip service to nature or Ayurveda, irresponsibly put together and often with easily-available substitutes. That is not the way we conduct business.

Innovation in technology and science

Our major investments have always been in the area of research and development. There is a constant effort to create product breakthroughs, based on technology and science that are on the leading edge. As a company, we have always followed the most stringent methods of manufacture, building in both best practices and the latest advancements into the system. Our team of scientific experts are always staying abreast with trending discoveries and we consciously encourage blue sky thinking. We are constantly ploughing resources into technological and scientific training, recruiting the best of the best brains, creating an environment of free ideation. For Enrituals alone, a team of over 35 thoroughbred professionals are at work at our labs – engaged in conceptualising, honing and expanding the range. This work ethic is what creates the differential.

Innovation in the delivery mechanism

One of the advantages of a customer-centric organisation is that attention to finer nuances becomes a way of life. It is not enough to create a product but to also understand how it is best dispensed, how to enable ease of use and offer an enhanced experience. Innovation needs to permeate to the finer details. Enrituals for instance is perhaps the first herbal hot brew that comes in handy dip-bags. A simple and thoughtful delivery strategy that makes life for the already busy consumer time-saving and effort-saving. Just dip into hot water, allow the essences and flavours to release and it’s ready to drink. Breaking down barriers for customers is a critical part of our mandate.

Innovation in touchpoints

Our communication has to be educative, informative, honest. However we are only too aware that health and wellness somehow always take a backseat to daily deadlines and pressures and we need to get it front and centre. Messaging is never easy in a category such as this – when there is a tendency to worry about it ‘later’. It becomes extremely important to disseminate the right message at the right place and time such that it has maximum chance to be heard and acted upon. Enrituals will create a seamless presence and constant engagement so that our users can stay better informed and more open to beginning a new health habit. The brand is committed to inspire them, advise them, keep them on course. We owe it to our customers to stay with them through the entire experience.

Innovation in engagement

One of the mandates we lay down for ourselves is a constant leaning-in dialogue with our customer base. We believe in asking for feedback, engaging in conversations and co-opting them into the thinking. We find that members our loyal franchise feel deeply for their brand and are eager to contribute their opinions thoughts and ideas. Enrituals was born of such powerful two-way discussions - which is why it is so grounded in the real and the everyday. This is the kind of deep-dive we welcome and encourage. We insist on a grassroot-level understanding.

Innovation in sustainable practice

A vital component in manufacture for us is the sustainability we build into the seamless process. A considerable amount of time and investment goes into the pioneering of eco-friendly measures and materials. This is one area where we constantly aim to better ourselves as there is so much scope for experimentation in newer discoveries for a greener footprint. Enrituals is by very composition a wholly natural product with no additives. Even the flavouring comes from natural fruits and spices. Research is on in the areas of packaging and waste management. Our own wind farms generating substantial power and we look to remain energy-efficient at all times. We aim to be a people and planet focused enterprise.

Jaytea will always be known for its belief that you are only as good as your next innovation. Today it is Enrituals that will storm the market. Tomorrow brings with it the adrenalin that drives us to break new ground. Again.