The Man Behind Bubbly Revolution
In a remarkable display of entrepreneurial spirit and local innovation, Kashmir's beverage landscape is set to transform with the launch of its first indigenous soft drink. Aaqib Tufail Raina, a 33-year-old postgraduate in Islamic Studies from Pulwama, has successfully established a soft drink manufacturing plant in the picturesque Arihal village, just a 15-minute drive from Pulwama in south Kashmir.
The journey to bring "Red Stone" - as the new beverage is christened - to market was no small feat. Raina dedicated three years to intensive research, embarking on a series of exploratory visits to beverage manufacturing facilities across various parts of India. This comprehensive approach to learning and preparation underscores the meticulous planning behind Kashmir's newest entrepreneurial venture.
Raina's inspiration struck during a visit to Chennai, where he observed a strong consumer preference for local soft drinks. "A few years ago, I saw that people there preferred local soft drinks. It struck me that we should have our own unique beverage in Kashmir as well," Raina recalled, highlighting the spark that ignited his ambitious project.
Raina began doing his research at least 3 years ago and visited some soft drink manufacturing plants in Gujarat and Telangana where he equipped himself with necessary training. Finally, he set up a unit in July this year.
“The uniqueness of Red Stone soft drink lies in the fact that it is caffeine-free and comes in various flavours,” he said. Raina said that apart from soft drinks, he also manufactures soda.
Filled in elegantly designed bottles, the beverage is readily available in local market. According to Raina, his venture is not only making profits but also about the community and Kashmiri identity.
"We try to use everything that is our own and indigenous. For instance, we use water from Rambiara river after filtering it properly," Raina said.
An overwhelming response
Red Stone has received an overwhelming response from the market, quickly establishing itself as a popular drink among the consumers.
"The positive response from the market has spurred me to ramp up the production," said Raina
Raina produces 2500 bottles per day and supplies them to market.
"From the next season, I will increase the workforce to meet the increasing market demand," he said. Presently, Raina employs 16 youth from his village.
"The unit has become a good source of employment generation for the rural youth," Raina said.
His monthly turnover ranges between Rs 7 lakh to Rs 8 lakh.
Raina, who is a beneficiary of the Prime Minister's Employment Generation Programme, has received a licence from Food Safety and Standard Authority of India ( FSSAI) for his brand.
Expansion
As he looks to the future, Raina plans to expand his distribution, hoping to bring Red Stone to markets beyond Kashmir, while staying true to the roots and flavors that inspired its creation.
To this end, Rains recently received an order from Uttar Pradesh ( UP).
"Next week I am dispatching a first lot of 12,000 bottles to some traders in UP," he said.
Raina said that the traders were on trip to Kashmir where they had a chance to taste Red Stone.
"And impressed by its favour and taste they decided to introduce it in their home state by placing an order," he said. From the next month, Raina plans to send another shipment to Banglore.
" In today's globalised world, it has become too easy to reach out to both domestic and international markets," said Raina.
