What began as a small after-college experiment has turned into a buzzing entrepreneurial success story for two college-going friends in Thiruvananthapuram, Kerala. Adithi Devi R, 20 and Rithin J Joseph,19, both graduate students of Kerala Institute of Tourism and Travel Studies, are steadily making a mark with their bottled sugarcane juice brand, “Hurricane”.
The duo, along with three classmates, initially started the venture as a fun free-time activity after college hours, each pooling in Rs 5,000 to set things rolling. However, the early days weren’t easy. Sales were slow, and enthusiasm among the group started fading. Within months, three of their friends backed out, leaving only Adithi and Rithin to shoulder the responsibility.
Instead of giving up, Adithi and Rithin decided to chase their entrepreneurial dream. “We knew the product had potential. People love fresh sugarcane juice, but most prefer hygienic, ready-to-drink options,” said Adithi. To make their idea practical, they invested in a sugarcane juice extracting machine and shifted gears.
Every morning before college, the duo would grind sugarcane to fill 20 bottles of juice. Carrying them in insulated boxes, they supplied the bottles to a few selected shops in Thiruvananthapuram. It was a routine that demanded discipline, with mornings dedicated to production and afternoons to classes. “Balancing academics and business was tough, but seeing our juice on store shelves kept us motivated,” said Rithin.
Word-of-mouth promotion slowly helped their brand gain traction. Customers appreciated the freshness and hygiene standards maintained by the students. Over time, shopkeepers began asking for more bottles, and production gradually increased. Today, “Hurricane” sells over 50 bottles daily across multiple outlets in the city.
“We received tremendous support from State Tourism Club when we discussed our idea of introducing fresh sugarcare juice in the market. The officials at the Club provided us free stalls to showcase our product at major tourism events. The shop keepers who we approached also supported us when we said we are students and wanted to earn while we are studying,” Adithi told “Open Digest“.
Looking ahead, the duo plans to expand production and explore eco-friendly packaging to appeal to a wider audience. “We want Hurricane to stand for freshness, energy, and sustainability,” said Adithi.
For now, the young entrepreneurs continue their daily routine — college books in their bags and sugarcane juice bottles in their hands — chasing their dream of making ‘Hurricane’ a household name in Kerala.
Be First to Comment