Brand Profile

Joost From The Beginning
In 2007 Rituraj Sinha, MD, SIS Group (Security & Intelligence Services India Ltd.) was in Sydney to chalk out details of the corporate buy out CHUBB security in Australia.

Along with his family he frequently visited the Boost store at Darling Harbour and was taken by Boost juice bars and its warm and active LOVE LIFE philosophy. They saw a unique opportunity and decided as a family to invest in Joost and introduce this brand to India.

His sister Rivoli, a graduate from the Les Roches Hotel Management school in Switzerland, was working for the Marriott hotels in Chicago then.

At the time, the wide gap in the market for healthy drink alternatives was the lure that kickstarted the idea of establishing Boost in India and served as the perfect venture for Rivoli to return home with.

In August 2012, Boost came to India under the name Joost bringing with it a fresh energy, and a youthful and passionate spirit. The first store opened within Fitness First gym in Select City Walk Mall, Saket, New Delhi.

Customisation & Adaptation
From the get-go, Rivoli was clear about one thing – in order to succeed in India, Joost had to be fashioned to the Indian palate and continue to explore great taste. Boost was extremely cooperative and emboldened the partner’s to apply their expertise in the region.

After a lot of research and a series of pilot runs, Joost decided to rename the brand's core drink Mango Magic for the Indian market. The decision stemmed from the realization that the smoothie as it stood wasn’t sweet enough for Indians with an established expectation of flavor from mango drinks. The upgraded version of the drink was rechristened Mega Mango Magic.

Rivoli felt it was crucial to visit farms and source ingredients which would enhance the quality of drinks and facilitate the creation of new concoctions and expand the Joost repertoire. Joost prides itself for the Alphonso mangoes from Devgarh in Ratnagiri and luscious strawberries from Wai in Panchgani.

Annually Joost blends 4 tonnes of strawberries and 2 tonnes of mangoes. Joost also invented few new blends like Figalicious and Turmeric Twist (with haldi), which are part of Boost’s international offerings worldwide. ‘Think global be local’ was Rivoli’s mantra.

Boost, 'the secret of my energy' is a well-know brand of drinking chocolate and a trademark of GlaxoSmithKline in India. In 2000, Boost trademarked the name Joost and the tag line LOVE LIFE for India envisioning the company's future franchising.

The name became a perfect fit for India – in Australian surfer lingo, the word 'Joost' means 'to ride the perfect wave' and was a name that Boost founder, Janine Allis, also loved and endorsed.

Recognizing that the brand would have to be built ground up, the new name was embraced and Joost began it's journey in India.

The Boost ideology pledges that everyone who visits a store will feel a little bit better when the walk out. Joost emboides this invigorating culture and strives to disseminate and celebrate the joy of delicious fresh goodness in every cup.

From The Very Beginning The Boost Juice Story
Back in 2000, a woman with no business experience - but unlimited passion and family support - opened her first juice bar in Adelaide, Australia.

The idea was brilliantly simple: make healthy living both tasty and fun.

That woman was Australian adventurer and entrepreneur Janine Allis. And the bar was Boost Juice - now one of our most popular and loved juice and smoothie brands, with 500 stores in 13 countries... and counting.

Boost from the beginning.
Today, the world can’t get enough of Boost Juice. The brand’s winning combination of fresh fruit, blended and squeezed into delicious smoothies and juices, has been a remarkable success story.

But there’s no elevator to success. You have to take the stairs.

On a trip to the United States back in 1999, something caught Janine's attention. Everyone was into healthy smoothies and fresh juices - while in Australia, the fast food market was uninspiring and unhealthy. Janine had just had her third son and, like many young mothers, wanted more flexibility to run her own race..