This case study explores the transformation of Eat Raja, a zero-waste juice shop in Bengaluru, founded by Anand Raaj. It delves into the challenges and successes of embracing sustainability and transformational leadership in the food and beverage industry and examines how Eat Raja has become an inspiration for environmental change. Furthermore, it discusses how one man's vision can drive substantial positive change in society. By shedding light on Eat Raja's journey, it aims to inspire others to follow the path of sustainable and environmentally responsible business practices.
TopBackground
Before its transformation into a beacon of sustainability, EAT RAJA was a quaint juice corner nestled between two temples in Malleswaram, Bengaluru. The juice shop, originally known as “BS Nagaraj’s Juice Centre” had been serving the local community since the 1970s. It was established by BS Nagaraj, who ran the shop with dedication and commitment.
Over the years, the juice shop had become a beloved fixture in the neighbourhood. It was known for its fresh, seasonal fruit juices and had earned a reputation for quality and innovation. The shop regularly introduced unique offerings to stand out in the market. It was cherished by locals for its commitment to quality and excellent customer service. (eat raja, India’s first zero-waste juice shop, 2020)
The shop made an effort to source its fruits locally, supporting local farmers and reducing the carbon footprint associated with transportation. This commitment to local sourcing was part of BS Nagaraj's vision for the juice shop.
Its reputation for quality, innovation, and community service solidified its place in the heart of Malleswaram.
However, despite its success and popularity, the juice shop was not without its challenges. One of the major issues it faced was waste management. The shop used to generate a lot of waste in terms of plastic cups, straws, PET bottles, and carry bags. This was a concern for BS Nagaraj, who was constantly irked by the amount of waste generated by his shop. (Sovacool et al., 2021)
In 2016, after the sudden passing of BS Nagaraj, the responsibility of running the juice shop fell on his son, Anand Raaj. He downed the shutters for nearly six months without any clue what to do. He was never involved in his father’s business prior. But he knew that his family and his father’s employees are now looking up to him.
Anand decided to quit his job as a radio jockey and take over his family's juice shop. He was inspired by the environmentalists he had interviewed during his career as a radio jockey. When he took over the business, he decided to give it an eco-friendly makeover.