Brand Calculus is promoted by lifestyle industry’s serial entrepreneur, Fazle Naqvi, who co-founded Indus League and was involved with the early days of Madura Garments. The company recently struck a deal to launch Canadian Juice and smoothies major Booster Juice into the Indian market. Brand Calculus is the exclusive master franchisee of the brand in India.
Brand Calculus currently has three Booster Juice outlets in India- one in Delhi and two in Bangalore. The company plans to expand its operations from the current three outlets to twenty outlets across three cities by the end of 2009.
The infusion of funds by Helion will be used for the expansion of the Booster Juice network by increasing its outlets in the country. Part of it will also be used for the brand building of Booster Juice.
The company essentially works on the model of franchising, whereby it will work with new franchisees, provide them training and help them build the right partnerships and establish brand in the domestic market.
Kanwaljit Singh, Managing Director at Helion Advisors Pvt Ltd, will join the board of Brand Calculus. The investment marks Helion’s first investment in the food services sector. Helion, a multi-stage India focused venture fund, has $350 million under management. It focuses its investments in various sectors such as outsourcing, internet, mobile, technology products, retail services, education and financial services.
About two months back, the fund announced its invetsment in another consumer spending linked business. It invested Rs 20 crores in YLG ( You look good) , a Bangalore based chain of salons and Spas.