Of the liquid sort, we mean, as we examine the rise of the juicing fast, and what it’s really worthIf anyone thought juice diets are the stuff of Jennifer An-iston’s life, Anuj Rakyan’s balance sheet says otherwise. The Mumbai-based fitness enthusiast has, in just three months, managed to build a loyal customer base for Raw Pressary, his brand that home delivers cold pressed, chemical-free vegetable and fruit juices. Each 250 ml bottle costs Rs 150, and holds within it a combination that Rakyan claims is “designed by a panel of nutritionists”. So, ‘Flush’ includes apple, beetroot, carrot, ginger and lemon, while ‘Trim’ packs in spinach, kale, bottle gourd, green apple, cucumber, amla, celery and ginger.A one-day trial cleanse costs Rs 1,500 (six bottles), and for the seri-ous, there is the Commitment Package — 15 to 60 juices a month for Rs 2,250 – Rs 6,000. Rakyan ships out 700 bottles a day between Cuffe Parade and Thane, including to 25-year-old Shweta Pahuja’s home. The one-day detox made her feel “rejuvenated and fitter”, hence the decision to continue, says the project manager with a jewellery firm. Her meals were always healthy — dal, roti, sabzi, and lean chicken or fish — but the occasional caffeine and alcohol kick requires a counter attack. Thirty four-year-old Rakyan, who concocts the juices in his Thane factory, says we all need a break from eating. “Our bodies are working overtime to digest genetically-modified foods, processed stuff, alcohol and caffeine.” The juicing trend, popular in the US, is one that demands that you drink rather than eat to feel ‘alive’, look ‘glowing’, and be ‘alkaline’. Star ingredients include kale — currently the veggie for dieters who claim it has more calcium than milk, and more Vitamin C than oranges — fennel, spinach, celery and wheatgrass.
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