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Learnings in life often happens by two ways, one is learning from people who influence our lives and the other form of learning is through the bitterness lessons of failures, difficulties and challenges that we experience in our life.

We all experience both of these ways in our transition of life. Recently, I learnt a lesson of life from a juice vendor of my area. The juice shop is run by Mr. Raja in a busy area of malleswaram, Bangalore and was in operation from 1970’s.

His juices were really liked by many and his shop was crowded most of the times as the location was opposite to a well known college. But malleswaram being a busy area had many new stores coming up.

 Competition knocks it’s door to every entrepreneur and slowly due to opening of other juice shops nearby his shop, his business was affected. He tried his best to retain his customers but Change is one thing that is permanent in life. 

The strategy of running business from time to time needs to be worked on to sustain in business. But one who do not keep up with the pace in innovating and challenging themselves have to many a time face the taste of failure.

Mr. Raja’s Business started suffering badly due to competition and there was a time when he wanted to close his shop as he was unable to sustain in the market and his earnings dropped to just Rs.50 in a day…….There are many occasions in our life too where we feel stuck and growing looks impossible to us. We become eager to know what held us back or what successful people would have done in similar situation to gain control over the problems in life.

End is Never an End until we intend to End it.

Difficulties and challenges are the practicalities of life. But they also build our creativity. Only when we are in trouble , we try to think different and find alternatives to become successful. 

Failure considered as a depressing result by many is actually a guiding friend which makes us stronger, generates innovative ideas to find the answers to the numerous question that disturbs us.

Mr.Raja, a tough man couldn’t give up easily to what failure had shown him. He decided to bring innovation in his business style to succeed again.

One cannot go back and change the beginning but one can always start afresh for a new beginning!!

He thought to CHANGE. Change not his business, but change the way he used to sell the juices. This is how a small change in his business changed his life completely.

With a slight innovation, he became profitable again and earned Rs. 50,000 per day in the same juice shop.

So, which innovation made a U- Turn in his business?

He started selling juice in the outer shell of the fruits like banana milkshake in banana shell , guava juice in guava cup and a big glass of watermelon juice by cutting the watermelon in two halves. Even Cucumber juice in cucumber shell….

This way, he reduced his cost by changing plastic cups to shell cups and he got an edge over his competitors due to this innovative change.

This made his business environment friendly too which is the necessity in today’s world.This attracted more customers in his juice shop.

Once the customer finished the juice, the Shell is given to cow to eat or used it in soil.

He has 40 varieties of juice. Mr.Raja calls it as win win juice, His mantra of business is ‘Do not sell just juice, sell concepts too’.

Innovative Concepts

  • Super 30 – Where customer gets a puzzle to solve in 30 sec and if it’s done, their juice becomes free.
  • BYOG– Bring your own glass of juice and get discount on juice.

His footfalls earlier were mainly kids and youth but later elders too joined the list.

This way the business which was on verge of closing, became profitable and made him famous too.

He had been in newspapers like NDTV, Times of India.


1)When things do not work and we feel that we do not get success as per the efforts we put in, we need to think different and change the approach towards work.

2)Giving up is easy but striving hard to achieve something is though tough but all that matters is how do we utilize all the resources to reach our best potential.

3)Change is unbelievable and a little behavioural change, Structural change or Reactive change can give us a unique identity and a new meaning to our life.


Change is situational. Transition, on the other hand, is psychological. It is not those events, but rather the inner reorientation or self-redefinition that you have to go through in order to incorporate any of those changes into your life. Without transition, a change is just a rearrangement of the furniture. Unless transition happens, the change won’t work, because it doesn’t take.” 

William Bridges

  ‘This blog post is part of the blog challenge ‘Blogaberry Dazzle’ hosted by Cindy D’Silva andNoor Anand Chawla.’

By Jasmine

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