Sweet sugarcane - sugarcane juice survives amidst big brands' pressure

Mumbai is a city that is bursting at seams with thousands flocking there in search of employment. Expansion of Sugar cane juice drink which was a cottage industry long years ago has paralleled the population explosion. At the same time, the juice which started off as one that quenched the thirst of the common man is now pushing the boundaries positioning itself as a pure and natural alternative to other drinks in the market. The other reason behind its popularity is the cheap price which usually ranges from Indian Rs. 3 to 6. The big time soft drink brands have not taken kindly to this trend and are trying in earnest to undermine the sugar cane juice industry to protect their market share.

The labour force behind the industry is a unique story by itself to witness. The workers who have migrated from the relatively poor states are seasonal workers. They travel from state to state following the harvest. Pathetic is a moderate word to describe their living conditions in Mumbai, a city where space is a scarce commodity. Rows of rooms with built in bunk beds located in the processing centres would house many workers and their meagre belongings. All of their social and biological needs are satisfied within the confines of these buildings and the surrounding yard which would also have some eateries lining narrow paths. Vendors of goods and services from hair dressers to palm reading to frequent the processing centres as the labour force within the centres provides a ready market for them.

In essence the lives of the workers and all attendant activities do not extend beyond the centres. Conditions are squalid, harsh and oppressive. However, the workers have no choice, for they need the money. Money to satisfy the basic needs of the families they leave behind in their search for work. Families on whom the workers would have no opportunity to set eyes upon for months.