Bukan Sekadar Pelepas Dahaga, Es Jeruk Jadi Sumber Energi Dan Tingkatkan Imun

Illustration of orange ice. (Photo: Doc. Binus)

JAKARTA - Drinks made from oranges have long been known as a natural source of vitamin C that is good for the body. The antioxidant content helps increase endurance, maintain skin health, and prevents various diseases caused by free radicals.

No wonder, in the midst of public awareness of the importance of a healthy lifestyle, orange drinks are again the main choices that are fresh and healthy.

But behind its simplicity, it turns out that there is an interesting story of how this drink can advance to class without losing its health value.

Who would have thought, an idea from college assignments could be a real business inspiration. This is what happened to Muhammad Reyhan, alumni majoring in Business Creation from BINUS Business School.

While still in the fifth semester, Reyhan and his team were asked to make a business plan. They choose products that are close to everyday life, namely oranges.

During the COVID-19 pandemic, the need for vitamin C increased sharply. From there, the idea was born to create orange-based drinks that were not only fresh, but also had added value from the health side. They then gave birth to Jerukria, a locally orange-based fresh drink with premium and modern concepts.

If usually orange ice is synonymous with roadside drinks, Reyhan presents a different concept. The concoction product uses fresh ingredients without additional water, while the sugar is exchanged according to customer demand.

This approach not only makes the taste more pure, but also healthy because sugar levels can be controlled as needed.

Interestingly, Jerukria presents unusual variety of menus such as Yakult Jeruk, Kelapa Serut Jeruk, to Jeruk Timun Serut, a combination that combines orange freshness with the benefits of probiotics and natural fiber.

This combination makes orange drinks not only delicious, but also supports digestive health and body hydration.

"We want to be different from competitors who sell orange ice, not just seasonal or combined with other drink concepts," Reyhan explained, from BINUS' official statement.

Starting from a small outlet in the Gading Serpong area in 2022, this business continues to grow. Despite having faced challenges such as closing several locations due to external factors, Reyhan remains consistent in running his business. He believes, the key to success lies in patience, sustainable evaluation, and continuous innovation.

Now, Jerukria already has several new branches in Tangerang and continues to expand its reach. Reyhan's approach is consistency in customer quality and experience. This keeps this business relevant and in demand.

Reyhan argues that orange drinks have long-term potential because they are always needed. Unlike seasonal beverage trends such as BOBa or sugar palm coffee, oranges offer real health benefits.

Therefore, the focus of business is not just selling products, but building healthy drinking habits in the community.

He also emphasized the importance of understanding the market and establishing good relations with customers so that they become part of the brand's journey.

"Don't get bored with the process, respect each stage and continue to innovate," he said.

As a graduate of Business Creation, Reyhan directly feels the benefits of knowledge obtained on campus. Starting from team management, decision making, to field practice through student bazaars. Lecturer and mentor support is also an important part of developing its business strategy.

Now Reyhan is continuing his studies in the master's degree in Innovation & Entrepreneurship program at BINUS to strengthen his business foundation. According to him, a mature academic understanding will make business decisions wiser, even in uncertain situations.

I want to be able to survive in the long term. So, the business decisions I make later can be more stable so that even in an uncontrollable situation," he said.

In the future, Reyhan does not want to rush to open a franchise. The focus is to ensure that every outlet can survive and has consistent quality. In addition, he is open to collaboration with a large brand that has a similar vision in the health sector.

This kind of collaboration is expected to expand the reach of promotion of healthy lifestyles among urban communities who are now increasingly aware of the importance of natural and fresh intake.

"If possible, go directly to the beginning. From there we can know the market response, lack of products, and even get new opportunities through customers who actually have important channels." he said.

Reyhan's story proves that from a simple idea, innovation can be born that brings health benefits. Orange ice is no longer just a thirst reliever drink, but a symbol of a healthy lifestyle that anyone can enjoy.

Through consistency, enthusiasm, and understanding of health values, local drinks such as oranges can advance to class and become a new inspiration in the world of health-based businesses.