5 Minutes with Ramesh Krish Kumar, Co-founder of Asmara

The next time you’re looking for an all-natural beverage that is tasty and good for your body, check out Asmara. Founded by Ramesh Krish Kumar and Tho Pin Da, Asmara is a homegrown brand that offers 100 per cent natural beverages, combining traditional medicinal methods (think Ayurveda, TCM and Jamu) with Western technologies and knowledge. 

Ramesh and Pin Da, both 32 years old, worked as food scientists for over six years, creating food products for several companies. Eventually, they realised that they wanted to create their own brand. So, the duo concentrated on all the legwork needed to make natural beverages that suit Singaporeans’ taste buds and needs, developing their own creations in a small-scale lab in 2017 before officially launching Asmara a year later. 

Photo: Courtesy of Asmara

Now, Asmara has a line-up of four beverages including Asana 6, Astri 33, Ashta Berries 8 and Asari 7. Read on to find out more about Asmara from its co-founder, Ramesh. 

You worked as a full time food scientist previously. How did you become interested in food science? 

Ramesh: When I was very young, I’d always wanted to be a teacher or a healer — one with all the rare herbs that could solve any ailment known to humans. As I grew up, I delved deeply into sociology, psychology, traditions, cultures and ancient practices of healing such as TCM and Ayurveda. 

I went on to study food technology as well as food science and nutrition in school. My interests in culinary and ancient traditions paved the way for me to become a food scientist and it’s a decision that I’ve never regretted. 

How did you and Pin Da decide on the name Asmara? 

Ramesh: We wanted it to resonate with Singapore’s multicultural identity. So, we searched for names that had bilingual elements, and Asmara means love in ancient Indian Sanskrit and Bahasa Melayu (Malay language). Overall, Asmara represents the strong bond and passion that we have for the food science and nutrition field. Interestingly, Asmara is also the capital of Eritrea and it’s a UNESCO World heritage site!

Photo: Courtesy of Asmara

How are Asmara drinks different from other juices? 

Ramesh: Unlike cold-pressed juices normal juices, our beverages do not involve juicing or removal crucial fibres from the fruits. Instead, we use a wholesome combination of unfiltered fruits, flowers, herbs and clinical ingredients (such as prebiotics) to create an innovative blend.

Where do you source your ingredients from? 

Ramesh: Worldwide! We have acai and maqui from Amazon, chamomile from Egypt, saffron from Spain, berries from Europe, prebiotics from France, ashwagandha from India, and locally grown fresh produces as well.

As food scientists, food safety, efficacy, microbiological safety, chemical composition, quality control, quality assurance and proper scientific protocols are extremely crucial to us. Our products are manufactured in an ISO22000 and HACCP certified facility to ensure their quality. We are also endorsed by Tasty Singapore. 

How did you develop your different beverages? 

Ramesh: Using our extensive knowledge in product development and the useful postgraduate research in the area of herbology, I concocted various products. Our internal product development includes many stages from project feasibility evaluation and proposal to the manufacturing of the final products. 

What challenges did you face when you were just starting your own business? 

Ramesh: Pin Da and I were fully burnt out financially, emotionally and physically. Additionally, we didn’t have any business, marketing, branding or even photographic skills. However, our passion drove and pushed us further.

Some people may say that money and profit drive the success of any business. We, however, strongly believe that passion, sacrifice and a love for what you do are the most important factors that determine the success of any brand, story or business.

What’s the most memorable memory you’ve had throughout your business journey?

Ramesh: The most memorable moment for Asmara was when more than 12 investors approached us over a short one to two months to express their interest in investing in Asmara. It showed that we created something special that enticed the interest of those from the overseas.

Photo: Courtesy of Asmara

What’s next for Asmara? 

Ramesh: We’re currently developing several items including vegan “superfood” lattes, ethnic inspired beverages, vegan “superfood” powder blends and even edible skincare range (skincare) —hey, if it is safe enough to eat, it is safe to apply on our skin!

By Hayden Ng

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