This M’sian left corporate life to start his own venture selling açaí bowls in KL, here’s why

When eating out, there is nothing more challenging than trying to find healthy food options.

If it tastes good, there’s a good chance that’s only because it’s long past being anywhere remotely healthy.

And that’s nothing to say about the temptations of a sweet treat.

Enter Vishal, who is looking to break new ground with Le Açaí Crush.

Native to South America, açaí is a fruit harvested from a certain kind of palm tree.

It is especially popular as a delicacy when frozen and mashed.

This popularity however is limited to other countries, and Malaysia lacks something similar, according to the founder. 

While you may find açaí on the menu at certain establishments, you would have been hard-pressed to come across a spot specialising in it—before Le Açaí Crush, that is.

Through Vishal’s own spin on açaí bowls, Le Açaí Crush aims to present Malaysians with a healthier solution to any sweet cravings you might have.

Beyond just making a living

Born and raised right here on Malaysian soil, Vishal found his start in PR and marketing. 

Later a social media executive, he would then become a producer for events and conferences before leaving that life behind to start Le Açaí Crush as its managing director.

The founder notes that his experiences up to that point had prepared him for his new undertaking.

That, and a lot of research.

But a new startup is nothing without passion. And for Vishal, that passion has always been açaí.

“Starting this venture was a way to share my love for açaí with others and introduce more people to its magic,” he explained.

“There’s something deeply fulfilling about turning a personal passion into a business that resonates with others.”

There was, however, a problem. 

“It’s Ah-Sigh-Ee,” states the company’s Instagram bio, indicating that their target market still requires education on what their offering is. 

True to form, the fruit isn’t exactly the most well-known thing in Malaysia.

Uncharted territory

Le Açaí Crush can be best described as a niche of a niche.

Though the fruit that they use is sourced from Brazil, how they prepare it slightly differs from the usual blended affair.

Served as a sorbet, customers can choose from a variety of toppings and flavours to cater to their own tastes.

This new take on açaí bowls has seemingly worked for Vishal, noting that the company has found its footing since its inception in August, 2023.

“The response has been truly heartwarming,” he said. “We’ve been steadily growing since we started, and while every business has its challenges, we’re grateful for the support we’ve received from our community.”

Le Açaí Crush has its sights on quite the broad spectrum of individuals. From the health-conscious to food enthusiasts, the idea seems to be as universal as possible.

To accomplish this, social media plays a pivotal role in the company’s operations.

“We’ve focused on building a strong social media presence, collaborating with local influencers, and hosting events that create buzz around the brand,” shared Vishal.

Group orders also form a part of Le Açaí Crush’s business model. 

He notes that this approach can be more consistent and has the potential to be more lucrative on a good day.

A marathon, not a sprint

Having fallen in love with entrepreneurship, Vishal has no intentions of returning to corporate life.

That said, he is willing to go the extra mile if it means keeping things moving for the company.

“I do occasionally take on odd jobs, and there’s a chance I might return to work temporarily until the business becomes more stable,” he explained.

“The hope, of course, is that I won’t have to.”

The immediate goal for Le Açaí Crush is to increase sales and open more outlets.

From there, the founder seeks to franchise the brand and get a stronger hold of Malaysia’s açaí market.

“We’re also open to partnering with or being acquired by major brands that align with our values,” he added.

This would aid in scaling up the business as well as bring in a fresh pair of eyes.

The health benefits of fruit is a messy topic of debate due to its inherent sugar content.

Though natural as opposed to added, some will argue that all sugar is bad and to keep intake in moderation. Others will say that fruit specifically is fine and not to think too much about it.

Açaí faces similar skepticism, and ultimately, what you believe is up to you.

One thing’s for certain, though.

It is healthier than commercially-available ice cream, and you’ll likely feel a lot less guilty reaching for it too when a sweet craving hits.

Featured Image Credit: Le Açaí Crush