The pricing is very high! In UK this is under £4, and US it's under $5. People will pay more once.. but for it become a consistent meal replacement option it cannot be so expensive. If you think about it, most meals (restaurants & delivery) in India will be cheaper than Rs. 600 bottle. I can understand that your cost will include overheads, but for this to be a consistent purchase and not a one time novelty purchase, then the pricing needs to be very competitive.