Rasna Makes Debut with Updated Product Line and Brand Approach

As summer approaches, Rasna, a leading brand in India's beverage retail sector, reveals its latest campaign alongside a revamped product line. The campaign focuses on Rasna's unique blend of vitamins, minerals, and glucose, emphasizing its role in providing energy, joy, and love. Backed by extensive market research, the new campaign targets upscale households while repositioning Rasna as a healthier and more indulgent drink option.

In addition to its iconic soft drink concentrate, Rasna now offers a diverse range of instant powders and liquid concentrates, catering to various preferences and serving sizes. The brand's wellness sub-brand, Rasna Healthy Day, features an array of health-focused products, including pure honey, protein powders, and instant soups.

A highlight of this year's campaign is the endorsement of Tamannaah Bhatia, a beloved figure known for her youthful charm. Bhatia's personal connection to Rasna, coupled with her emotive portrayal in the ad, reinforces the brand's emotional appeal and widespread popularity.

Piruz Khambatta, Group Chairman of Rasna Group stated, “We are very proud that even a celebrity like Tamannaah Bhatia was so keen to endorse Rasna being her childhood favourite. Today Rasna does not only stand for the Love of the generations like celebrity’s but also of the common person, we are very proud that Rasna today is not only consumed by the super-rich, but also consumed by the real masses of India living in the villages. So Rasna today with its offerings ranging from Rs 1 a glass to Rs 10 a glass touches all walks of life. We are also very proud of the fact that Rasna with its direct inroads into supply chain especially in rural areas is ensuring that the farmers get double the value of their crops, in line with our Prime Minister’s vision of doubling their income. Rasna is a proud Make in India brand which is made with only locally sourced products as Rasna is one of the only companies using only Indian fruits and raw materials compared to competition in the sector which imports most of the fruits and ingredients. We have taken the lead, to develop better quality, value added natural products with vitamins and minerals meeting the ever-dynamic requirements of the customers.”

Tamannaah Bhatia commented, “There are brands and then there are legacies, Rasna is one such fine example from the heart of India. I take great pride in being associated with the most reputable beverage brand in the country. I understand now Rasna is fully formulated as a health drink with vitamins, minerals and glucose, I couldn’t be more excited to be a part of this campaign, as it will bring nutrition to millions. It is the first love of every child and embedded in my heart as my first love as well, I have never seen another FMCG brand with such a strong emotional connection. It is hands down the national beverage of the country.”

With a 100 percent brand recall and 85 percent market share, Rasna remains a dominant force in the beverage industry. Its widespread availability across retail outlets in India and global presence in over 60 countries solidify its status as a leading "Make in India" brand.