Rasna eyes Rs 500 crore in 5 years

Rasna, a new player in ready-to-drink beverage segment, plans to set up its own juice bottling plant with an investment of Rs 60 crore, and is aiming to raise revenue of Rs 500 crore in next five years. "We have plans to set up our own new juice bottling facility and we are in the process of identifying suitable land for the facility in northern region. The new unit will involve minimum investment of Rs 60 crore and it will come up next year," company's CEO & President (Beverage division), Arshad Siddiqui told reporters in Chandigarh today.
After entering the ready-to-drink beverage segment this year, Rasna is currently sourcing juices from three facilities at Pune, Faridabad and Gujarat under contract manufacturing system. The combined capacity of these facilities is 1.80 litres per minute. Rasna has rolled out juices in four flavours including mango, orange, apple and mixed in 250 ml and 1 litre packaging.

"Fruit beverage segment, which is pegged at Rs 5,000-6,000 crore, is growing at very good pace of 25 per cent annually in the country and this segment is also a natural extension to our traditional segment. That why we forayed into ready-to-drink segment. In next five years, the fruit beverage segment is expected to reach Rs 9,000 crore and we are anticipating to clock sales of Rs 500 crore from this new segment alone.", said Siddiqui.

Rasna is the leading player in soft drink concentrates and instant drink powders with a market share of 93 per cent. Company hopes to cover entire northern region including Punjab, Haryana, Himachal Pradesh and some parts of Western region in current fiscal with the launch of its new range of juices. “Rasna’s strongest point is its reach in the smaller towns and villages and we are confident the ready to drink segment will do well in those parts”, says Piruz Khambatta, Chairman and Managing Director, Rasna.