Fruit juice concentrate maker Rasna is looking to capitalise on the "huge opportunity" in the evening snack space for kids and also planning to expand its overall product portfolio.
Piruz Khambatt, Chairman and MD, Rasna, said, "There is a huge opportunity for Indian food product companies in the kids-back-from-school segment. We are trying to work on new products in the evening space. In our ads and our products, we are trying to take the evening snack proposition."
With many players fighting to grab a pie in the savoury snack space, the company is focusing on the niche in the sweet snack category.
Rasna is a market leader with 85 per cent share in the Rs 1,000 crore-powdered drink space that is growing at 15-20 per cent annually.
Khambatta said, "We have 9 plants across the country and we make 4 billion glasses each year. It is good enough for the next one year but we will be expanding it in fiscal year 2018-19. We will be having a greenfield plant but we have not decided on the location yet. We will be adding our capacity by 10-15 per cent."
He added that the third plant will also manufacture its breakfast snack Vitos. The company, which spends 15-20 per cent of its revenues on advertising and marketing, is pushing more premium products in the rural areas.
"People in rural areas are moving to semi-premium products. We are pegging more premium products in the rural areas," he said adding the company gets 30-35 per cent of its revenues from these markets.
Almost 70 per cent of Rasna's sales is achieved in summer and the company will be changing the packaging for its ready to drink brand Ju-C and introducing three new flavours to the brand during its peak season.
Spicing up things this summer, Rasna, world’s largest soft drink concentrate player with availability in 53 countries and 1.6 million outlets across India, today announced the launch of Rasna Masala Orange, a new spicy drink flavour with actor Kareena Kapoor Khan as its brand ambassador. Through Rasna Masala Orange, the company has taken a significant step towards innovation in India’s beverage landscape by creating a new category of spicy fun drinks.
Speaking on the launch of Rasna Masala Orange and association with Kareena Kapoor Khan, Mr. Piruz Khambatta, Chairman & MD, Rasna Pvt Ltd, said, “Over the years, we have unveiled unique, healthy and delicious fruit drink based flavours at affordable pricing. Rasna Masala Orange is healthy, got a unique spicy taste with well-known Rasna Nagpur Orange flavour. Kareena Kapoor Khan is a critically acclaimed actor, fearless and believes in quality. As we venture into this new era of spicy drinks, our association with Kareena Kapoor Khan as the brand Ambassador of Rasna Masala Orange will help reach out to more consumers.”
On her association with Rasna and tasting Rasna Masala Orange herself, Kareena Kapoor Khan, said, “Be it in spicy burgers, pizzas or sandwiches, everyone in India is used to a spicy palette. It is for the first time in the country, we have a spicy soft drink in the form of Rasna Masala Orange. I am proud to associate with Rasna as they are giving India a chatpatta orange drink that all of us love. Rasna Masala Orange is a great digestive, appetiser for the tastebuds which grownups and kids can drink anytime or on any occasion.”
Rasna Masala Orange is a unique product created for the very first time by any company through an innovative combination of real juice with spices such as Black Pepper, Cinnamon, Ginger, Cumin, Red Chillies, Mint and Fennel Seeds. It took Rasna more than six months to get the right combination as part of its R&D efforts supported by extensive consumer research. Rasna Masala Orange will be available in four pack sizes comprising of 32 glass pack at Rs.40/-, 12 glass pack at Rs.10/-, 1 glass at Rs.5/- and 1 glass at Re.2/- (without sugar)
Remarkably, Rasna has not increased the MRP of its product from its launch in last few years and is still available at Rs.2.37p per glass. In a research done by a well-reputed National Research agency, Rasna stood out with the highest recall orange drink - aided and unaided recall, which is another great achievement.
Rasna, one of world's largest manufacturers of instant fruit based concentrate has announced its new advertisement campaign 'Pyarelal Ka Bachpan Ka Pyar'. This campaign aims at celebrating the brand's journey of spreading love for decades across generations.
Rasnaalso announced its entry in the baked sweet snack category with the launch of RasnaVitos.
Piruz Khambatta, Chairman & MD, RasnaPvt Ltd, said, "Over the years, Rasna has unveiled some of the most remarkable and lovable campaigns. Our latest campaign has been created keeping in mind our journey of over generations wherein we have spread love and served more than 120 billion glasses. Unlike earlier campaigns wherein our mascot has always been a girl child between 3 to 8 years, this time, we have roped in two iconic Bollywood veteran actors. I am confident that their charm as Rasna’s 60 year old grand man and grand lady, will amplify the overall impact of our ads."
Considered as one of the most trusted original Made in India brand,Rasnais amarket leader with 85 percent share in the powdered drink segment. Now, Rasna has strong plans to chart its next phase of double digit growth and expansion of overall product portfolio.
Rasna launched RasnaVitos, a baked sweet snacks.
On the launch of RasnaVitos, Piruz Khambatta, said, "Vitos is our answer to the huge opportunity in the evening snacks and kids back from school segment. This product will drive the proposition of evening snacking in a tasty and healthy manner. Unlike fried chips and namkeens with 40% fat, Vitos is not fried but baked and made with Ragi and wheat with 14 nutrients making it an ideal health supplement for kids. Rasna has kept its promise of healthy tasty product for the masses that too at an affordable price of Rs.10 per pouch. The focus will now be on increasing the penetration of Vitosby levering our robust marketing and distribution network."
Manish Bhatt, Founder Director, Scarecrow said, "Via this new campaign Scarecrow narrates 'a story of a childhood love of 1.2 billion Indians- Rasna. It is a pride and honour for Scarecrow to have been associatedwith the brand with such an iconic status."
Rasna has also announced in the press conference regarding setting up of new powder facility at Chittoor, Andhra Pradesh which would add another 20% to its capacity to its double digit growth plan. Currently, the brand has nine manufacturing facilities across India. This new facility will be integral for Rasnato not only strengthen the market share in the powder drink segment, but also compete with fruit drinks.
Remarkably, Rasna has not increased the MRP of its product from its launch in 20 years and is still available at Rs.2 per glass. In recent research done by MRSS India (Majestic Market Research Support Services), Rasna has stood out with the highest recall orange drink - aided and unaided recall, which is another great achievement.
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