the leader in the soft drink concentrate category in
India with an 86.9-per cent market share and the only
Indian brand in an arena of multinational players, as
a part of its grand strategy to reach out to a billion
Indians, has launched across the country a product in
a sachet that gives a glass of Rasna at only 50 paisa.
at Re 1, this sachet will make two glasses of the all-purpose,
all-season soft drink, which offers considerable health
benefit, as it comes fortified with vitamin, calcium and
glucose. This is a part of the companys initiative
to take soft drinks to the masses.
new product is almost 40 per cent cheaper than Rasnas
existing range, reinstating Rasnas position as the
most economical soft drink in the country. While this
product is available in orange, nimbu pani and
mango flavours, it is enriched with generous quantities
of calcium, vitamins and glucose.
will only need to pour the contents of the sachet into
a bowl containing two glasses of water and add sugar to
make a delicious, refreshing and healthy drink from Rasna.
Rasna will make this product available at more than a
million outlets across the country.
Rasna chairman and managing director Piruz Khambatta:
Rasna is an Indian company for the Indian people.
Our aim is to make Rasna a part of the daily life of the
common man. With the launch of this new product that gives
a glass of Rasna at 50 paisa, we are geared to touch the
lives of 86 per cent of Indians, whose lives have not
been touched by a soft drink.
get this product to the farthest corners of the country
we have put a new and extensive retail strategy into place.
While this is an exercise never attempted before by any
consumer company of this category, this is the single-biggest
attempt by an Indian company to grow the market.
an Ahmedabad-based company, has made Rasna one the most
recognised brands in India. Rasna virtually created the
soft drink concentrate market and now is the leader in
this category with an 86.9-per cent volume share, making
Rasna the worlds largest selling soft drink concentrate.
in product offering, packaging, creative promotions and
an extensive distribution network has enabled Rasna to
hold the fifth position in cold beverages category in
the country and has made it the 19th most trusted brand
to producing natural, refreshing and most importantly
value-for-money products, Rasna, as a mass brand, is affordable
to the common Indian man. Besides an extensive network
in India, Rasna also has an office in the US and a manufacturing
base in the UAE and exports to 40 countries across the