New Delhi: Domestic brands usually battle for recognition on equal terms with global brands. But in the case of Rasna Pvt Ltd, the Most Trusted Brands Survey 2003 proves otherwise. Rasna has not only conquered the markets — currently commanding a 90-per cent volume share of the soft drink concentrate (SDC) category — but has also won the battle for the top slot in consumer confidence.

Rasna has been voted the No 1 most trusted brand in the beverages category, above majors including Pepsi, Coca-Cola and Horlicks. Moreover, Rasna has also been declared the 15th most trusted brand in the country, rising four places from 19th place last year, in the survey conducted by AC Nielson ORG-Marg.

Says Rasna chairman and managing director Piruz Khambatta: "This is truly a proud moment for Rasna. We have always endeavoured to provide the best quality and value-for-money products to our consumers and it is heartening to see that we have succeeded in earning their trust and loyalty. Having risen four places from last year to being the 15^th most trusted brand in the country, Rasna aims to enhance its efforts to further increase customer satisfaction. Our goal is to have the soliloquy ''I love you Rasna'' on the lips of a billion satisfied Indians."

In achieving these laurels, Rasna''s main ingredients have been quality products to suit every socio-economic segment and a widespread distribution network comprising over 11 lakh outlets. This year, Rasna''s consumption has increased to 2 billion glasses per year and its products are available in 6 million households in the country — and the company''s goal is to further increase these numbers.

Recent developments at Rasna in the form of product launches and innovative initiatives have placed its products in every part of the country and in various market categories including the SDC and milk additive categories. In the SDC category, Rasna is the undisputed market leader with products like Rasna, Rasna Juc-up and Rasna Utsav.