Rasna forays into ready-to-drink fruit beverages

Now Pepsico's Tropicana and Dabur's Real Fruit juice are in for some tough competition from the leader in concentrated drinks, Rasna. Gujarat's homegrown brand, that enjoys over 80 per cent market share in the powdered and concentrates category on Tuesday forayed into an altogether new category, the ready-to-drink beverage segment with the launch of Rasna Ju-C.

The company has formed a separate division called Rasna Beverages to manufacture and market the Rasna Ju-C, and plans to invest close to Rs  40-50 crore over the next two years on gaining a foothold in the beverages segment. This division will operate as an independent business unit, based out of Delhi and is headed by president and CEO Arshad Siddiqui. Complete dedicated sales, marketing, operation and quality control teams are already in place, claimed a company release.

Piruz Khambatta, chairman and managing director, Rasna said, “Rasna has come a long way in the soft beverage category ever since it was started several decades ago. It has, at all times made efforts to offer the best possible value proposition in keeping with the Indian mindset of ‘value for money’.The introduction of the new category signifies our acknowledgement that we have developed an innovative product and believe in offering the best products to our customers; products that are enriched with natural taste, more nutritional value and a variety of flavours albeit at very competitive prices.”

Ju-C is designed to facilitate the rapid expansion of Rasna’s presence into venues where healthier, quick serve options have become an essential component of the menu offering, such as K-12 schools, college campuses &university locations, convenience stores, mom and pop stores including entertainment venues. Ju-C will be available across the country in four tempting flavours (Mango, Apple, Orange and Mixed).

Siddiqui added, “There is an increasing trend of consumers making healthy choices in their food consumption. Rasna Ju-C juices are being introduced on the platform of tastier, healthier and fun. This is a differentiated proposition which we believe will help to garner larger market share.”

Khambatta feels that the Indian beverage industry is at the cusp of a revolution, fuelled by changing lifestyles, a growing middle class, rapid urbanisation and increased disposable income.

"For a kid, when thirst needs to be quenched, energy needs a quick boost and nothing can beat glass of chilled Rasna drink. Our philosophy is simple “innovate and be a leader on product platform," he said.

Rasna Pvt. Ltd. is  a family-owned business house and one of the largest manufacturers and exporters of beverage and processed food in India. Rasna created a category of soft drink concentrate in the beverage category and on Tuesday, the company has the largest capacity in Asia to make powder concentrate with seven facilities spread across the country.