Rasna forays into fruit juice market

Launches Juc Fit

Soft Drink Concentrate (SDC) major Rasna has made its foray into the fruit juice market by launching its product called Juc Fit.

During the launch press conference, Aurobindo Mohanty, vice-president, marketing, said that this fruit juice-based health drink contains 100 per cent Recommended Daily Allowance (RDA), seven essential vitamins and minerals and is certified by the Indian Council of Medical Research (ICMR).

The drink is available in 200 ml and one litre tetra packs priced at Rs 10 and Rs 45 respectively. Juc Fit is available in three flavours "" orange, mango and mixed fruit.

The Rs 275-crore company has a market share of 97 per cent in the SDC category and 85 per cent in the dilutables category.

Besides 24 warehouses and 3,500 stockists in India, Rasna also has offices in the US, Dubai and Bangladesh and a manufacturing base in UAE. The company also exports its products to more than 40 countries.