Rasna to foray into “functional beverages” segment


March 23, 2013: Ahmedabad headquartered Rasna which is market leader in the powder fruit drink category is planning to foray into “Functional Beverages” segment. Currently, Rasna has got 85 per cent market share in the powder fruit drink category. The company is ready with its new business division Rasna Beverages and is looking forward to come out with value added offerings in segments such as energy drink, fruit juices etc. With the launch of these non alcoholic products Rasna is taking competition to the doors of the competitors. Rasna itself is facing a stiff competition from Cadbury Kraft brand Tang and PepsiCo owned Tropicana in the powder fruit drink category.

On this launch, Piruz Khambatta, Chairman and Managing Director, Rasna said, “These new launches would be under functional beverages as we are adding something to them to differentiate from the rest of the brands in the same category.” The company would be launching products for the masses and would stay away from premium beverages segment. According to Mr. Khambatta, the new functional beverages would be priced lower than brands such as Red Bull and most probably it would be priced in the range of Rs.40. Rasna with the launch of these new products is trying for a share of pie of the Rs.250 crore energy drink market and allocated a total ad budget of Rs.35 crore. They would be running campaigns create by Curry Nation at the end of the IPL tournament.


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