Rasna

Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad, India. It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by carbonated soft drinks like Thums up, Gold Spot and Limca. As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India and as of 2011, the company had a turnover of ₹3.5 billion (US$52 million).

Facilities and products

Though the company does most of its business in India where it has 5 manufacturing facilities in Gujarat and 1 in Himachal Pradesh, it has manufacturing facilities outside India in Bangladesh, Dubai, Saudi Arabia and Egypt as well. The company manufactures soft drink concentrate in 11 different flavours. In India, Rasna earns most of its profits from the soft drink concentrate market though it makes fruit jams, fruit cordials, teas, pickles, chutneys, ready-to-eat curries and snacks, majority of which are exported.

In 2000, Rasna launched an aerated fruit drink, Oranjolt. The venture failed, which was attributed to the fact that the drink needed to be refrigerated at all times and many retailers in India switch off their refrigerators at night. The company launched juice products in the market in 2002 and in 2010, it announced that it was entering the health drinks segment.