RASNA

n 1972, a flavour technologist named Mr Areez Khambatta came

I forward with an idea, despite having zero business experience.

He had the sharp business acumen of a Gujarati, super selling and
negotiating skills but no degree in business management. However,
he joined hands with another equally talented sales professional,
Mr Ashok Vithlani, and the duo came up with a superb cocktail.

Mr Areez Khambatta identified that there was a huge market for

homemade soft drinks. Therefore, Areez got to work and created a
unique soft drink concentrate. It consisted of a dual-format of a bottle
containing the liquid flavour base and a pouch containing the
concentrate in powder form. The pouches were packed together.
When diluted with a specified quantity of water and sugar, it would
make two one-litre bottles of drink. These, when further diluted, would
make 32 glasses of a delicious soft drink. The dual format allowed the
taste to remain for long and was one of the product's unique features.

Another aspect of the product to be determined in the Marketing Mix

was the price. Mr Areez Khambatta decided that the product had to
be affordable for the masses and therefore priced it very economically
to penetrate the market. In those days, it worked out to about ten
paise per glass. A throwaway price compared to the other alternatives.

The distribution was the next challenge. So he hired Mr Ashok Vithlani,

a professional as sales head, who, with his selling and negotiating
skills, later became the CEO. Ashokbhai, as he was fondly known, got
distributors across the country to sign in, and the product was ready
for launch. The duo decided to call it Jaffe, and the work went into the
market with limited promotional support. The product did not take off.

Then came in a third gentleman, Mr AG Krishnamurthy, fondly known

as AGK. At that time, AGK was setting up an Ad agency named Mudra
for the Ambanis. With Dhirubhai's blessings, Mudra launched the
textile brand Vimal with great success. Advertising got noticed, and
more importantly, Vimal turned out to be a huge success.

Both the legends, Ashokbhai and AGK, met at the Navrangpura branch
of the State Bank of India (SBI), where both had their corporate and
individual accounts. As very often happens, the waiting period got the
two men talking, and they exchanged cards. Being the shrewd
businessperson, Ashokbhai realised that perhaps a good Ad agency

145
 was the missing link to Jaffe's success. Therefore, he invited AGK for
a chat at his office.

AGK sensed another opportunity for some good creative work that
could create another successful brand. The discussions led to Mudra
being appointed as an advertising agency for Pioma Industries
Limited. The Company manufactured and marketed Jaffe in 1982.

In those days, SDC or Soft Drink Concentrate was not a well-known

concept. In other words, consumers were relatively unaware that a
delicious soft drink could be made with the help of soft drink concentrate.
The awareness of the product concept was low. Jaffe had not been
able to establish itself as a unique product. Consumers were unable
to appreciate this innovative product. To them, soft drinks essentially
meant aerated soft drinks, something that could be had outdoors, while
branded soft drinks, to be had at home included squashes and syrups
like Kissan and Roohafza. Soft drinks for home usage also consisted
of homemade drinks such as sour lime juice, kokum sherbet, etc.

In 1982, the non-aerated soft drink market was estimated at around

Rs. 13 crores. (Kar & Das, 2015). Squashes and Syrups were the leading
product categories accounting for about 84% of the total market
share. There was no reliable estimate for homemade soft drinks either
by value or by volume. However, this market potential was estimated
to be large.

For Mudra Agency, the first challenge was to find a suitable brand
name. Jaffe did not ring a bell amongst the potential target segment.
It also did not seem a very appropriate name for a soft drink. After
considerable deliberations, the client and the agency decided to call
the drink 'Rasna.' The word Rasna originates from the word "Ras,"
which means juice. It was appropriate for a soft drink had a friendly
ring tone, which worked well for advertising.

Later, a suitable logo was also designed and approved. The Brand
Rasna was ready to be launched.

Most good agencies decide on their advertising campaign after

appropriate research. Especially if it is a new product destined to
open up a new category and Rasna was no exception.

146
The agency and client, therefore, commissioned large-scale research
with the following objectives:
1. To ascertain if there were any areas of dissatisfaction with soft
drinks and
2. The consumers' opinions on Rasna after trying the brand for a
few days. (Product taste test)

This research threw up some valuable points:

Aerated soft drinks were found to be costly and not suitable for
children. Squashes and syrups were also found to be expensive. In
addition to that, there was dissatisfaction with a limited flavour
range. Homemade sherbets fell short of the customers' taste
expectations, besides being cumbersome to prepare.

On the other hand, on distributing the Rasna trial drink, there was
a near-unanimous verdict in Rasna's favour. Among the various
attributes, taste and economy had a relatively greater role in inducing
brand trials. Therefore, it was decided to position the brand on the
twin platform of taste and economy.

The promotional strategy was designed to awaken the brand's

interest by highlighting these twin benefits. The client realised that
as the missing link in the success of the brand. The other three P's
were seemingly correct. viz. Product, Price, and Promotion.

Since the product was for household use, it fell squarely into the
homemakers' shopping basket and the other regular groceries.

147
 Therefore, the target segment was broadly defined as all homemakers
in the age group of 20+ with a monthly income of Rs. 750+ in 1982.

However, the agency realised early in the game that the child would
be a significant influencer purchasing the product. It was perhaps for
the first time in the history of Indian advertising that the child was
recognised as a powerful influencer in buying a household product.

The major challenge for the agency was to create an advertising

campaign that would be noticeable and effective. print, cinema and
outdoor were the primary media in those days, and television was still

O,: 'S, '¢° l 4.".72±HIE

32 glasses of d
soft drink!
:·..
It's so simple. even a child could do the trick
All you do is mix Rasna with sugar and
water. and ii ·s ready in minutes,
, _ · Rasna ~
2 bottles of syrup to make ±y soft drin
32 glasses of delicious soft drink. < R concentrat,
Just compare that with any .,;,
syrup/squash and you'll find
Rasna works out to ~
less than half the cost,

Rasna
So ft Drink Con cen trate 'DW5MI °
So delicious
So economical
Manufactured by: PJoma Industries. Aaarwa. Ahmtdabad ;j6() 016
Also avWlnble In: Kuwait. Duba,!. Buhraln, Maur1tlu11. Cairo. Khartoum. Lu.aka. Nairobi. Jeddah, Oslo. London.

148
in its infancy. Doordarshan was the only commercial television channel
available since satellite TV had not kicked in then. In consultation
with the client, the Ad agency decided to go for print and cinema as
the primary media.

The creative strategy was to highlight homemade and taste without

stressing the price, which would come as a pleasant surprise. The
headline went on to claim, "Just one wonder pack of Rasna makes
32 glasses of delicious soft drink".

The media expenditure in those days was huge compared to others.

It shows the confidence the client and agency had in the brand and
the marketing and communication strategy.

One of the critical lessons learnt over the years is the importance of
strong bonding between the agency and the client in the success of
a brand. This usually happens when there is implicit trust between
two professionals and a passion for making the brand successful.

Needless to say, that the Brand Rasna showed significant growth in

the first year itself. Sales increased by over 80%, an influential figure
considering the product was languishing for many years before
that year. The sales clearly showed that marketing and advertising
were on the right track, and the communication was working. This
convinced the client that effective communication was an integral
part of the brand positioning effort. They were enthusiastic about
allocating an even higher promotional outlay in the following year.

The following year the communication platform remained the same.

Besides, since the idea was to sell a new concept, ease of preparation
was added to the campaign, when children were brought in to exhibit
that making of Rasna at home was indeed a "Child's play.'

MILESTONES IN RASNA'S HISTORY

Rasna's brand history is full of exciting milestones. Some decisions
helped the brand, whereas others did not. Let us look at the brand
from the perspective of the 4 Ps.

PRODUCT
The beverage market includes various segments, broadly classified as
the market for in-home consumption and out-of-home consumption.

149
 RASNA
"Today I made it all by myself !"
IN'\' r.an nuU It 11\(MwhA'
'°" ~.,
f" h ildn n loiof Jbi,ll't,f It , 111(1' tnakr·.

•••"11
S-.ntpl> "111( Ill .. lllh •Id Kl ... f
If,, NMIP' VI m~, l: ~,..,. .. r.,11 ._,.,....,
M,,ft-Nlr 32..._ klla .,._..,

Ale». an woe le «at b» le that

half the co! of my tup/gash
Amat w hat rmare t 9 av aulle
hp&nlugg-anon!

Rasna
9,1:irl ~ °'8 l"str•~
So Delicious ! 5
So Economical ! . .,. r
Mfflufl'<.•u.rtiJ: b, ~ l•whanrta~ "..,...,._._
A.!tlm.-n..bblrln t:1.111..-11 IJu~ Rahr.a loll:lt,lf1f~
,\.h-.,data~
c.......,
-M:t<llS
Khwt(ltan.. Ll.nlilP.N.atral'lil..~l.a.l'l,.(WD, l..il;lllVV)f'I j.

The market consisted of homemade drinks such as lemon juice

(nimbu paani), Garcinia drink (kokum sherbet), different fruit
squashes, etc. In the non-aerated segment, there were packaged
syrups and squashes such as Kissan, Roohafza, flavoured water,
etc. Later, aerated soft drinks also entered the homes, thanks to the
large bottle formats. Indirect competition for in-home soft drinks
also consisted of beverages such as tea, coffee, and alcohol. Over the
years, other formats were introduced, such as powdered syrup and
outdoor dispensers in the ready-to-drink form.

Rasna introduced several new flavours and products, which was a

150
strong point. Suitable marketing communications supported each
launch for these products.

Some new flavours were fruit friendly, like Aam Panna, Shikanji, Jamun,
Masala Orange, Berry Cocktail, etc. New products like Rasna Insta,
Rasna Native Haat, Super Squash, Vitos, Rasna Native Haat Honey,
Pickles, Honey Vita, Badam Vita, etc., were introduced. Rasna, from
time to time, did innovate their products and achieved leadership in
them. Some innovations are as follows (Indiamart, 2019):
First in the industry to introduce dual format
New concepts like Premium Powder, Alphonso Mango, Home-
made Nimbupani, Ghar ka Range, Aqua fun (blue coloured)
were introduced as a soft drink for the first time by Rasna and
Bollywood Bite an Indian Namkeen in a canister 1ka 2- First Re/-
pack in SDC category
First, to introduce the Cola flavour as a non-aerated cola at Rs.
0.50 per glass in the world.
First to introduce the Indian shake mix brand, i.e., Rasna Shake-up
They had an extensive range of flavours among any beverages
viz Orange, Pineapple, Mango, Nimbupani, Guava, Watermelon,
Mixed fruit, Litchee, Sha hi Gulaab, Khas, Kala Khatta, etc.
Launched the first masala drink concentrate beverage

PACKAGING
The most preferred flavour in the Rasna range was the orange flavour.
Hence, the original pack had predominantly orange as its dominant
colour.

To make it more contemporary and meet the emerging market needs.

Rasna, on a brand consultant's advice, changed the brand's identity.
The Rasna lettering style was modified and a leaf introduced to give
the brand a flavour of naturalness. Later, the new logo, with half-cut
Orange and Rasna written on it, was introduced.

When Rasna ran special promotions such as the Spiderman

Promotion, this aspect was also introduced in the pack design.

151
152
 PRICIN G
One of Rasna's fundamental strategies was its pricing on the platform
of the economy. This is seen in the following table:

Category Product Pack Size NewMRP MRP per ml

Soft Drink Rasna (New Masala Orange) 70g (makes Rs. 42 Rs. o.6
Concentrate Kesar Soft Drink 32 glasses) Rs. 80
Concentrate Mix

Squashes/ Kissan 750 ml Bottle Rs. 125 Rs. 0.16

Syrups Guruji 750 ml Bottle Rs 130 Rs 0.17

Aerated Soft Drinks Coca Cola 750 ml Bottle Rs. 40 Rs. 0.053
Pepsi 750 ml Bottle Rs. 40 Rs. 0.053

Packed Juices Tropicana 1 L Rs.100 Rs. 0.1

Real 1 L Rs. 100 Rs. 0.1

Sherbets Dabur 700 ml Rs. 135 Rs. 0.19

Hamdard 750ml Rs. 145 Rs. 0.19

Price list of Rasna products as of 2019 (Price source: www.bigbasket.com)

PLACEMENT
The early success of Rasna may be attributed to the fact that the
company was able to set up a vast network of wholesalers and
retailers across the country, which was very important for success
in the FMCG sector. It was estimated that Rasna was available in
as many as 1.6 million retail outlets across the country.

A strong marketing team of sales managers, officers, and company

representatives serviced the distribution chain. A group of distributor
salespersons, a strong distribution network of 26 depots, 200 super
stockists, 5000 stockists, and more than 1.6 million outlets across
India and 53 countries worldwide were established to effectively and
efficiently cater to its audience. ("Rasna taps into nostalgia," n.d.)

Rasna Plants are located across India at Mahij, Kalol, Saij, Mehsana,
Daman, Ambala, Dehradun, Chittoor and Tanuku. While depots of Rasna
are located across India at Delhi, Zirakpur, Lucknow, Ghaziabad,
Dehradun, Ambala, Kolkata, Bhubaneshwar, Patna, Ranchi, Guwahati,
Ahmedabad, Jaipur, Nagpur, Indore, Raipur, Jabalpur, Bhiwandi, Pune,
Goa, Chennai, Cochin, Madurai, Secunderabad, Bangalore and Vijaywada.

153
 PROM OTION
One of the crucial reasons why Rasna succeeded over the years was its
emphasis on Integrated Marketing Promotion. Rasna used both above
the line and below the line promotion strategy to a significant effect.
(Bhasin, 2019)

ABOVE THE LINE PROMOTION

Television and print were the major drivers in the 'Above the line' segment.

In the early days, the central message in brand promotion was

functional benefits such as taste, range of flavours, and economy.
When research indicated that Rasna was mainly consumed during
social occasions such as birthday parties, family get-togethers,
specific ads were created for such occasions. As new flavours were
introduced, new ads were created for their launch.

Over the years, Rasna used many film celebrities in its advertising,
such as Hrithik Roshan, Akshay Kumar, Kareena Kapoor, Genelia
D'Souza, Anupam Kher, Paresh Rawal, Karishma Kapoor and Johnny
Lever and even sports personalities such as Sain a Nehwal, Virendra
Sehwag, Kapil Dev and Vivian Richards.

Rasna. 'ou just can't stop at one... Rasna.You just can't stop at one...
and you don't have to! and yon don't have to!

Rasna
the one drink you can be generous with

Following is the storyboard of one of the television commercials:

154
Ad starts with Akshay Kumar getting A kid approaches Akshay Kumar and requests
ready for a film shot. him to visit home and surprise his mother
on her birthday, as she is a big fan of him.

Akshay somehow agrees when he hears They reach home and mother is surprised
that the kid is offering free Rasna and that to see Akshay Kumar at her door, as he
too in five different flavours. wishes her on her birthday with a balloon.

All kids along with Akshay enjoy the party As soon as Akshay drinks Rasna, he gets a
as the mother serves them with Rasna. party makeover and dances with the kids.

Akshay and kids enjoy the party (Tagline As the party ends, both Akshay and the kid
of Rasna "Life mein Rasna Milaofy" turns express their love for Rasna saying "I love
into a melody). you Rasna."

Rasna Akshay Kumar=- https://www.youtube.com/watch?v=boDuzlVVuOQ

155
 One of the critical strategies in Rasna's advertising was to use a
child as its brand ambassador. The Ankita Ads with the tagline "I
love you Rasna" became the legendary property of the brand. Early
research showed that when consumers were asked to recall Rasna,
they invariably referred to its tagline. Today, the brand has evolved,
keeping in view the current needs. The brand went through several
transitions in its brand positioning over the years, from 'I love you
Rasna' to 'Relish a Gain' to 'Shararat Ek Ghoont.' Rasna always tried to be
relevant to its target segment in the face of increasing competition.
When it was felt that Rasna was seen as a synthetic drink, Vitamins
were added and promoted accordingly. New flavours were added and
advanced, with line extensions, whenever necessary.

RADIO
Rasna used radio periodically as a reminder medium over the years.
Of particular mention was the use of 92.7 Big FM to launch the Rasna
FruitPlus campaign. The creative story essentially evolved around
three friends who venture out to do something different and prepare
Rasna FruitPlus in just 5 seconds. The campaign proved to be a huge
hit amongst children. ("Rasna back on radio after 5 years," 2010)

OUT OF HOME (OOH)

Rasna, from time to time, used Outdoor to promote the brand. The
themes ran through television, print, and radio and converted into
Outdoor campaigns to serve as a useful reminder.

156
DIG ITAL M A RKET IN G
Over the years, Rasna primarily used traditional media for its
promotion, such as television, print, radio and OOH. However,
in recent times it has increased its presence on social media.

Facebook
Rasna's Facebook page carries relevant content, which is engaging
to the consumer. Earlier posts consisted of product details, features,
news, etc. Nowadays, the content is more engaging and includes
quizzes, puzzles, contests, and the like. Events such as the World Cup
etc. provide good opportunities for the brand to engage itself with its
followers in an exciting way.

157
 Q

Photos

Twitter
The recognition that each platform has a different audience and
expects to deliver another type of content enables the brand to use
it effectively. The Twitter followers are different from a Facebook
follower, different from a Linkedln follower or an lnstagram follower.
Essentially each community has to be treated differently and
communicated with as such. Hence, the Twitter follower would be
more interested in the latest news, happenings, and opinions. Not
so much frivolous content, which one might find on Facebook. Hence,
different strokes for different folks then becomes the mantra.

Instagram
This platform is a hit amongst the youth and eminently suited for
a brand like Rasna. It is also a visually-driven platform and allows
excellent creative expression.

One of the most significant advantages of digital and social media

is that it engages the customer more intimately than traditional
media. However, what is essential is that there should be regular
and engaging posts. In this space, content is truly the King.

158
 *
ei
+ii
:II
rasna_internatlonal . Follow

rasna_international Watch a
gripping tale by Rohit Shetty, starring
the newly-wed Ranveer Singh in a
story that will keep you glued to your
seats if you are a lover of action-
romance! Enjoy the film with your
favourite film companion- Rasna!
1)1 #simmbathefilm #rasnalnternat!ona\
#rasna #filmyfriday #bollywood
#movie #rasnafllmyfriday #movies
#iun #simba

dbvw

NGINOI/\
£N£RGISI )l.'T\ONS
sjNCE GENER

rasna_international
421 posit 2,467 !ollOW'9r,
-■···
153 roHawlf)Q

Ras naa
rat
The lovti o! India since Geneu!lons ..
For any queries please DM
# Rana #iloveyour asna #loveurasnarecipes
bll.ly{loveun1nere<:lpt1t_lern1aaOOcondillon1

~
'f'U RASN ..

he Goodnoe,
Th@ Goodness~~~ Rosna With
9getherres,

159
 rasna_international • Follow
#Rasna.AurRevision

rasna_international Here we go, let

I 5cM the revision begin! The formula is
given, put it to use and solve the
mathematical problem.
Comment your answers below and
Jet's see how many of you get it
right.
# Ras nalnter national #Rasna
#ILoveYouRasna #RasnaAurRevision
10cM #Mathernetics #Quiz #Examinations
#Fun #Maths #Exam Time #Sums
#Exam #Easy #Tough
#GuessT he Answer #Formula
# Volume #Area

13 2w

Volume of cylinder = r'h Find volume •

bansalsid 3.14 2.5 2.5 8=
157cm?

FIND THE VOLUME OF s] [e] i I

ASNA IN THE GLASS 61 likes
AARCI 16, 2019

BELOW THE LINE PROMOTION

I recall Mr Piruz Khambatta once told me that he found Below-the-
line promotion beneficial for a brand like Rasna as it did this very
effectively. It was useful whenever new flavours were introduced.
The sampling exercise was usually carried out in stores.

School activations were an important sampling tool done with the

permission of school authorities. It led to much enthusiasm amongst
the children, who received attractive gifts. They, in turn, went home
and pestered their mothers to buy Rasna.

SALES PROMOTION
Rasna engaged in several trade and consumer promotions over the years.
One sales promotion worth mentioning is Prankies' consumer promotion.

Interestingly, note that the Rasna consumer's persona, whether

the homemaker or the child, changed over the years. Further, many
brands were targeting their communication with children and
through the children to their families. Therefore, it was essential to
understand what was happening to the consumer profile regarding
their psychographics. It was believed that the nineties' kid was no longer
the same as the kids from the seventies and eighties. So also the

160
homemaker's idea of what they wanted the kid to be. Rasna's marketing
and advertising team realised a need to understand the changing
trends and capture this in communication for the new millennium.
Accordingly, a significant research study was commissioned to study
the child's changing nature, and the results were interesting to see. It
was clear that the cute child was giving way to the new millennium's
smart aspirational kid.

The differences identified were as follows:

Earlier cute kid:
• BoyorGirl
• One to Three Years of Age
• Chubby
• Beautiful
• Ever smiling
e Teacher's pet

Aspirational Child of the New Millennium:

• Typically a boy
• Active and Energetic
• Intelligent and overly mischievous
• Five to seven years of age
• Little naughty
• Aroused admiration

In short, in terms of imagery, from the cute chubby to a smart brat.

COMMUNICATION AND SALES PROMOTION

STRATEGY
Therefore, the critical question was, "How could the brand be made
relevant to the new contemporary kid in terms of an appropriate
communication and sales promotion strategy? The theme of
Prankster and Prankies' promotion was therefore created.

The dictionary definition of a prankster is a mischievous person who

plays tricks on others for fun. Therefore, the challenge lay in creating
fun through simple tricks and events, which the new kid could play
with others without harm.

In keeping with this idea, items such as small lizards, rats, and other
crawlies were chosen, which were almost lifelike and could be easily

161
 placed in the pack as a gift item. These were then advertised through
exciting ads across various media.

The result was that the sales promotion was extremely successful, and
the brand increased its sales by over 15% that year. What was more, the
promotion was considered strategic and enhanced the brand's equity.

Over the years, Rasna employed several promotions with Akshay

Kumar to target the kids' segment and offered Muzos free with each
Rasna pack. Here is a look:

,ak Bane,
" , VltPranld
, ~

'Uh, 30 Prankies '~

FREE!*
• One in every 32 glass

.,.._ -· - --
FRassna Soft Drink Concentrate pack
-·· ..,,_ ........ ··-· . .,

162
 TRADE PROMOTIONS
Rasna employed several trade promotions in the past and continues
to do so. One interesting trade promotion was the annual sales
conference held across the country each year in a different location
in a 5-star property where all the major distributors and wholesalers
were invited. The marketing and advertising plans were unfolded for
the coming year. The trade was rewarded with prizes for exceptional
performance, and traditional schemes and freebies were given during
the year.

PUBLIC RELATIONS
Rasna is often in the media for a good reason. The Khambatta Trust
engages in several philanthropic activities, which very often gave the
brand good publicity. Following is a snapshot of their Press Releases
(Rasna International, n.d.):

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ri; z fps ipitor rite it in
fa rl) wr air 'kt f 3?
spl far art it pz imitz it 500
wig it mporet fer rl a«')
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~b,-r; ~ ~ ~ q-mil

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'It 'lfffl ~' iii Iii q,'i \'Pl I
'f-14 lf¥1 ~ 1111": l!T"' ~
qeto ier it pa poi}e r -
wriuz ppr 5,000 ihg q
t ww# «? itorr rot z fop tor'o
Ii~ .m"I ~~ V!'!ll
·pp) ) it

Rasna unveils new stick pack

{A G\.ASS ACT
May 29
efreshment drink-maker
a
R Rasna unveiled ·world's
biggest glass' during an event In ~
•

New Delhi. organisers hope to J

enter the record books with 10ft
6'..,... x 6ft fibre glass. which ls blgger w,~·,
·~ · '
than the existing record of 8.5ft
. . x 5ft glass kept in Florida. USA, • ,i

j)--Cl_
lnd••n \h•Jlt'"' ~ .. ,,. lffhw~I lk'fl/ ....,,th rta,n.a (MD
Ylrur Kambatta and others at the l•onch of 11.,,,,..
\lo(~ pA<. 1. fru,!p/U\ inf•- Ot-lhl °'' Mond>y
MJ O Y., ,:AO - •~ 163
 as:gg;gy .sa,,
Rasna forays into ready-to-drink
beverage segment
New Delhi: Fruit drink concentrate maker Rasna
today entered the ready- to-drink beverage segment
in the country with launching four variants of
ju ices and ... ,1J ti PKpects t300 ,:,-rf"/1'(' rt'Wll'!IU•!S l\'vlm
the category in the next three years
"We would be happy if it (beverage segment)
bec<>m,,, 11 f ;oo crore t-nhty In lhP. lll!tt 2.:1 yon.ra •
Rasna chairman and managing director P!ruz
Khambatta told reporters here. 'T'he juice segment
in the country is M1itl\nlod to be around 5,000
crore per (ll)num. he added. ''he company also plans
to come up with ti· own mnnuJ.icturiug plant to
come out with ready to drink beverages.
"Currently, we have contract manufacturing
,u·nmg,,'lm•nl for juices. In the next six months, we
plan to cotnc up With tllJr own J•lanl at llll tnl,1'>1·
ment of around 50-60 crore," Mr Khllmbau., ~aid l\t
present, the company has seven facilities across the
country to make powder <:onccntmtu. 1'1'1

REFERENCES
• Bhasin, H. (2019, March 25). Marketing mix of rasna - rasna marketing
mix Retrieved from https:/ /www.marketing91.com/marketing-mix-
rasna /#Prod uct-i n-theMa rketi ng-M ix-Of-Ras na
• lndiamart.com (n.d.). Rasna Enterprises. Retrieved from https://www.
ind i a ma rt com/ ra sna-e nte rp rises/ a bout-us. htm I
• Kar, S. & Das, S. (2015, January 14). 40 years ago...and now: Rasna fights to
keep the love affair going. Business Standard. Retrieved from https://www.
bu si ness-sta nda rd .com/ article/man age me nt/ 40-yea rs-ago-and-now- ras na-
fights-to-keep-the-love-affa i r-go ing-114031301261_1.htm I
e Ranga,M.(2014, September 26). Marketing strategies for Rasna. Retrieved
September 07, 2019, from http://rangamegha.blogspot.com/
• Rasna International, (n.d.). Media activities & news. Retrieved from https:/ /
www.rasnainternational.com/commercial-media.html
• Rasna, back on radio after 5 years, with 92.7 BIG FM; launches 'Rasna Fruitplus
campaign'. (2010, April 17). Retrieved September 07, 2019, from https:/ /www.
adg u I ly.com Ira sna-back-on-rad io•after-5-yea rs•with-92. 7-bi g-f m-launches-
ra s na-fru itpl us-cam pa ign-42764.htm I
• Rasna taps into nostalgia with new digital campaign #LoveURasnaRecipes.
(n.d.). Exchange4media.com Retrieved from https:/ /www.exchange4media.
com Id i git a I-news/ ra s na • ta ps-i nto-n osta I gia-with-new-d i git a I-campaign-
love u ra s n a recipes-112594, htm I

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INSIGHTS

RASNA

Rasna was introduced at a time when there was good

potential for a new In-house consumption soft drink.

The brand had an evident positioning in terms of taste,

multiple flavours, and economy.

Initially, communication focused on product benefits and

then proceeded to go the emotional route by introducing a
child in the campaign.

The brand remained contemporary through the introduction

of new flavours and products accompanied by appropriate
advertising.