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Rasna to enter into food product under child & health category

Rasna has also announced Bollywood Actor Akshay Kumar as the Brand Ambassador, besides rolling out some marketing campaign.

By Franchise India Bureau
Rasna to enter into food product under child & health category

Rasna, one of the largest fruit drink maker in India, is planning to enter into child and health food product segments.

The group will be launching its first exclusive food product for kids by July this year.

"We are doing some test marketing on a completely new product. We will be launching the product pan India this July. It is a food product, not a drink. And it will be our first food product category (in domestic market)," said Piruz Khambata, Chairman and MD, Rasna.

"We are only in the beverage segment in India. Abroad we have food products like chutneys," added Khambata.

Rasna has also announced Bollywood Actor Akshay Kumar as the Brand Ambassador, besides rolling out some marketing campaign.

“Akshay Kuma is not only the brand ambassador for the domestic market but also for the Middle East and other countries", added Khambata.

The company is also looking at a 20-25 per cent growth this year.

Rasna has over nine factories in India with a total capacity to produce 500 crore glasses.

"Of the total 500 crore glasses, we make Rasna orange for at least 60 per cent which is about 300 crore glasses", Khambata added further.

Rasna exports products to the Middle East, Sri Lanka, Bangladesh, Pakistan and Nepal and is also looking at entering South Africa.

The company has allocated Rs 40 crore towards marketing campaign, expected to begin from Southern region, which contributes a majority of business to Rasna.

Related: PepsiCo targets 'aspirational class' consumer with launch of new can

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