Rasna to enter ready-to-drink segment

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Kolkata, Apr 16: Soft drink concentrate major Rasna Pvt Ltd is planning to enter the ready-to-drink segment by launching beverages, both fruit and non-fruit, in Saudi Arabia and Bangladesh.

The company is looking for joint venture partners in Bangladesh and Saudi Arabia to launch the products by 2009, CEO & president Subhashish Guha said here Wednesday. The company would provide technology and marketing strategies, while local partners would be responsible for distribution, said Guha. Beverages would essentially be health and energy drinks, he said.

"We are also test marketing a snack food product, Tonik, in Delhi. If it is successful, the product will be rolled out nationally within a year," said Guha while launching Rasna's new refreshing summer drink, Fruitplus, here. Fruitplus has zero per cent fat, and is fortified with vitamins, calcium and fruit powder. It is available in orange, lemon, mango and pineapple flavours with prices ranging from Rs 2 to Rs 85 depending on the size of the pack.

"We enjoy 97% share in the Rs 300-crore soft drink concentrate market in India," said Guha. "We have eight manufacturing units in the country and we export 11 products to east European countries, Asia and Africa." The company's year-on-year growth is around 25%, he said.