The company targets to sell 1 billion sachets of Rasna Cola Cola by the end of 2004-05. Rasna claims a 93 per cent market share in the Rs 300 crore soft drink concentrate market. Rasna currently sells about 2 billion sachets across all flavours every year.
Rasna chairman and managing director Piruz Khambatta said, We had introduced Rasna Cola Cola in sachets with the intent to make cola an affordable and easily available drink for the masses. With Rasna Cola Cola, we would be able to increase our sales by 50 per cent as we hope to sell a billion glasses of Cola Cola this financial year. Cola Cola is Rasnas latest product in the 1 ka 2 range.
Rasna also plans to expand its target audience from just children to mothers and other adults as well. Karisma Kapur, who plays a young mother in the Rasna advertisement, said, I chose Rasna because it has no artificial flavours.
However, when asked if this would stop her from being hired by one of the cola majors, she said, One of my contracts has just ended with one of them.
When Rasna approached me, it seemed like a novelty, and a family product, which is why I chose to endorse it.