Rasna is 40 years’ old, but the company has plans in place for the coming months

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New Delhi | March 7, 2017 3:36 AM

Summers are upon us, which means time for beverage companies to go into hyperactive mode. Taking a cue is Rasna, which is revamping its flagship fruit-based concentrate drink in a new avatar.

The brand has repackaged and redesigned itself to keep up with the changing times.

Summers are upon us, which means time for beverage companies to go into hyperactive mode. Taking a cue is Rasna, which is revamping its flagship fruit-based concentrate drink in a new avatar. The brand has repackaged and redesigned itself to keep up with the changing times.

“People need newness, and that’s why they opt for various brands. If we give them that, the chances of them moving on to other brands lessen,” says Piruz Khambatta, chairman and MD, Rasna.

As per a Nielsen report, in total, 1.25 billion people in the country drink 5.9 billion litres of soft drinks in a year. And even though traditional and homemade drinks remain popular, Indian consumers are moving towards packaged beverages. However, they frequently reach for their more convenient-to-consume counterparts — soft drinks. But that hasn’t deterred Rasna’s ambition to convert more consumers into concentrate beverage drinkers. The company conducted extensive research before taking on the exercise.

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Apart from just redesigning the logo, done by DIY Works, the brand has changed the product’s taste too. “Instead of tasting like a sherbet, it will now be like any other fruit juice with added vitamins,” adds Khambatta.

A niche category in the beverage segment, powdered fruit-based concentrates see no major players other than Rasna and Tang — the latter failed to pick up in comparison. Rasna, in that sense, has an economical offering. “Cheaper than other drinks — colas or fruit-based — the powdered drink market has seen a natural growth,” points out Technopak chairman and MD Arvind Singhal.

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