Rasna, a homegrown beverage brand, derives about 20 percent of its business from its new generation portfolio, as shared by Piruz Khambatta, Group Chairman of Rasna Group.
Khambatta said, “The new-gen portfolio, that we launched post Covid, accounts for 15-20% of our business. However, the conventional portfolio continues to dominate, accounting for 80%. This is simply because mass items generate volume.”
Speaking about the consumer trend towards healthier options, he remarked, “At Rasna, unlike many other Indian brands, we’ve always been at the forefront of innovation, introducing numerous pioneering products. Rasna holds the distinction of being the first brand to introduce stevia-based products free from artificial colors and flavors.”
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Sharing his insights on the anticipated demand in response to hot summer projections, he emphasized that for any soft drink company specializing in dilutables, the duration of the heat wave outweighs its intensity in importance.
“During the season, we have just one opportunity each month. Last year, from January to April, demand was robust, causing shortages. Yet, come May, early rains completely disrupted operations, leaving the industry with unsold inventory.”
Regarding Rasna’s readiness, he remarked that the company’s prowess lies in its strong R&D department, the emotional bond consumers share with the brand, and its robust distribution network spanning direct and indirect distributors across 2,000 small towns.
As summer approaches, Rasna unveiled a fresh advertising campaign featuring actress Tamannaah Bhatia. Discussing the company’s advertising strategy for the upcoming fiscal year, Khambatta revealed that marketing expenditures will surpass last year’s, with a stronger emphasis on digital marketing initiatives.
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