Rasna (drink)

Last updated

Rasna
Type Drink mix
ManufacturerPioma Industries
Country of origin India
Introduced1976 [1]

Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad, India. [2] It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by carbonated soft drinks like Thums up, Gold Spot and Limca. [3] As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India [4] and as of 2011, the company had a turnover of ₹3.5 billion (US$42 million). [5]

Contents

Additionally, its very popular among children, Rasna operates over 40 mock tail bars across India under brand 'Rasna Buzz'. [6] These bars are targeted to the Indian tastes by youngsters and offer variety of products on menu such as soda-based drinks, milkshakes, sundaes and specially created mocktails, Mirchi Mango, Masala Orange, Minty Jeera Lemonade, Kala Khatta Buzz etc. Rasna Buzz also offers these drinks with Indian cuisine like idli, batata vada apart from the regular burgers, pasta, momos and french fries. The first of such bar was opened at Pune in 2019. [7]

Facilities and products

Though the company does most of its business in India where it has five manufacturing facilities in Gujarat and one in Himachal Pradesh, [8] it has manufacturing facilities outside India in Bangladesh, Dubai, Saudi Arabia and Egypt. [9] The company manufactures soft drink concentrate in 11 different flavours. [8] In India, Rasna earns most of its profits from the soft drink concentrate market though it makes fruit jams, fruit cordials, teas, pickles, chutneys, ready-to-eat curries, and snacks, majority of which are exported. [5]

In 2000, Rasna launched an aerated fruit drink, Oranjolt. [10] The venture failed, which was attributed to the fact that the drink needed to be refrigerated at all times and many retailers in India switch off their refrigerators at night. [11] The company launched juice products in the market in 2002 [12] and in 2010, it announced that it was entering the health drinks segment. [13]

Advertising

The company has used national television as a mode of advertising its products since the 1980s. [3] Its tagline "I love you Rasna" is aimed at children. [3] In the original ad campaign, the Rasna girl was played by Ankita Jhaveri, now an actress in South India while the latest one, Avan Khambatta is from the Khambatta family which owns the company. [14] Rasna's distribution was initially taken up by Voltas and after two years of handling, Khambhatta decided to withdraw and approached Rallis and Corn products (now known as Bestfoods and owned by Unilever). [15] However, since that did not materialise, Pioma Industries set up its own distribution infrastructure. [16] Their brand advertising was managed by Mudra Communications between 1984 and 2005, Dentsu between 2005 and 2009 and from 2009 onwards by Rediffusion. [3] In the past, Karisma Kapoor, Hrithik Roshan, Anupam Kher, Paresh Rawal, Kapil Dev, Virender Sehwag and Genelia D'Souza have been Rasna's brand ambassadors. [17] Currently, Rasna's brand ambassador is Akshay Kumar. [18] As part as a promotional campaign featuring then Miss India, Pooja Chopra, Rasna made an attempt to break the Guinness World Record for the "world's biggest glass" in 2009. [19] [20]

Competition and failed acquisitions

Kraft Foods, which markets soft drink concentrate under the Tang brand internationally, entered India in 2001 by setting up a manufacturing facility in Hyderabad. By 2003, tough competition from Rasna among other brands forced Kraft to shut its plant in India. At the time Rasna was said to be interested in purchasing the plant. [21] However, the plant was not sold and restarted manufacturing Tang when it was taken over by Cadburys in 2010 as part of its global buyout by Kraft Foods. [22] Rasna made another attempt at acquisition in 2003 itself, when it attempted to buy Brown & Polson and Rex Jelly brands from Hindustan Lever. [23] According to Piruz Khambatta, chairman and managing director of Rasna, the deal offered was a licensing deal rather than an outright buyout, hence it fell through. [24] India was the first market where Coca-Cola launched its soft drink concentrate brand, Sunfill. [25] This brand too did not do well and was withdrawn in 2004, failing to break Rasna's monopoly in the segment. [26] Like Tang, Sunfill too has been recently relaunched in India, in 2011. [27]

Related Research Articles

<span class="mw-page-title-main">Cadbury</span> British multinational confectionery company

Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company owned by Mondelez International since 2010. It is the second-largest confectionery brand in the world, after Mars. Cadbury is internationally headquartered in Greater London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain's most successful exports.

<span class="mw-page-title-main">Ribena</span> Blackcurrant-based drink

Ribena is a brand of blackcurrant-based soft drink, and fruit drink concentrate designed to be mixed with water. It is available in bottles, cans and multi-packs. Originally of English origin, it was produced by the pharmaceutical company GlaxoSmithKline (GSK) until 2013, when the brand was sold to Japanese beverage conglomerate Suntory.

<span class="mw-page-title-main">Inca Kola</span> Soft drink

Inca Kola is a soft drink that was created in Peru in 1935 by British immigrant Joseph Robinson Lindley. The soda has a sweet, fruity flavor that somewhat resembles its main ingredient, lemon verbena. Americans compare its flavor to bubblegum or cream soda, and it is sometimes categorized as a champagne cola.

<span class="mw-page-title-main">Thums Up</span> Brand of cola in India

Thums Up is a brand of cola. It was introduced in 1977 to offset the withdrawal of The Coca-Cola Company from India. The brand was later bought by Coca-Cola who re-launched it in order to compete against Pepsi to capture the market.

<span class="mw-page-title-main">Tang (drink mix)</span> American drink mix brand

Tang is an American drink mix brand that was formulated by General Foods Corporation food scientist William A. Mitchell and chemist William Bruce James in 1957, and first marketed in powdered form in 1959. The Tang brand is currently owned in most countries by Mondelēz International, a North American company spun off from Kraft Foods in 2012. Kraft Heinz owns the Tang brand in North America.

<span class="mw-page-title-main">The Coca-Cola Company</span> American multinational beverage corporation

The Coca-Cola Company is an American multinational corporation founded in 1892. It manufactures, sells and markets soft drinks including Coca-Cola, other non-alcoholic beverage concentrates and syrups, and alcoholic beverages. Its stock is listed on the New York Stock Exchange and is a component of the DJIA and the S&P 500 and S&P 100 indexes.

Capri-Sun is a brand of juice concentrate–based drinks manufactured by the German company Wild and regional licensees. Rudolf Wild invented the drink in 1969 and introduced it in West Germany as Capri-Sonne. It is now sold in over 100 countries, with licensees including Kraft Foods in the United States and Coca-Cola Europacific Partners in parts of Europe. It is one of the most popular juice brands in the world; as of 2023, roughly 6 billion pouches are sold per year globally.

<span class="mw-page-title-main">PepsiCo</span> American multinational food and beverage corporation

PepsiCo, Inc. is an American multinational food, snack, and beverage corporation headquartered in Harrison, New York, in the hamlet of Purchase. PepsiCo's business encompasses all aspects of the food and beverage market. It oversees the manufacturing, distribution, and marketing of its products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc., PepsiCo has since expanded from its namesake product Pepsi Cola to an immensely diversified range of food and beverage brands. The largest and most recent acquisition was Pioneer Foods in 2020 for US$1.7 billion and prior to it was buying the Quaker Oats Company in 2001, which added the Gatorade brand to the Pepsi portfolio and Tropicana Products in 1998.

<span class="mw-page-title-main">Britannia Industries</span> Indian food and beverage company

Britannia Industries Limited is an Indian multinational food products company, which sells biscuits, breads and dairy products. Founded in 1892, it is one of India's oldest existing companies and currently part of the Wadia Group headed by Nusli Wadia. As of 2023, about 80% of its revenues came from biscuit products.

<span class="mw-page-title-main">Kraft Foods Inc.</span> Defunct American food and beverage company

Kraft Foods Inc. was a multinational confectionery, food and beverage conglomerate. It marketed many brands in more than 170 countries. Twelve of its brands annually earned more than $1 billion worldwide: Cadbury, Jacobs, Kraft, LU, Maxwell House, Milka, Nabisco, Oreo, Oscar Mayer, Philadelphia, Trident, and Tang. Forty of its brands were at least a century old.

<span class="mw-page-title-main">Ajegroup</span> Peruvian beverage multinational company

Ajegroup, commonly known as AJE, is a Peruvian multinational company dedicated to the manufacture, distribution and sale of alcoholic and non-alcoholic beverages. The company was founded by the Añaños-Jerí Family in 1988 in Ayacucho, Peru. It is known for its flagship products Kola Real and Big Cola.

Mahindra & Mahindra is an Indian automobile manufacturing company headquartered in Mumbai, Maharashtra. It was established in 1945 as Mahindra & Mohammed and later renamed Mahindra & Mahindra. Part of the Mahindra Group, M&M is one of the largest vehicle manufacturers by production in India. Its unit, Mahindra Tractors, is the largest manufacturer of tractors in the world by volume. It was ranked 17th on a list of top companies in India by Fortune India 500 in 2018. Its major competitors in the Indian vehicular market include Maruti Suzuki India and Tata Motors. Dr. Anish Shah is the current CEO and Managing Director of Mahindra & Mahindra.

<span class="mw-page-title-main">Bisleri</span> Indian bottled water company

Bisleri International is an Indian multinational company which is best known for the eponymous brand of bottled water. The company was started in the 1970s by Ramesh Chauhan, and sells bottled water and soft drinks.

<span class="mw-page-title-main">Kool-Aid</span> Flavored drink mix

Kool-Aid is an American brand of flavored drink mix owned by Kraft Heinz based in Chicago, Illinois. The powder form was created by Edwin Perkins in 1927 based upon a liquid concentrate named Fruit Smack.

<span class="mw-page-title-main">Duke and Sons</span> Defunct Indian manufacturer of soft drinks

Duke and Sons Pvt. Ltd was an Indian manufacturing company based in Bombay. Established in 1889, Duke produced and marketed soft drinks. It was originally owned by the Pandole family, a well-known Parsi business name. In 1994, the company was acquired by Pepsi, which relaunched the Duke's brand in 2011 through its Indian subsidiary.

<span class="mw-page-title-main">Sunfill</span> Brand of soft drink

Sunfill was a soft drink concentrate brand owned by Coca-Cola. Sunfill marked Coca-Cola's entry into the segment and was first launched in 2001 in India. Sunfill too did not do well, and was withdrawn from the Indian market in 2004, after it failed to break Rasna's monopoly in the segment. In 2011, Coke announced that Sunfill was being relaunched in India.

The DDB Mudra Group, a part of the DDB Worldwide Communications Group, is an advertising holding company. It was earlier known as Mudra Communications Limited and Mudra India. It also started Mudra Institute of Communications Ahmedabad which is considered India's first academic institution dedicated to communications and advertising studies. In 2011, Mudra group was acquired by Omnicom Group, subsequently rebranded as DDB Mudra group and merged with DDB Worldwide. As an advertising agency it is credited with handling successful campaigns of brands and products such as Castrol, Dabur, Future Group, Gulf Oil, and Volkswagen.

<span class="mw-page-title-main">Double Seven (soft drink)</span> Indian soft drink brand

Double Seven was an Indian soft drink brand. It was manufactured and marketed by the Indian government after Coca-Cola quit the Indian market in 1977 due to changes in government policies. Double Seven was launched at the annual trade fair at Pragati Maidan, New Delhi as a gift by the then ruling Janata Party.

<span class="mw-page-title-main">ITC Limited</span> Indian conglomerate

ITC Limited is an Indian conglomerate company, headquartered in Kolkata. It has a presence across six business segments, namely FMCG, hotels, agribusiness, information technology, paper products, and packaging. It generates a plurality of its revenue from tobacco products.

Areez Pirojshaw Khambatta was an Indian businessman and the founder of Rasna, a soft-drink concentrate company. He was posthumously awarded the Padma Shri in 2023.

References

  1. ↑ D'Souza, Kruti Shah, Alan (2009). Advertising and promotions: an IMC perspective. New Delhi: Tata McGraw-Hill. p. 600. ISBN   9780070080317.{{cite book}}: CS1 maint: multiple names: authors list (link)
  2. ↑ "Rasna plans to enter soft drink market". Rediff.com . 1 October 2004. Retrieved 11 March 2012.
  3. 1 2 3 4 "Rasna's journey: Moving from children's drink to keep its communication fresh and in-tune". The Economic Times . 13 April 2011. Archived from the original on 9 May 2013. Retrieved 11 March 2012.
  4. ↑ "Rasna's CSR trust ties up with US varsity for management courses". Business Line . Chennai. 18 March 2009. Retrieved 11 March 2012.
  5. 1 2 "Rasna to aggressively mine hinterland, sees 40% volume uptick". The Economic Times . 11 March 2012. Retrieved 11 March 2012.
  6. ↑ PTI (9 May 2021). "Covid derailed investment, expansion plans: Rasna". Telangana Today. Retrieved 25 July 2021.
  7. ↑ "Rasna Buzz marks brand's entry into non-alcoholic bar business". The Financial Express. 12 June 2019. Retrieved 25 July 2021.
  8. 1 2 "Rasna Plans Exports to US, UK, Africa". The Financial Express . Noida, Uttar Pradesh, India. 27 May 2004. Retrieved 12 March 2012.
  9. ↑ "Rasna to set up new facilities abroad". The Economic Times . Mumbai, India. 20 March 2008. Archived from the original on 27 May 2013. Retrieved 11 March 2012.
  10. ↑ Saxena, Rajan (2005). Marketing Management. Tata McGraw-Hill Education. p. 721. ISBN   007059953X.
  11. ↑ Haig, Matt (2005). Brand failures: the truth about the 100 biggest branding mistakes of all time . Kogan Page Publishers. pp.  55, 56. ISBN   0749444339.
  12. ↑ "Rasna turns a new leaf, adds juice to products". The Times of India . 22 January 2002. Retrieved 12 March 2012.
  13. ↑ "Rasna to enter health drinks segment". The Economic Times . 30 August 2010. Archived from the original on 3 January 2013. Retrieved 12 March 2012.
  14. ↑ "Piruz Khambatta's daughter to say, I love you Rasna!". Daily News and Analysis . 27 February 2012. Retrieved 11 March 2012.
  15. ↑ Baisya, Rajat Kanti (2008). Changing face of processed food industry in India. New Delhi: Ane Books India. p. 31. ISBN   9788180521669.
  16. ↑ Davila, Tony; Epstein, Marc J.; Shelton, Robert, eds. (2007). The Creative Enterprise: Strategy. Westport, Conn. [u.a.]: Praeger. p. 125. ISBN   9780275986865.
  17. ↑ "Celebs 'ad' glamour to Gujarat brands". The Times of India . 21 February 2012. Archived from the original on 13 June 2013. Retrieved 11 March 2012.
  18. ↑ "Akshay Kumar signed as brand ambassador of Rasna". 9 March 2015.
  19. ↑ "'World's biggest glass' unveiled". The Times of India . 29 May 2009. Archived from the original on 1 April 2012. Retrieved 12 March 2012.
  20. ↑ "Rasna carnival under way". The Hindu . 29 May 2009. Retrieved 12 March 2012.
  21. ↑ "Kraft Foods' Tang Plant Up For Sale". The Financial Express . 22 March 2003. Retrieved 12 March 2012.
  22. ↑ "Cadbury to make Tang in India". Business Line . Chennai. 18 November 2010. Retrieved 12 March 2012.
  23. ↑ "HLL Drops Plan To Sell Rex, Brown & Polson Brands". The Financial Express . 1 August 2003. Retrieved 12 March 2012.
  24. ↑ "Rasna in outsourcing talks with Carrefour". The Economic Times . 16 November 2006. Retrieved 12 March 2012.
  25. ↑ "Coca-Cola introduces powdered concentrate". The Hindu . 22 November 2001. Retrieved 12 March 2012.
  26. ↑ "Sunfill on backburner, Vanilla Coke moves slowly". The Financial Express . 23 November 2004. Retrieved 12 March 2012.
  27. ↑ "New players eyeing Rs 300 cr powdered beverage market". FNBNews.com. 25 April 2011. Retrieved 12 March 2012.
This page is based on this Wikipedia article
Text is available under the CC BY-SA 4.0 license; additional terms may apply.
Images, videos and audio are available under their respective licenses.