Financial Daily from THE HINDU group of publications
Wednesday, Oct 08, 2003
Financial Daily from THE HINDU group of publications Wednesday, Oct 08, 2003 |
|
|
|
|
|
Marketing
-
New Products & Services Rasna enters milk additive market with Shake Up Our Bureau
Mr Priruz Khambatta, CMD, Rasna Pvt. Ltd. at the launch of a new product in the Capital on Tuesday. -- Ramesh Sharma
New Delhi , Oct. 7 THE Rs 225-crore privately-held Rasna Pvt Ltd on Tuesday announced its entry into the milkshake mixes category with its new brand, Rasna Shake Up. Addressing the media at the launch, the Rasna Pvt Ltd's Chairman and Managing Director, Mr Piruz Khambatta, said that the company had spent Rs 2 crore on research and development for Rasna Shake Up. Mr Khambatta also revealed that Rasna was working on plans to launch a soft drink beverage product, in new flavours, next summer. He, however, declined to give details of the product. The company has projected sales of Rs 100 crore with Shake Up in its first full year of launch, which by volume translates to 40 crore glasses. According to him, 50 per cent of this will be accounted for by the existing milk food drink consuming market, while the remaining 50 per cent will be accounted for by new users. According to industry estimates, the milk food drinks market is estimated at about Rs 1,000 crore, and households using milk additives account for 20 per cent of the overall milk-consuming households. Significant brands in this category include Complan, Horlicks, Milo and Bournvita. Rasna Shake Up has been positioned as a pre-sweetened powder with calcium, protein, vitamin, fruit powder and cocoa powder. The product has been introduced in three flavours - chocolate, mango and strawberry. The product is being made available in single-serve sachets priced at Rs 3, and six-glass packs priced at Rs 15. The soft drink concentrate market is estimated at roughly Rs 250-crore, and Rasna leads this market with a 90 per cent share. The company plans to initiate a nationwide multimedia and school campaign to promote Shake Up.
Article E-Mail :: Comment :: Syndication
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | Business Line | The Sportstar | Frontline | The Hindu eBooks | Home |
Copyright © 2003, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|