Financial Daily from THE HINDU group of publications
Tuesday, Oct 11, 2005
Financial Daily from THE HINDU group of publications Tuesday, Oct 11, 2005 |
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Marketing
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New Products & Services Rasna launches health drink Our Bureau
Mr Rajan C. Vazirani, General Manager-Sales, Rasna Pvt Ltd, with brand ambassador Anuj Pandit at a press conference in Mumbai on Monday. — Shashi Ashiwal
Chennai , Oct. 10 RASNA'S new product, a fruit-juice based health drink called Juc Fit, will focus on health and affordability, according to Mr Aurobindo Mohanty, Vice-President - Marketing, Rasna. Speaking at the launch of the fruit juice, Mr Mohanty said that affordability is one thing that Rasna has always been known for, offering juices for as low as 50 paise per glass. The Rasna Juc Fit's one-litre Tetrapack costs Rs 45, while the 200 ml pack costs Rs 10. He added that it is the first product in the country with a 100 per cent Recommended Daily Allowance (RDA) of seven essential vitamins and minerals. Mr Mohanty said that the fruit juice would aim at the middle and lower-income group. "There has been a shift in lifestyle and the aspirations of the lower-income group have gone up," he said. "As a result, there is a market for an affordable fruit juice such as this one." Rasna will look to exploit this market by employing a 360-degree advertising campaign through television, radio, Internet and mobile phones. Mr Mohanty said that with people becoming increasingly fitness conscious, the demand for a health drink is increasing. "The fruit juice market is a highly competitive one," he said. "But we hope to be the market leaders eventually with this product." Rasna already has a 97 per cent share in the soft drink concentrate market, and has seven regional offices and a distribution network of 17 lakh retailers, according to the press release issued by the firm. Rasna Juc Fit is available in orange, mango and mixed fruit flavours.
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