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Sravanthi Challapalli

Chennai , April 6

Rasna has launched an ad campaign for its new drink, Rasna Juc-Fit. This is part of an aggressive 360-degree marketing strategy that has the company hiking marketing spends by 15 per cent compared with the previous fiscal, Mr Aurobindo Mohanty, Vice-President (Marketing), Rasna.

Speaking to Business Line, Mr Mohanty said the ad campaign marked a shift in Rasna's strategy — it targets the family rather than just the children or adults as in previous advertising as it seeks to reach out to a larger audience.

Juc-Fit, which saw a soft launch in October 2005, will compete with Tropicana, Dabur and other players in the Rs 250-crore ready-to-drink fruit juice market and in the larger, Rs 600-crore fruit-based drinks market. With a 95 per cent share in the dilutable/soft drinks concentrate market, it was only a matter of time before the company entered these categories; as Mr Mohanty says, "We were waiting for the right product and the right time, considering we wanted to get the price right."

Juc-Fit will be available in orange, mango and pineapple flavours at Rs 50 for a 1-litre pack and Rs 10 for a 200 ml pack. The litchi juice is priced Rs 60 for a 1-litre pack. The prices are lower compared to its competitors, offering "a very good product at a competitive price," says Mr Mohanty. Rasna is completing the national roll-out only now. "We have restricted the launch to modern stores and A-class outlets, essentially SECs A and B," said Mr Mohanty, adding that with this product, the company had a range catering to a variety of customers.

The company's soft drink concentrates span all customer classes from SEC A-D, he said.

Rasna hopes to leverage the health angle with Juc-Fit. Mr Mohanty says Juc-Fit was named so to convey its benefits - it is claimed to be the country's only drink with the 100 per cent recommended daily allowance of Vitamin A, C and E in addition to vital minerals and calcium.

The company also plans to set up a Rs 13-crore packaging unit in New Delhi for the new product.

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