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Our Bureau

Chennai, Oct. 12

Tropical Breeze, Island Spice, April Lady. They are not hot musical numbers from Janet Jackson. They are some of the "signature mocktail" recipes recommended by Rasna, market leader in the soft drink concentrate segment. "The mocktails are in line with the company's evolving marketing strategy targeting youth," says Mr Rajan Vazirani, General Manager (Sales), Rasna Pvt Ltd.

The company launched its range of juices under the brand name Rasna Juc-fit in the market last year. According to Mr Vazirani, the Rs 1,700-crore juice market is growing at 30 to 40 per cent now. "We are number three in the market after Real (from Dabur) and Tropicana (from Pepsi), and are growing at 5 per cent," he says.

According to him, the company is in exclusive tie-up with Café Coffee Day to vend the mocktails. "With this, Rasna sets the mood for the festival season ahead. The recipe book will be given away as complimentary with every one litre pack of Juce-fit," he said.

The company's products are available at over 17 lakh outlets across the country. It has also tied up with Sahara Airlines and Indian Railways to serve the drink on board, he said.

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