The Hindu Business Line : Rasna plans retail foray

Bangalore, March 19 Rasna, which makes soft drink concentrates, is set to open manufacturing plants abroad and launch its own retail chain in the country.

Rasna’s Chairman and Managing Director, Mr Piruz Khambatta, told Business Line on the sidelines of the launch of a fruit drink, Fruitplus, that the company has already signed an agreement with a firm in West Asia to use its facility for making soft drink concentrate. Rasna plans to set up more manufacturing plants abroad to widen its network there. Nearly 35 per cent of Rasna’s sales are from exports.

Mr Khambatta said setting up manufacturing plants in other countries will help the company to know those markets better instead of exporting products from India. “It will be a good learning experience for us and will help us to customise our products for those markets,” he said.

He said Rasna is also looking at setting up branded retail stores under the shop-in-shop concept. “I think we need to cut out the middlemen and reach out to customers directly. Such concepts will help us achieve our goal,” he said.

Rasna has about 93 per cent of the Rs 350-crore market and now wants to launch products which are brand extensions such as flavoured tea and coffee powders and even launch products in the food and beverage categories, which are not part of the Rasna branded portfolio.

Rasna exports concentrates worth over Rs 200 crore to about 40 countries from its seven factories in the country.

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