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After being in the powder concentrate business for years, Rasna has forayed into the ready-to-drink category. The company said it has carved a separate beverages division to give a fillip to the category.
Rasna is also mulling to introduce a slew of products, including flavoured water and energy drinks, to stay ahead of competition.
Rasna Chairman and Managing Director Piruz Khambatta said the company may also look at setting up its own manufacturing facility for the ready-to-drink category. “We have contract manufacturing arrangement for juices. In the next six months, we plan to come up with our own plant at an investment of around Rs 50-60 crore,” Khambatta said.
Rasna Ju-C has been launched in four flavours -- mango, apple, orange and mixed. The juices would be available in one litre and 250 ml PET bottles priced at Rs 75 and Rs 18, respectively.
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