Comments
Rasna, manufacturer of instant fruit-based concentrates, plans to increase its overseas footprint by expanding in East Africa and South America.
The company is in talks with South American governments to gain market entry and joint venture partners in Africa to improve the distribution network. The company exports to 53 countries, including Africa, West Asia, Singapore and Bangladesh. Exports account for about 30 per cent of total revenue and is growing at 15-17 per cent every year.
In Africa, which accounts for a fourth of Rasna’s exports, Piruz Khambatta, Chairman and Managing Director, said, “Though we have the right product, distribution is a major challenge. We are working with some joint venture partners in Africa to address this.”
In addition, the company is working on introducing ethnic variety products in the US and Europe, such as jaljeera.
Khambatta said the company planned to launch natural products in India.
Rasna has an 80 per cent market share in the ₹800-crore cold fruit juice market and is growing at 10 per cent in urban areas and 15 per cent in rural. It will invest ₹30 crore in brand building.
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.