Rasna to set up 2 factories, expand exports to West Asia

Our Bureau Chennai | Updated on January 24, 2018 Published on February 19, 2015

Piruz Khambatta, CMD, Rasna   -  Bijoy Ghosh

Unveils new TV commercial

Fruit drink concentrate maker Rasna is setting up two more factories in the next six months mainly for exports targeting West Asia where it has a large market base, according to the company’s Chairman and Managing Director, Piruz Khambatta.

The locations of the two plants have not been finalised but will be closer to fruit producing centres, he told newspersons, unveiling new television commercials featuring actor Akshay Kumar.

Rasna, a leader in the concentrated drinks category, has nine plants producing annually 500 crore glasses of drinks. Of this, 60 per cent is for domestic market.

The new factories will be mostly for orange-based drinks and add another 200 crore glasses to the production, he said.

The company is growing at 20-25 per cent annually, and will continue to grow in that range, he said without giving any financial numbers.

Khambatta said Rasna plans to enter the fruit product by July. It would be in the child and health category.

Brand ambassador

Rasna has roped in Akshay Kumar as brand ambassador. It kicked-off its 2015 campaign with a television commercial featuring Akshay Kumar and the Rasna girl Avan Khambatta (daughter of Piruz Khambatta).

The new commercial, which went on air in Tamil Nadu and Kerala today, will continue with ‘I love you Rasna’ tagline, which has been attached to the brand since 1987, he said.

The company will be launching three special promotions to kick-off the early summer – a 500-ml sports bottle worth ₹50 free with Rasna 500 gm fruit plus pack, a one-litre super sipper worth ₹75 with three-litre packs Rasna fruit plus and jug worth ₹100 free with three Rasna fruit fun packs, he said.

Akshay Kumar’s image as a health conscious, fighting-fit actor who connects well with the audience across income levels, is well placed to resonate with the target group of Rasna that is across all age groups, he said.

On selecting Chennai for the new launch, Khambatta said Tamil Nadu is the largest orange drink consuming State for Rasna.

Published on February 19, 2015
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