Soft drink concentrate major Rasna has ventured into the fruit juices market with Juc Fit. The new product has been positioned to fill the need gap for a ‘healthy’ and ‘affordable’ fruit juice, and will be priced at Rs 45 per litre. The 200 ml pack is priced at Rs 10. The current offerings in the market are priced at Rs 12 to Rs 15 for the 200 ml pack and Rs 60 to Rs 65 for the one-litre pack.
Speaking to reporters at the launch, Aurobindo Mohanty, VP (Marketing), Rasna Pvt Ltd, said, “Health is something a majority of Indians have woken up to. Fruit juice is one category that has benefited because of this trend. Pricing, however, has been a constraint. We needed to give them the best fruit juice product at a price they can afford.”
The market for fruit juices is estimated at Rs 500 crore. Rasna is entering the market with three flavours – mango, orange and mixed fruit. Promotions will be on through a 360-degree campaign, scheduled to break in a fortnight of completion of the rollout of Juc Fit. The rollout is currently in progress.
“What we are going to do is different from the traditional path of promotions. There are various other opportunities that have opened up now, and we will look to engage customers at all touch points in promoting Juc Fit,” Mohanty said.
He explained that the entire gamut of communications, from TVCs to press, radio, mobile, the Internet, point of sale, hoardings and kiosks would be explored for promoting the new range, but stopped short of specifying the budget allocated for the campaign. Actor Hrithik Roshan, who endorses Rasna’s Cola Cola drink, will also endorse Juc Fit and be part of the print campaign.
On targets for the Juc Fit, Mohanty said, “The whole objective is to reach as many homes as possible. We are confident that in a short span of time, we will become the market leaders in this category also.”
Rasna sells a consolidated two billion glasses every year through 17 lakh retail outlets across the country. Its volume share in the concentrate segment is 97 per cent and in the ‘dilutable’ category is 85 per cent.