From a single product company, Ahmedabad-based Rasna Private Limited has grown into a multi-product company in just four years. The company is further strengthening its position by going in for aggressive marketing and promotional activities this summer.
Rajesh Mehta, General Manager-Marketing, said, "The focus of brand communication for Rasna this summer is health and fitness and we aim to increase our consumer base with new products and consolidate our position as the market leader with 93 per cent share of the soft drink concentrates market."
Apart from signing Bollywood icon Hrithik Roshan as its new brand ambassador, the company has some major promotional activities lined up to create excitement around the brand this season. To begin with, Rasna has announced its cross promotion with Hungama TV titled 'Full Toss'. As part of this activity, Rasna will organise road shows, interactive games, and sponsor gifts. The activity will conclude with a ground event in form of a cricket tournament organised in 11 cities across the country.
Rasna has further expanded its product portfolio with the launch of 'Rasna Ghar ka' range in jaljira, aampanna and nimbupaani flavours that work as a traditional coolant with therapeutic values. The satchets are competitively priced at 50 paise to Re 1, and are aimed at both children and adults.
In addition to brand building, the company is strengthening its distribution network by increasing the availability of its products to 20 lakh outlets by the end of the year, up from around lakh outlets currently. The company also plans to penetrate the rural market further through special rural vans covering over 3,000 potential routes in 16 states. It will also employ an additional 500 cycle salesmen.
"Households are becoming multi-brand and each brand is fighting to maximise its share. So, in addition to top-of-mind recall, price point and product delivery, distribution also plays a vital role in reaching our target consumers," Mehta said.
The company is targeting at increasing the number of Rasna vending machines to 500. The machines will offer variants of JucUp in five flavours and Rasna ShakeUp in three flavours. Also in the offing will be Insta cardamom tea and coffee. Lemon iced tea and cold coffee will follow soon. The company has also got permission to set up Rasna kiosks in every state transport bus stand in Rajasthan.
The company's turnover increased to Rs 275 crore in fiscal 2004-05, up from Rs 250 crore in 2003-04.