Top Story


Home >> Marketing >> Article

Rasna to tap new markets

Font Size   16
Rasna to tap new markets

Rasna Pvt Ltd, the Ahmedabad-based soft drinks company, plans to explore newer markets this summer.

The Rs 225-crore company hopes to tap emerging consumer segments with superior products, innovative packaging and a wide distribution network.

Rasna is currently the leading player in the soft drinks concentrate market, accounting for an overwhelming part of the total volume, according to company sources. Given the size and nature of the Indian market, Rasna is one of the world's top selling soft drinks concentrates. The company is now aiming higher and hopes to sustain its performance through better brand recall.

Rasna has several offices, which cater to the important regional markets. It relies on an efficient distribution mechanism comprising a sizeable number of direct and indirect retailers, said sources. The idea is to establish distribution systems similar to those followed by major FMCG outfits operating in India - domestic or otherwise.

Rasna, which has establishments in the US, the Middle East (Dubai) and Bangladesh, has a large network of sales personnel, warehouses and stockists serving the domestic market. It has a production facility in the UAE as well. The company hopes to shore up its export performance. Currently, its products are sent to over 40 countries.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.