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Rasna to tap new markets

28-May-2004
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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.

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