Rasna Limited aims at reaching out to one billion Indian homes every year and plans to increase the per capita consumption to 100 glasses from the present 15 by 2005. The company's long-term corporate strategy has been recast with the Rasna leaf, song and the reinvented Utsav brand.
The various elements of the leaf logo portray freshness, naturalness, health, youth, dynamism, taste and appetite. The concept central to this makeover is Relish a Gain, which symbolises its health benefits and its thirst-quenching quality.
Rasna's new retail strategy aims at mass visibility, affordability, proximity and availability across the country.
Source: Business Line