Rasna eyes snacks foray

Rasna, one of the leaders in the soft drink concentrate category, is looking at entering the ready-to-drink and instant snacks segments by 2009.

by exchange4media Staff
Published - Apr 17, 2008 8:56 AM Updated: Apr 17, 2008 8:56 AM
Rasna eyes snacks foray

Rasna, one of the leaders in the soft drink concentrate category, is looking at entering the ready-to-drink and instant snacks segments by 2009.

Addressing a press conference, Subhasish Guha, president and CEO of Rasna, said, “We are entering various segments in an attempt to grow our business.”

Rasna is currently test marketing ‘Toink’, its snack brand in Delhi. Depending on its success, it will be rolled out nationally.

The company is also planning to enter the ready-to-drink category by 2009. It plans to launch both fruit-based and non-fruit energy drinks.

Currently, Rasna has close to 97 per cent share in the Rs 300 crore soft drink concentrate market in India. Other players include Tang, Sugar Free, Kissan Mr Fruit, among others.

The ready-to-drink category is currently estimated at Rs 900 crore, which also includes juices.

Rasna is also scouting for joint venture (JV) partners for manufacturing and bottling Rasna products, which the latter will sell under its own brand name.

Currently, Rasna has eight manufacturing plants in India.

Rasna is also planning to set up around 100 branded outlets in India by 2010.

Currently, it has launched four 40 sq ft outlets in Ahmedabad, christened Devil's Workshop.

These run on the franchisee model and sell all 11 Rasna products available in India right now.

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