Top Story

e4m_logo.png

Home >> Marketing >> Article

Rasna, ITC Foods eye bigger bite overseas

12-October-2004
Font Size   16
Rasna, ITC Foods eye bigger bite overseas

Even as Rasna Pvt Ltd is planning to introduce its ethnic foods range in the ready-to-eat (RTE) category in France, ITC Ltd Foods Division is gearing up to export its flagship brand ‘Kitchens of India’ to the US and UK in the next few months. Competition seems to be hotting up in the ready-to-eat food category.

For starters, ITC Foods is chalking out an ambitious gameplan to gain a competitive edge in this overcrowded RTE category. On the company’s plans, says ITC Foods divisional chief executive Ravi Naware: “We are developing a new gameplan to retain our leadership in this category. RTE is growing fast in India—at about 35% a year.”

Incidentally, the company is getting ready to export the entire range of its RTE brand Kitchens Of India to the US and UK soon. Mr Naware was, however, reluctant to divulge further details on the company’s new initiatives. In the RTE segment, Kitchens Of India is positioned as a premium range of canned ready-to-eat Indian food.

Meanwhile, Rasna Ltd is getting ready to launch the entire range of its ‘ethnic foods’ in France next week. Says Rasna Pvt Ltd chairman & managing director Piruz Khambatta: “Our ethnic foods range is specially crafted for NRIs. We are exporting our product to countries which include Australia, Singapore and the US. Now, we are taking it to France.”

Rasna’s ‘ethnic foods’ range includes curry pastes, pickles and fruit syrups among others.

A few months ago, Rasna was planning to foray into the ‘ready-to-drink’ segment in India. However, the company has now put these plans on hold for a while. “Our main focus will be on ‘soft drink powder concentrates’ for some time. We have put our plans for the ETD segment on the backburner for the time being,” says Mr Khambatta.

According to Mr Khambatta, Rasna has no plans to launch its ethnic foods range in India. Also, the company is not planning to enter the iced tea segment like other soft drink majors in the country.

“In 1992, I saw how lead players struggled to promote their RTE brands like Chicken Paste. In India, our main focus is mass market products like Rasna soft drink concentrates,” he adds.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube