Rasna, which became a household name in the 80s and 90s and is still ruling the pre-mix market, is now looking at overseas franchise arrangements for manufacturing abroad. As part of the arrangement, the franchisee would invest in the plant and machinery and it would also take care of day-to-day operations. Rasna would supply the pre-mix, technical know-how and some financial support.
Rasna has recently launched its ready-to-drink fruit concentrate named Fruitplus. This concentrate gets dissolved within 5 seconds and offers greater nutritional value of fruits. Fruitplus was launched in four flavours -- orange, lemon, mango and pineapple, which will be available in bottled packs as well as in pouches. The sachets have been priced at Rs 3 each per glass & will fill the gap of lower price fruit drinks. Rasna is banking on the price factor to enter the market.
The Rs 250 crore (Rs 2.5 billion) Rasna Private Ltd has signed film actor Hrithik Roshan as its brand ambassador for the current season.
Buoyed by growth in the cola drink segment, Rasna on Thursday announced Rs 10 crore (Rs 100 million) investment in setting up two more plants for manufacturing the cola product.
Instant noodle from Nestle is not the first food brand in India to have faced a tough time though
Rasna was the ubiquitous soft drink served at home and large gatherings from the late-70s to the early-90s.
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