 Rasna launches Signature Mocktails
Adding yet another first to its credit, Rasna Pvt Ltd, the leader of the Indian soft drink concentrate market (SDC) with 97 per cent share, launched in Chennai its first assortment of 'Rasna Signature
Mocktails'.
The five Rasna mocktails, featuring Juc-fit as the key ingredient, were unveiled by Sunita, a Chennai-based bartender, interspersed with fire-eating feats. Present on the occasion was Rajan Vazirani, general manager (Sales Division), Rasna Pvt Ltd.
Rasna's Signature Mocktails include 'Rasna Summer Surprise', 'Lychee Cooler', 'Mango Chill Thrill', 'Rasna Big Blue Float', 'Rasna Mint n Lime' to name a few. Rasna sets the mood for the festivities this season with its new offer that entails giving out the recipe book, 'Rasna Signature Mocktails', complimentary with one litre packs of Juc-fit - orange, mango, litchi or pineapple.
Rajan Vazirani said, "At Rasna, we are constantly working on brand evolution. The new strategy adopted by us includes targeting the youth of today. Keeping with this strategy, we strongly believe that our Rasna Signature Mocktails will help build a recall with this audience."
He added, "Rasna's Juc-fit has been appreciated across all age groups for its quality, taste and as a healthy beverage option. Our Signature Mocktails add variety and the requisite twist to reach out to today's gym-going and calorie conscious youth."
Rasna Pvt Ltd, the Rs 275 crore, Ahmedabad-based company, has made Rasna into one of the most recognised brands in India. Rasna virtually created the soft drink concentrate market and now is the leader in this category with almost a 97 per cent volume share, making Rasna one of the world's largest selling soft drink concentrates.
In the juices category, Rasna occupies the third spot as it had only recently entered this market, with a 4.5 per cent market share. The juices market was expected to be around Rs 1,700 crore including the tetrapack segment, said T Rajendran, Regional Business Head,
Rasna.
R Rangaraj
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