Rasna enters ready-to-drink beverage segment with Ju-C

By Shruti Chakraborty

Rasna, the leader in the concentrated drinks category, entered into the ready-to-drink beverage segment with the launch of its new offering Rasna Ju-C to its strong powder concentrate portfolio. A large bottle of the new ‘Rasna Ju-C’ was unveiled in the national capital by Rasna girl and the daughter of Chairman Piruz Khambatta, Avan Khambatta and Bollywood actor, Karisma Kapoor, earlier this week.

Piruz Khambatta, CMD, Rasna had told Entrepreneur magazine in March that “Currently, 300 crore glasses of Rasna are consumed in a year in India. We are highly preferred as a home brand, but outside consumption has been a challenge.” He had further added that the company has been working on launching products for outdoor consumption and that it will then directly compete with ready-to-consume fruit juices and soft drinks.

Ju-C is designed to facilitate the rapid expansion of Rasna’s presence into venues where healthier, quick serve options have become an essential component of the menu offering, such as K-12 schools, college campuses &university locations, convenience stores, mom and pop stores including entertainment venues. Ju-C will be available across the country in four flavours (Mango, Apple, Orange and Mixed). The beverage will be available in a - 250 ml bottle format - priced at Rs 18; and the 1-litre bottle format, priced at Rs.65 for Mango and Rs. 75 for Apple, Orange & Mixed.

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[caption id=“attachment_746481” align=“alignleft” width=“380”] Ju-C will be available across the country in four flavours (Mango, Apple, Orange and Mixed).[/caption]

Khambatta said, “Rasna has come a long way in the soft beverage category ever since it was started several decades ago. Not only has the company understood the requirements of the Indian consumer, it has, at all times made efforts to offer the best possible value proposition in keeping with the Indian mindset of ‘value for money’. Rasna Ju-C is a brand new and innovative addition to our existing portfolio and is sure to fulfill the need gaps for consumers.”

He further said that the Rasna Ju-C and all ready to drink fruit beverage will be launched from their new division- Rasna Beverages Division. This division will operate as an independent business unit, based out of Delhi headed by President and CEO Arshad Siddiqui. Complete dedicated sales, marketing, operation and quality control teams are already in place for the unit.

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Siddiqui, CEO & President, Rasna Beverages Division says, “There is an increasing trend of consumers making healthy choices in their food consumption. Rasna Ju-C juices are being introduced on the platform of tastier, healthier and fun. This is a differentiated proposition which we believe will help to garner larger market share.”

Khambatta, also says, “The Indian beverage industry is at the cusp of a revolution, fuelled by changing lifestyles, a growing middle class, rapid urbanisation and increased disposable income. Our philosophy is simple – innovate and be a leader on the product platform.”

Shruti Chakrabortywrites for Entrepreneur magazine.