MUMBAI: Its the largest selling soft drink concentrate in India, or so says AC Nielson ORG-MARG survey. According to the survey, Rasna is currently commanding 90 per cent volume share of the Soft Drink Concentrate (SDC) category and is also the top brand in consumer confidence.
Voted as the most trusted brand in the beverages category, above majors including Pepsi, Coca Cola and Horlicks, Rasna has also been declared as the number 15 most trusted brand in the country. The brand has raised four places from last year.
Domestic brands usually battle for recognition on equal terms with global brands. But in the case of Rasna Private Limited, the Most Trusted Brands Survey 2003 proves otherwise, says a company release.
According to Rasna, chairman and managing director, Piruz Khambatta, "We have always strived to provide the best quality and value for money products to our consumers and it is heartening to see that we have succeeded in earning their trust and loyalty. Having risen four places from last year to being the 15th most trusted brand in the country, Rasna aims to enhance its efforts to further increase customer satisfaction. Our goal is to have the soliloquy 'I love you Rasna' on the lips of a billion satisfied Indians."
The excellence of the products is a quality products to suit every socio-economic segment and a widespread distribution network comprising over 11 lakh outlets, say the release. Rasna's consumption has increased to two billion glasses per year and its products are available in six million households in the country. T
Recently Rasna has also launched products in SDC like 'Rasna', 'Rasna Juc-up' and 'Rasna Utsav'and milk additive categories 'Rasna Shake-up'. Rasna embarked on a unique initiative to expand the SDC market with its extremely affordable product 'Rasna Ek ka Do', a two glass soft drink sachet priced at Rs 1, which had popularised it in rural and semi-rural markets. The company has also laid out an extensive retail strategy to make this product available in the remotest corners of the country.
The single biggest attempt by an Indian company to grow the market has resulted in a significant expansion of the category with a 65.9 per cent increase in the rural and 25.4 per cent increase in the urban market.
'Rasna Shake Up' is available not only to the SEC A and B but also lower income households because of very competitive pricing and an extensive distribution network.
