MAM
Rasna to spend up to Rs 50 millon over next three months to market its new Ju-C beverage range
NEW DELHI: Rasna, which has entered the market of fruit beverages, will spend Rs 40-50 million over the next two months to publicise its new category of bottled fruit beverages.
Beverage division president and CEO Arshad Siddiqui, told indiantelevision.com that the current emphasis will be on out-of-home, activation, and social media.
Television commercials and radio spots will form the second part of the campaign, he said. The campaign begins from 1 May.
He stressed the promotion will revolve around ‘experiential marketing‘, speaking on the sidelines of a press meet to announce the launch of the new ‘Rasna Ju-C‘, four fruit drinks, as part of the beverage division.
He said in answer to a question that the consumer was very smart today, and therefore the publicity by rival brands that their beverages contain real fruit will not make any difference.
He said Rasna had remained the market leading in this segment and had captured 93 per cent of the market, despite the fact that it was a private company against multi-nationals operating in the field.
The beverage was launched by actor Karisma Kapoor, who had been brand ambassador for Rasna around ten years earlier.
Asked why she had not been asked to be the brand ambassador now that she was a mother, he said there was always a possibility that she may come back.
For the present, the new Rasna girl is Avan Khambatta, daughter of chairman Piruz Khambatta.
Earlier during the press meet, Piruz Khambatta said Rasna had done over six hundred commercials over the past few years starring some of the biggest stars of Bollywood.
Ju-C is designed to facilitate the rapid expansion of Rasna‘s presence in 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 storesincluding entertainment venues. The new range is expected to leave consumers wanting for more.
Brands
Jubilant FoodWorks faces Rs 47.5 crore GST demand, plans appeal
Tax authorities flag alleged misclassification of restaurant services
MUMBAI:Â Jubilant FoodWorks Limited has landed in a tax tussle after receiving a GST demand of Rs 47.5 crore from the office of the additional commissioner of CGST and central excise in Thane, Maharashtra.
The order, issued under the provisions of the Central Goods and Services Tax Act, 2017, relates to an alleged incorrect classification of certain services under the category of restaurant services. According to the tax authorities, this classification resulted in a short payment of goods and services tax for the period between the financial years 2019-20 and 2021-22.
The demand includes Rs 47.5 crore in GST along with an equal amount as penalty, in addition to applicable interest. The order was received by the company on March 13, 2026.
In a regulatory filing to the BSE Limited and the National Stock Exchange of India Limited, the company said it disagrees with the order and believes its arguments were not adequately considered.
The company is preparing to challenge the decision and plans to file an appeal. It added that once the redressal process is complete, the demand is likely to be dropped.
Despite the sizeable figure attached to the notice, the company said it does not expect any material impact on its financials, operations or other activities.
The disclosure was signed by Suman Hegde, EVP and chief financial officer, who confirmed that the company received the order at 19:06 IST on March 13 and has already initiated steps to contest it.
The development places the quick service restaurant major in the middle of a tax debate that could hinge on how certain restaurant-linked services are classified under GST rules. For now, the company appears ready to take the matter from the tax office to the appeals desk.
