MAM
Rasna’s most trusted beverage brand: ORG Marg survey
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.
Brands
Safex Group appoints Richa Malhotra as group chief financial officer
Former Standard Chartered executive to steer finance
NEW DELHI: Safex Chemicals has appointed Richa Malhotra as group chief financial officer, strengthening its leadership team as the company prepares for the next phase of expansion in specialty chemicals and global agrochemicals.
In her new role, Malhotra will lead the group’s financial strategy, capital architecture and governance framework as Safex scales operations across multiple verticals including branded formulations, specialty chemicals and contract manufacturing.
A chartered accountant and graduate of Shri Ram College of Commerce, University of Delhi, Malhotra brings more than two decades of experience in business finance, strategic planning, corporate banking and client management.
Before joining Safex, she served as executive director, financial markets at Standard Chartered, where she led teams across India and Sri Lanka and worked closely with large corporates, global subsidiaries and commercial banking clients. Her expertise includes capital structuring, treasury operations, risk management and financial markets led financing solutions.
Safex Group promoter director and joint managing director Piyush Jindal, said the appointment comes at a pivotal time for the company. “Safex stands at an inflection point as we build an integrated platform across branded formulations, specialty chemicals and contract manufacturing. Richa’s experience across global financial institutions will strengthen our financial discipline and help unlock value across the group,” he said.
Malhotra said she was looking forward to contributing to the company’s next chapter of growth. “Safex has built a strong reputation over 35 years with its focus on integrity, innovation and agricultural insight. I am excited to be part of the organisation as it expands its footprint in India and global markets,” she said.
The appointment comes as Safex continues to strengthen its financial foundations and scale operations internationally, positioning itself for future growth milestones.
