Rasna, claiming 90 per cent share in the concentrated drinks and instant powder category in the country today stormed into the ready-to-drink beverage segment with the launch of Rasna Ju-C in Chandigarh and in Punjab market.
Arshad Siddiqui, CEO and President, Rasna Beverages Division said here today that the company was aiming at a turnover of Rs 500 crore from the new division in next five years. Rasna Beverages Division is the new division that will operate as an independent business unit. He informed that the juice market was growing at the rate of 25 per cent and the Rs 5000 crore market has huge potential for growth. He said that Rasna was targeting miniscule Rs 35 crore from north in the year of launch and was sure to surpass the target in view of credibility of the company.
He said that the shelf life of the ready to drink beverages would be six to nine months. He disclosed that the company would launch new beverages during November to tap up the winter market when there is some dip in sale of juices. He said that 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 schools, college campuses and university locations, convenience stores, mom and pop stores including entertainment venues. Ju-C will be available across the city in four flavours - mango, apple, orange and mixed.
The beverage will be available in a very convenient and preferred format – 250 ml bottle – priced at Rs 18 while the 1-litre bottle is priced at Rs.65 for mango and Rs. 75 for apple, orange and mixed. He agreed that the price had been kept at a lower brand to position Rasna Ju-C in favourable position vis-à-vis PepsiCo’s Tropicana.
Arshad Siddiqui added, “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. The Indian beverage industry is at the cusp of a revolution, fuelled by changing lifestyles, a growing middle class, rapid urbanization and increased disposable income.” He claimed that in Delhi and NCR where the new product has been launched, it has proved to be an instant hit and people are lapping it up.