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Rasna, one of India's most iconic beverage brands, is on a mission to blend emotional connect with strategic infrastructure investments to drive substantial growth. This approach is particularly evident in the company's plans for the financial year 2025-26, where it aims to achieve a robust 30% growth. Rasna's Chairman, Piruz Khambatta, has outlined a multifaceted strategy that focuses on expanding into quick commerce, enhancing urban market presence, boosting exports, and introducing innovative products.
Emotional branding has become a crucial element in the consumer goods industry, as it fosters loyalty and engagement. Rasna has positioned itself as a family-oriented brand that brings people together with its refreshing beverages. By highlighting the family aspect, Rasna taps into the emotional bonding that occurs during gatherings and celebrations.
"Rasna has always been synonymous with refreshing, high-quality beverages that bring families together," Khambatta emphasized. This emotional connect helps the brand stay relevant in a competitive market and attract new customers.
To support its ambitious growth targets, Rasna is investing significantly in infrastructure development.
A key component of Rasna's infrastructure strategy is the establishment of a new manufacturing plant in Patna, dedicated to producing litchi concentrates. This plant will have an annual capacity of around 2 million cases and is a part of Rasna's broader plan to increase its domestic and international market presence.
Rasna plans to expand its retail reach to 1 lakh outlets by the end of 2026. This expansion will be supported by the addition of new distributors, aiming to leverage its extensive network of 1.8 million retail points across India. Currently, Rasna operates with 26 depots, 200 super stockists, 5,000 stockists, and 900 sales personnel.
Rasna currently exports to over 60 countries and is looking to further strengthen its global footprint, particularly in Africa and South America. The company's localized supply chain and competitive pricing strategy have helped it remain resilient despite global tariff challenges.
"We are using Indian raw material, Indian fruit, sugar, and due to this, we are very price competitive in the world market. So we are able to fight tariff better than the other countries," Khambatta noted.
Rasna recognizes the growing importance of modern trade and e-commerce in driving sales. The company is focusing on these platforms to reach a broader audience and cater to evolving consumer preferences.
Rasna faces several challenges, including the early onset of summer, which has led to supply chain strains due to increased demand.
The company is addressing these challenges by:
Despite these challenges, Rasna remains optimistic about its growth prospects, driven by its innovative products, robust distribution network, and the growing global demand for fruit concentrates.
Rasna's approach to combining emotional branding with strategic infrastructure investments positions the company for significant growth in both domestic and international markets. With its focus on innovation, expansion, and a relentless pursuit of customer satisfaction, Rasna is well-equipped to navigate market challenges and capitalize on emerging trends in the beverage sector.
