May 10, 2021
The surge in COVID-19 cases in India has disrupted fruit drink concentrate maker Rasna’s marketing investment and expansion plans for the current financial year.
The Chairman & Managing Director of Rasna, Piruz Khambatta explained that investment plans related to marketing have been postponed. “We had very ambitious plans for retail expansion with our mocktail bars…that plan are also slightly de-railed due to surge in COVID-19 cases.”
The company had earlier planned to have 100 Rasna mocktail bars by the end of this financial year. The company has launched immunity boosting syrup concentrate priced at Rs 2 per glass and the company had a budget lined up for marketing of Rs 40 crore.
Rasna has 40 mocktail bars across the country.
Rasna had some media campaigns lined up and IPL was going t be the platform but had got out of the IPL deal due to the pandemic.
Social media campaign is already live, television campaign we are seeing how things evolve and we will start again once things normalize,” he said. Khambatta said the company applied to learn’s from last year when there was a nationwide lockdown to prevent the spread of COVID-19, to navigate through the challenges posed by the current surge in coronavirus cases.
Talking on the outlook, Khambatta said that no one can say what will happen. “We were expecting COVID-19 cases to go up again but we were not expecting it to be so virulent,” he said.