May 23, 2021
Journey of India’s favourite drink for children
Many of Indians especially children have grown up hearing this famous ad of the 80s. Rasna, one of the iconic brands of the country was launched by the Khambatta family (Pioma industries) as ‘Jaffe’ and was initially distributed in Gujarat and later relaunched as “RASNA” in 1979, distributed by Voltas that was market in 1983.
Rasna entered the Indian market at a time when carbonated drinks like Limca and Thumbs Up dominated the Indian market. But neither drink was child-friendly. Hence, Rasna became the ubiquitous drink served at home and kiddo gatherings since the 80s.
The Start
The flashback story goes on to the 1940s where Phirojshaw Khambatta established the company by aiming to sell concentrates in the B2B segment. Further in 1962, Areez Khambatta took over the business and ran it both as a B2B and B2C entity expanding the business and ensuring to have production of multiple pack sizes.
After 3 decades, in 1992, Piruz Khambatta took the reins and brought about many novel changes in the brand. He transformed the packing with the sachets to include both powder and liquid. Sensing the growth to come from the interior lands, Piruz took the product to rural markets and diversified sales. Within 5 years, in 1998, Piruz Khambatta became the Chairman and Managing Director of the company and renamed the company as Rasna Industries Pvt. Ltd.
The enormous success credit goes to the marketing strategies of Rasna, as Rasna was one of the first few brands to regard the child as an influencer for a household product resonating the choice for parents too. It emerged as a brand that kids in the eighties loved. Rasna entered the market at an affordable price point of ₹5 per box with concentrate in a bottle and a powder that had to be mixed with sugar and water.
The highlight of the advertisement was how 32 glasses could be made from one pack and it became its key value proposition.
Additional to Orange Rasna that is the favourite of the Indian audience, the brand introduced a variety of flavours like Kesar, Elaichi, Khus, Jaljeera, Alphonso Mango, Shikanji Nimbupani and Kala Khatta. In 2000, the brand also introduced flavours such as guava, watermelon, pineapple and watermelon.
In early 2000s, India’s first powdered drink, Rasna International, was launched.
Later all was not so rosy. Rasna had to face its set of dire challenges. Though not for too long, but still the biggest challenges came in early 2000 from Coca-Cola when it launched Sunfill to supersede Rasna. It introduced a 01 pack, with which two glasses of soft drink could be made. This was to counter Rasna’s “Ek ka do (two out of one)” sachet.
As said, Sunfill could not sustain itself and was soon withdrawn from the market along with other products due to poor response e.g Coca Cola’s Orange Jolt, a carbonated drink, which didn’t do well, and had to be withdrawn from the shelves.
Undeterred, in mid-2010, Rasna proceeded to launch the Fruit Plus series and went the ‘natural’ way by incorporating natural fruit extracts in its product. Rasna pursued to make the most of the current market trend that led to non-aerated, fruit juice and healthy drink products.
Experiencing all the ups and downs in the business and growth, Rasna has ruled the hearts for more than 3 decades now and is still a favourite summer drink for many Indian homes especially in rural areas.
Rasna products are currently being exported to 53 countries, and its export division accounts for bigger sales than the Indian market, especially for the quality drink powder.
So, kudos to Rasna!!!!