‘We Are Not In The Business Of Launching Me-Too Products'

From the ‘I Love You Rasna’ advertising campaigns to the all-natural Native Haat product line, the much-loved brand Rasna has had quite a journey.

Piruz Khambatta, Chairman and Managing Director, Rasna, tells us about how the brand has stayed strong in a competitive category by offering a diverse product line that has something for every consumer

- Christina Moniz

Powder-based soft drink brand Rasna, with the memorable tagline ‘I Love You Rasna’ has ruled its category in the soft drink space for over 40 years. Over the past four decades, the brand has taken on competition from multinational firms and homegrown Indian companies and has reinvented its product line to go beyond the hitherto mother and child consumer group. Piruz Khambatta, Chairman and Managing Director, Rasna, tells us about the brand’s journey, its diverse product portfolio, its strategy to stay relevant, the iconic Rasna girl and much more

Q] Rasna recently announced the launch of the Native Haat product line. What has prompted this move into more natural products?

We have a full range of natural products in different flavours such as badam with a positioning that we are bringing pure, natural flavours back to the consumer. With winter on its way now too, we are also launching warm beverages that are honey and chocolate based, while also ensuring there isn’t too much sugar in them. If you look at consumer trends today, there is a trend towards more natural, purer products. This is true for any category. Even insect repellants contain natural ingredients! The other important focus area for us is wellness. People are looking for healthier, more wholesome products. As a company, Rasna has been an innovative one and we are not in the business of launching ‘me-too’ products. Whatever we do is unique and distinctive. We also launched this range with the intention of helping the farmers and leveraging our robust distribution network. That way, we are not only giving the consumers what they want but we are also supporting the entire ecosystem.

Q] Considering yours is a legacy brand, how do you see Rasna growing and evolving in a highly competitive beverage market? How do you keep reinventing the brand and stay relevant?