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Rasna to beef up distribution chain

Our Bureau

Chennai , April 6

THE Rs 275-crore Rasna Pvt Ltd, which has a 93 per cent market share in the soft drink concentrate market, plans to increase its share in the domestic and international markets.

Mr Rajesh Mehta, General Manager, Rasna Pvt Ltd, said that the company planned to increase the number of distributors from 16 lakh outlets to 20 lakh. It plans to penetrate the rural market further with vans covering more than 3,000 routes in 16 States.

The company plans to double the sales volume of Rasna Cola Cola to 100 crore glasses by the year-end from the present 50 crore. This SDC was launched last year and has a 1 per cent market share, Mr Mehta said.

The company has roped in Hindi superstar Hrithik Roshan as the brand ambassador in commercials for Rasna JucUP and Rasna Cola Cola. The commercials are a take off on Hrithik Roshan's character Rohit in the movie Koi Mil Gaya.

Mr Mehta said that the company decided on Hrithik Roshan as the brand ambassador to drive penetration and have instant connect with the consumer. This summer the company's adspend will be about Rs 20 crore.

The company has also come out with a new Ghar ka Range of traditional refreshers - Ghar Ka Jaljira, Ghar Ka Nimbupanni, Ghar Ka Aampanna. These products are at present in the test marketing stage with soft launches in select cities.

Rasna will further expand its reach to consumers by increasing the number of vending machines up to 500 units in 10 cites. Besides the popular variants of JucUp in five flavours and Rasna ShakeUp in three flavours there will be Insta cardamom tea and coffee, Mr Mehta said. Rasna plans to introduce lemon iced tea and cold coffee.

In a cross promotion with Hungama TV, Rasna will organise road shows, interactive games and sponsor gifts. This activity will conclude with cricket matches organised in 11 cities.

Besides the factory in Sharjah, which caters to the Gulf region, the company exports about Rs 50 crore. The company plans to increase its export turnover by 20 to 30 per cent, he said.

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