hink of Rasna and the first thing that comes to mind is goblets filled with the liquid, families enjoying the drink and children shouting 'I love you Rasna'. Established over two decades ago, Rasna Pvt Ltd claims to hold 93 per cent of the Indian soft drink con centrate (SDC) market. Recently, it jumped into the fruit juice market by launching Rasna Juc Fit. The unique selling proposition of Rasna Juc Fit is counting on its competitive pricing strategy to establish a foothold .

The launch of the new fruit juice was backed by research in a number of Indian cities. Based on the research, the Rs 275-crore Ahmedabad-based company expects Juc Fit to fill the need gap that currently exists in the mass market for an affordable fruit juice. The company claims that Rasna Juc Fit does not contain preservatives, caffeine or phosphoric acid. Juc Fit is available at special introductory prices of Rs10 for a 200 ml pack and Rs 45 for a 1 litre pack. It will have three flavours - orange, mango and mixed fruit. Rasna is also testing flavours like apple, guava and litchi. Bollywood star Hrithik Roshan and child model Anuj Pandit will endorse the drink.... more