s the cola biggies struggle to recover from the aftermath of the pesticide controversy, Pioma Industries, the company that manufactures and exports products under the brand name Rasna, has turned on the heat with the launch of Rasna Cola Cola. Though the ready-to-serve drinks segment is distinct from the carbonated drinks business in terms of both marketing and consumption, this move is sure to make established colas sit up and take notice.

Rasna soft drink concentrate (SDC) has long projected itself as a healthy drink at an affordable price. This latest offering claims to live up to the reputation. Not only is it priced low - at 50 paise for a single-glass sachet - Rasna Cola Cola contains no caffeine or phosphoric acid, according to the company. ... more