P-yo Rasna!

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Rasna - Ahmedabad-based firm, with Rs. 275 Cr Sales.
It is in talks with Global retailers for visibility.
This is in line with plans of Hard rock café and Starbucks to enter the Indian market. I don’t understand, why should that create insecurity for the soft drink concentrate maker? It is a completely different segment that it addresses, just that the target consumers would be the same essentially. So, if there is segment called as non-soft-drinks-looking-for-alternatives, then I guess, Rasna does tend to lose market share.
Solution? Reinforce its positioning, and change the USP. On a long term, diversify its portfolio, and venture into new segments. Look at P&G, look at Dabur. If Real doesn’t work, Real Active would! If Ariel can’t get the markets, Tide would !
Talk of the soft drink concentrates market, Coca-cola’s Sunfill and HLL’s Fruit Kick are marginal players (what about Roohafza?) Total Market Size : Rs. 250 Crore)
As for Rasna, they did try their stint at repositioning – singing “health” songs than “kiddos” pals.
Other products by Rasna – Nimbu Pani – was repositioned to cater to the adults as well, since kids segment didn’t give them the intended targets.
Sub-brands – Utsav, Ek ka do, Juice up and Shake up.

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