109:
Additionally, its very popular among children, Rasna operates over 40 mock tail bars across India under brand 'Rasna Buzz'. These bars are targeted to the Indian tastes by youngsters and offer variety of products on menu such as soda-based drinks, milkshakes, sundaes and specially created mocktails,
161:
In 2000, Rasna launched an aerated fruit drink, Oranjolt. The venture failed, which was attributed to the fact that the drink needed to be refrigerated at all times and many retailers in India switch off their refrigerators at night. The company launched juice products in the market in 2002 and in
110:
Mirchi Mango, Masala Orange, Minty Jeera
Lemonade, Kala Khatta Buzz etc. Rasna Buzz also offers these drinks with Indian cuisine like idli, batata vada apart from the regular burgers, pasta, momos and french fries. The first of such bar was opened at Pune in 2019.
258:. By 2003, tough competition from Rasna among other brands forced Kraft to shut its plant in India. At the time Rasna was said to be interested in purchasing the plant. However, the plant was not sold and restarted manufacturing Tang when it was taken over by
170:
The company has used national television as a mode of advertising its products since the 1980s. Its tagline "I love you Rasna" is aimed at children. In the original ad campaign, the Rasna girl was played by
827:
438:
781:
286:. This brand too did not do well and was withdrawn in 2004, failing to break Rasna's monopoly in the segment. Like Tang, Sunfill too has been recently relaunched in India, in 2011.
142:. The company manufactures soft drink concentrate in 11 different flavours. In India, Rasna earns most of its profits from the soft drink concentrate market though it makes
278:, chairman and managing director of Rasna, the deal offered was a licensing deal rather than an outright buyout, hence it fell through. India was the first market where
175:, now an actress in South India while the latest one, Avan Khambatta is from the Khambatta family which owns the company. Rasna's distribution was initially taken up by
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183:). However, since that did not materialise, Pioma Industries set up its own distribution infrastructure. Their brand advertising was managed by
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and after two years of handling, Khambhatta decided to withdraw and approached Rallis and Corn products (now known as
Bestfoods and owned by
1118:
262:
in 2010 as part of its global buyout by Kraft Foods. Rasna made another attempt at acquisition in 2003 itself, when it attempted to buy
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79:, India. It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by
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Though the company does most of its business in India where it has five manufacturing facilities in
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in the soft drink concentrate market in India and as of 2011, the company had a turnover of
380:"Rasna's journey: Moving from children's drink to keep its communication fresh and in-tune"
271:
216:
612:
254:
brand internationally, entered India in 2001 by setting up a manufacturing facility in
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Brand failures: the truth about the 100 biggest branding mistakes of all time
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have been Rasna's brand ambassadors. Currently, Rasna's brand ambassador is
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158:, ready-to-eat curries, and snacks, majority of which are exported.
162:
2010, it announced that it was entering the health drinks segment.
531:
408:"Rasna's CSR trust ties up with US varsity for management courses"
139:
131:
92:
493:"Rasna Buzz marks brand's entry into non-alcoholic bar business"
439:"Rasna to aggressively mine hinterland, sees 40% volume uptick"
754:
Davila, Tony; Epstein, Marc J.; Shelton, Robert, eds. (2007).
143:
1093:
1056:"New players eyeing Rs 300 cr powdered beverage market"
944:"HLL Drops Plan To Sell Rex, Brown & Polson Brands"
700:"Piruz Khambatta's daughter to say, I love you Rasna!"
468:"Covid derailed investment, expansion plans: Rasna"
227:. As part as a promotional campaign featuring then
126:, it has manufacturing facilities outside India in
54:
44:
36:
26:
1028:"Sunfill on backburner, Vanilla Coke moves slowly"
814:"Akshay Kumar signed as brand ambassador of Rasna"
730:Changing face of processed food industry in India
250:, which markets soft drink concentrate under the
644:"Rasna turns a new leaf, adds juice to products"
191:between 2005 and 2009 and from 2009 onwards by
306:Advertising and promotions: an IMC perspective
8:
329:: CS1 maint: multiple names: authors list (
309:. New Delhi: Tata McGraw-Hill. p. 600.
21:
1000:"Coca-Cola introduces powdered concentrate"
972:"Rasna in outsourcing talks with Carrefour"
589:. Tata McGraw-Hill Education. p. 721.
282:launched its soft drink concentrate brand,
760:. Westport, Conn. : Praeger. p. 125.
733:. New Delhi: Ane Books India. p. 31.
20:
1094:International Taste and Quality Institute
433:
431:
239:for the "world's biggest glass" in 2009.
345:"Rasna plans to enter soft drink market"
782:"Celebs 'ad' glamour to Gujarat brands"
558:"Rasna to set up new facilities abroad"
522:"Rasna Plans Exports to US, UK, Africa"
516:
514:
295:
672:"Rasna to enter health drinks segment"
374:
372:
370:
368:
322:
888:"Kraft Foods' Tang Plant Up For Sale"
235:, Rasna made an attempt to break the
7:
243:Competition and failed acquisitions
828:"'World's biggest glass' unveiled"
790:. 21 February 2012. Archived from
618:. Kogan Page Publishers. pp.
303:D'Souza, Kruti Shah, Alan (2009).
14:
757:The Creative Enterprise: Strategy
916:"Cadbury to make Tang in India"
566:. Mumbai, India. 20 March 2008
95:. As of 2009, Rasna had a 93%
1:
836:. 29 May 2009. Archived from
16:Indian soft drink concentrate
727:Baisya, Rajat Kanti (2008).
1119:Products introduced in 1976
924:. Chennai. 18 November 2010
71:concentrate brand owned by
1140:
860:"Rasna carnival under way"
416:. Chennai. 18 March 2009
705:Daily News and Analysis
187:between 1984 and 2005,
114:Facilities and products
106:(US$ 42 million).
46:Country of origin
585:Saxena, Rajan (2005).
81:carbonated soft drinks
1033:The Financial Express
949:The Financial Express
893:The Financial Express
527:The Financial Express
497:The Financial Express
237:Guinness World Record
1114:Powdered drink mixes
587:Marketing Management
538:, India. 27 May 2004
185:Mudra Communications
1109:Indian drink brands
610:Haig, Matt (2005).
23:
1036:. 23 November 2004
1008:. 22 November 2001
980:. 16 November 2006
977:The Economic Times
833:The Times of India
787:The Times of India
708:. 27 February 2012
677:The Economic Times
649:The Times of India
563:The Economic Times
466:PTI (9 May 2021).
444:The Economic Times
385:The Economic Times
264:Brown & Polson
75:which is based in
652:. 22 January 2002
62:
61:
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1087:Official website
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353:. 1 October 2004
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124:Himachal Pradesh
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73:Pioma Industries
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40:Pioma Industries
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1062:. 25 April 2011
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896:. 22 March 2003
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274:. According to
272:Hindustan Lever
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221:Genelia D'Souza
217:Virender Sehwag
195:. In the past,
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838:the original
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792:the original
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355:. Retrieved
348:
339:
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298:
275:
270:brands from
267:
263:
246:
233:Pooja Chopra
225:Akshay Kumar
209:Paresh Rawal
169:
160:
136:Saudi Arabia
117:
108:
97:market share
72:
64:
63:
37:Manufacturer
18:
1124:Soft drinks
1060:FNBNews.com
248:Kraft Foods
205:Anupam Kher
193:Rediffusion
166:Advertising
122:and one in
104:3.5 billion
1103:Categories
629:0749444339
596:007059953X
350:Rediff.com
290:References
229:Miss India
144:fruit jams
128:Bangladesh
69:soft drink
55:Introduced
1005:The Hindu
865:The Hindu
325:cite book
280:Coca-Cola
268:Rex Jelly
256:Hyderabad
213:Kapil Dev
89:Gold Spot
77:Ahmedabad
31:Drink mix
1066:12 March
1040:12 March
1012:12 March
984:12 March
956:12 March
928:12 March
900:12 March
872:12 March
844:12 March
798:11 March
712:11 March
684:12 March
656:12 March
570:11 March
542:12 March
451:11 March
420:11 March
392:11 March
357:11 March
260:Cadburys
181:Unilever
156:chutneys
150:, teas,
85:Thums up
503:25 July
477:25 July
284:Sunfill
152:pickles
120:Gujarat
764:
737:
626:
622:, 56.
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313:
189:Dentsu
177:Voltas
532:Noida
140:Egypt
132:Dubai
93:Limca
83:like
67:is a
65:Rasna
50:India
22:Rasna
1068:2012
1042:2012
1014:2012
986:2012
958:2012
930:2012
902:2012
874:2012
846:2012
800:2012
762:ISBN
735:ISBN
714:2012
686:2012
658:2012
624:ISBN
591:ISBN
572:2012
544:2012
505:2021
479:2021
453:2012
422:2012
394:2012
359:2012
331:link
311:ISBN
266:and
252:Tang
219:and
138:and
91:and
58:1976
27:Type
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