Rasna enters milk additives market

Company press release, October 7, 2003

New Delhi

Rasna's entry into the milk additives category with the launch of 'Rasna Shake Up', a milkshake mix is expected to considerably stir the market. This venture into a new product category is a significant step by Rasna, the company that pioneered the soft drink concentrate category in the country and now dominates this sector with almost a 90% share of the market. 'Rasna Shake Up', a pre-sweetened milkshake mix powder fortified with protein, vitamin, calcium, fruit powder and cocoa and available in a convenient easy-to-make single serve pack as well as a 6-glass pack, is very competitively priced at Rs. 3 per serving. The very attractive price point and availability of the product in a single serve sachet will place a delicious milkshake within the easy reach not only of the SEC A and B but even the lower income households that currently are non users of milk modifiers. It is not only these factors that are expected to result in the expansion of the category. Rasna also has to its advantage an extensive distribution network, which will ensure the availability of the product in over a million independent retail outlets across the country, within months of its launch.

Speaking at the launch of 'Rasna Shake Up', Mr. Piruz Khambatta, Chairman and Managing Director, Rasna Private Limited said, "The launch of this product is a part of our continuing endeavour to make Rasna a part of the daily lives of a billion Indians every day of the year. We are filling a need gap in the milk consuming households. While children across most households in India consume milk, getting a child to drink 2 glasses of milk everyday remains the biggest challenge for a mother. Despite the value added propositions - protein, vitamin and calcium, etc. by offering a product that promises to make the daily consumption of milk a fun and enjoyable experience we are confident of not only winning over the existing consumers of milk additives but also the potentially big markets of the non-milk additives households. We will grow the market and make a delicious milkshake within the reach of every child in the country."

Milk becomes fun! : With the 3 exciting flavours of 'Rasna Shake Up' - Chocolate, Mango and Strawberry, Rasna seeks to make the daily consumption of milk a delightful experience. Pitching the product on fun and not so much on nutrition, though 'Rasna Shake Up' is enriched with protein, vitamin, calcium, fruit powder and cocoa - Rasna positions its milkshake mix as clearly different from the prominent milk additive brands available in the market.

Mr. Piruz Khambatta also said, "Milk in itself is staid and that is why very few children like it. In launching this new product today Rasna is urging the children not to be seedha saadha. Don't be serious and dull, go on be mischievous, have 'Rasna Shake Up' which will make milk fun!"

Within arm's reach : Since the outlets for this product are the same as for Rasna SDC the company's existing vast distribution network of 4,00,000 direct and 7,00,000 in-direct retailers will ensure that 'Rasna Shake Up' is within arm's reach of every child, who wants his daily quota of milk to become a delightful experience. This distribution network will ensure a market penetration of a kind that this category has not so far experienced.

It was 23 years back that Rasna first set out to win the hearts of children, today when almost every child has the soliloquy 'I love you Rasna' etched on his mind Rasna sets out to win the hearts of children in every corner of the country all over again…

Rasna Private Limited, an Ahmedabad based company, has made Rasna, into one of the most recognized brands in India. Rasna virtually created the soft drink concentrate market and now is the leader in this category with almost a 90% volume share, making Rasna one of the world's largest selling soft drink concentrates. Excellence in product offering, packaging, creative promotions and an extensive distribution network has enabled Rasna to hold the 3rd position in Cold Beverages category in the country and has made it the 19th most trusted brand in India. Dedicated to producing natural, refreshing and most importantly value-for-money products, Rasna, as a mass brand, is affordable to the common Indian man. Besides an extensive network in India, Rasna also has offices in USA, Dubai and Bangladesh and a manufacturing base in U.A.E and it exports to 40 countries across the globe.

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