Rasna launches new, Rasna Shake Up Kesar Badam

Company release, October 27, 2004

New Delhi

Drinking milk would never be the same again with Rasnas new flavor - Rasna Shake Up Kesar Badam. The delicious new flavor from the Rasna Shake up range launched by the Soft Drink Concentrates (SDC) market leader will compliment the festivities this season; and Rasna is confident that it will revolutionize the way milk is consumed in our homes. A sure shot favorite with the kids; Rasna Shake Up Kesar Badam will be an Indian mothers best friend.

The easy to make, delicious milk shake has been enriched with badam, kesar and elaichi that will energize kids and also prove to be a healthy, stress busting drink for the rest of the family. Targeted primarily at kids, the new flavor is a convenient, no-fuss and hygienic version of the traditional favorite refresher Badam milk. And tastes equally delicious in warm as well as cold milk.

Speaking at the launch, Mr. Piruz Khambatta, Chairman and Managing Director, Rasna Private Limited said, This festive season we want Rasna to be a part of every households celebrations and festivities. Kids and grown-ups alike will savor our new flavor - Kesar Badam. Through Shake Up Kesar Badam, we want drinking milk everyday to become a delightful and fun experience for everyone, especially the kids.

Launched in a convenient pre-sweetened packaging, the new milk additive flavor has been enhanced with the goodness of Badam - traditionally famous for sharpening the mind; kesar - taste enhancer and elaichi - relaxes the mind and helps in removing mental fatigue. The milk beverage is available in sachets of Rs. 3 per serving and packets of 150 gm for Rs. 15.

The launch of Rasna Shake Up Kesar Badam is being backed by an aggressive growth strategy under which Rasna is aiming to tap an even larger share of the strongly competed milk-additives category. Rasna is supporting its new product launch with an enhanced emphasis on promotional initiatives to reach out to the masses. With Rasna Shake Up Kesar Badam, the market leader with 97% bite of the SDC market will expand their hold in the milk beverages market and consolidate their position as market leader across various markets.

Rasna Private Limited, the Rs. 225 crore, 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 93% volume share, making Rasna one of the worlds largest selling soft drink concentrates. Excellence in product offering, packaging, creative promotions and an extensive distribution network has enabled Rasna to hold the 1st position in the Beverages category in the country (source: Brand Equity Most Trusted Brands Survey), the 15th most trusted brand in India across categories and the Most Preferred Brand in the Soft Drink Concentrate Category in the first ever FMCG Awards 2003.

Rasnas 6 regional offices and a strong distribution network including, 4,00,000 direct retailers and 7,00,000 in-direct retailers matches that of any large prominent Indian FMCG company or a multinational, with a front line field force of 350 highly motivated sales personnel, 24 warehouses and 2500 stockists across the country. Besides an extensive network in India, Rasna also has offices in USA, Dubai and Bangladesh and a manufacturing base in U.A.E and exports to more than 40 countries across the globe.

For further information, please contact:

Madhavi Kochar, Perfect Relations

24316369, 9871464414