The company intends to boost its pan-India presence by adding new distributors to its network by the end of next year
In an attempt to strengthen its position in India’s Rs 20,000 crore fruit drink market, Rasna, an instant drink manufacturer has unveiled its latest offering ‘Rasna Rich.’ The company aims to offer affordability and premium taste to a wider consumer base.
The company intends to boost its pan-India presence by adding new distributors to its network by the end of next year. It also intends to expand retail network outreach to one lakh outlets by 2026. In line with its product innovation strategy, the brand has identified the thick mango-flavoured drink market as one of the highest-demand segments in the country.
The company stated that each Rs 10 sachet yields three glasses of beverage, providing an effective price of Rs three per glass. The brand aims to offer a stronger value proposition compared to other mango beverages priced between Rs 10 and Rs 20 per glass.
“Our new powder concentrate is a testament to our commitment to innovation, offering consumers a richer and more flavourful experience. According to a research, the concentrated fruit market in India is expected to reach USD 537.17 million by 2030, growing at a CAGR of approximately 7.7 per cent, and with rising consumer demand for convenient and nutritious beverages, we see immense potential for expansion,” stated Piruz Khambatta, Chairman, Rasna International.
The latest offering aligns with the rapid expansion of the global fruit concentrate market, which was valued at USD 2.46 billion in 2023 and is projected to reach USD 7.27 billion by 2031, growing at a compounded annual growth rate (CAGR) of 14.5 per cent from 2024 to 2031, as per the official statement from the company. With strategic investments and consolidation efforts, the company is eyeing to capture a larger share of the Indian beverage industry.
