Rasna (drink)

Rasna
TypeDrink mix
ManufacturerPioma Industries
Country of origin India
Introduced1976[1]

Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad, India.[2] It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by carbonated soft drinks like Thums up, Gold Spot and Limca.[3] As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India[4] and as of 2011, the company had a turnover of ₹3.5 billion (US$42 million).[5]

Additionally, its very popular among children, Rasna operates over 40 mock tail bars across India under brand 'Rasna Buzz'.[6] 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, 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.[7]

  1. ^ D'Souza, Kruti Shah, Alan (2009). Advertising and promotions: an IMC perspective. New Delhi: Tata McGraw-Hill. p. 600. ISBN 9780070080317.{{cite book}}: CS1 maint: multiple names: authors list (link)
  2. ^ "Rasna plans to enter soft drink market". Rediff.com. 1 October 2004. Retrieved 11 March 2012.
  3. ^ "Rasna's journey: Moving from children's drink to keep its communication fresh and in-tune". The Economic Times. 13 April 2011. Retrieved 11 March 2012.
  4. ^ "Rasna's CSR trust ties up with US varsity for management courses". Business Line. Chennai. 18 March 2009. Retrieved 11 March 2012.
  5. ^ "Rasna to aggressively mine hinterland, sees 40% volume uptick". The Economic Times. 11 March 2012. Retrieved 11 March 2012.
  6. ^ PTI (9 May 2021). "Covid derailed investment, expansion plans: Rasna". Telangana Today. Retrieved 25 July 2021.
  7. ^ "Rasna Buzz marks brand's entry into non-alcoholic bar business". The Financial Express. 12 June 2019. Retrieved 25 July 2021.