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Malayalam Serial Fame Rasna With Cute Daughter || VIDEO & PICS || രസ്നയും മകളും ||
Malayalam Serial Fame Rasna With Cute Daughter || VIDEO & PICS || രസ്നയും മകളും ||
Published: 2017/06/24
Channel: E- Spot Light
Serial Actreee Rasna with Husband & Daughter
Serial Actreee Rasna with Husband & Daughter
Published: 2017/06/25
Channel: VIEW MEDIA
What Happened to Paarijatham Fame Actress Rasna?
What Happened to Paarijatham Fame Actress Rasna?
Published: 2017/06/16
Channel: metromatinee.com
Serial Actress Rasna Reveal About Her Real Life || രസ്ന  ജീവിത യാഥാർഥ്യത്തെ കുറിച് തുറന്നു പറയുന്നു
Serial Actress Rasna Reveal About Her Real Life || രസ്ന ജീവിത യാഥാർഥ്യത്തെ കുറിച് തുറന്നു പറയുന്നു
Published: 2017/06/24
Channel: E- Spot Light
സീരിയൽ നടി രസ്നയുടെ ഇപ്പോഴത്തെ അവസ്ഥ കേട്ടാൽ ആരും ഞെട്ടും | Rasna Serial Actress
സീരിയൽ നടി രസ്നയുടെ ഇപ്പോഴത്തെ അവസ്ഥ കേട്ടാൽ ആരും ഞെട്ടും | Rasna Serial Actress
Published: 2017/06/19
Channel: Malayali Club
How to Make Rasna Preparation | Episode – 312 |  Maa Vantagadi Telugu Recipes
How to Make Rasna Preparation | Episode – 312 | Maa Vantagadi Telugu Recipes
Published: 2014/05/10
Channel: Maa Vantagadi
വെളിപ്പെടുത്തലുമായി  രസ്ന  |   Rasna | Serial Actress | Family |  Rasna Husband | Hot News
വെളിപ്പെടുത്തലുമായി രസ്ന | Rasna | Serial Actress | Family | Rasna Husband | Hot News
Published: 2017/06/24
Channel: TopTen Malayalam
Serial Actress Rasna with Husband & Daughter
Serial Actress Rasna with Husband & Daughter
Published: 2017/06/24
Channel: Top 10
ഗോസിപ്പുകൾക്ക് വിരാമം,ഈ നടിയുടെ ജീവിതത്തിൽ സംഭവിച്ചത് ഇതാണ് | Actress Rasna About Her Life | NB
ഗോസിപ്പുകൾക്ക് വിരാമം,ഈ നടിയുടെ ജീവിതത്തിൽ സംഭവിച്ചത് ഇതാണ് | Actress Rasna About Her Life | NB
Published: 2017/06/23
Channel: NonstoP BeatS
Malayalam Serial Actress Rasna With Family || രസ്നയും കുടുംബവും ||
Malayalam Serial Actress Rasna With Family || രസ്നയും കുടുംബവും ||
Published: 2017/06/21
Channel: E- Spot Light
Serial Actress Rasna
Serial Actress Rasna's New House
Published: 2015/10/11
Channel: papoinews
Onnum Onnum Moonu I Ep 56 - with Muktha & Rasna I Mazhavil Manorama
Onnum Onnum Moonu I Ep 56 - with Muktha & Rasna I Mazhavil Manorama
Published: 2014/06/16
Channel: Onnum Onnum 3
Serial Actress Rasna with Family
Serial Actress Rasna with Family
Published: 2017/06/26
Channel: Malayalam Cinema Today
Rasna is back with a sweet and warm advertisement 2017
Rasna is back with a sweet and warm advertisement 2017
Published: 2017/03/01
Channel: INFO CHANNEL
പാരിജാതത്തിലെ നടിക്ക് എന്ത് സംഭവിച്ചു, നിര്‍മാതാവ് തടവിലാക്കിയോ? Malayalam Serial Actress Rasna
പാരിജാതത്തിലെ നടിക്ക് എന്ത് സംഭവിച്ചു, നിര്‍മാതാവ് തടവിലാക്കിയോ? Malayalam Serial Actress Rasna
Published: 2017/06/18
Channel: Stars and News
എന്നെ ജീവിക്കാന്‍ അനുവതിക്കു? രസ്ന എല്ലാം വെളിപ്പെടുത്തുന്നു!|Serial Actress Rasna about her Life!
എന്നെ ജീവിക്കാന്‍ അനുവതിക്കു? രസ്ന എല്ലാം വെളിപ്പെടുത്തുന്നു!|Serial Actress Rasna about her Life!
Published: 2017/06/29
Channel: Malayalienter
Malayalam serial actress rasna hot
Malayalam serial actress rasna hot
Published: 2012/05/26
Channel: Rajesh TG
Rasna New TVC ft. Akshay Kumar !!
Rasna New TVC ft. Akshay Kumar !!
Published: 2016/03/16
Channel: AkshayKumarFG
Baby Rasna Cut { Hindi }
Baby Rasna Cut { Hindi }
Published: 2017/06/26
Channel: Naturence Beauty World
പാരിജാതത്തിലെ രസ്ന നിർമാതാവിന്റെ ഒപ്പം താമസിച്ചു ഇപ്പോൾ ഒരു കുട്ടിയും|rasna|parijatham|asianet|news|
പാരിജാതത്തിലെ രസ്ന നിർമാതാവിന്റെ ഒപ്പം താമസിച്ചു ഇപ്പോൾ ഒരു കുട്ടിയും|rasna|parijatham|asianet|news|
Published: 2017/06/20
Channel: citizen journalist
Rasna Commercial 2 - Doordarshan Ad/ Commercial from the 80
Rasna Commercial 2 - Doordarshan Ad/ Commercial from the 80's & 90's - pOphOrn
Published: 2008/10/19
Channel: Doordarshan National Blog
Serial Actress Rasna Reply to the Gossips I Marunadan Malayali
Serial Actress Rasna Reply to the Gossips I Marunadan Malayali
Published: 2017/06/24
Channel: Marunadan Malayali
Rasna Japti Tu Hi Tu Hi by Rahat Fateh Ali Khan (Gurbani Kirtan)
Rasna Japti Tu Hi Tu Hi by Rahat Fateh Ali Khan (Gurbani Kirtan)
Published: 2013/09/29
Channel: jujhar51ngh
ചാറ്റ് വിത്ത് രസ്ന | CHAT WITH RASNA | KASAVUTHATTAM | Episode 2
ചാറ്റ് വിത്ത് രസ്ന | CHAT WITH RASNA | KASAVUTHATTAM | Episode 2
Published: 2016/01/31
Channel: IBMS Entertainments
Rasna Malayalam Serial Actress Leaked Clips Photos  2017 | Don
Rasna Malayalam Serial Actress Leaked Clips Photos 2017 | Don't Want You To See
Published: 2017/03/29
Channel: TB Gossip & News
Serial Actress rasna with daughter & family | Photos !
Serial Actress rasna with daughter & family | Photos !
Published: 2017/06/27
Channel: Scene Contra
RASNA INSTA 30sec
RASNA INSTA 30sec
Published: 2017/02/27
Channel: Rasna International
HOW TO MAKE RASNA JUICE?
HOW TO MAKE RASNA JUICE?
Published: 2016/04/10
Channel: Gayathri Sanghi
Rasna Old Doordarshan Ad
Rasna Old Doordarshan Ad
Published: 2014/04/19
Channel: Shubh Aarambh
AWESOME SHABAD-Rasna Japti Tuhi Tuhi (Must Listen)
AWESOME SHABAD-Rasna Japti Tuhi Tuhi (Must Listen)
Published: 2011/01/09
Channel: Jatinder Singh
താൻ ആരുടെയും തടവിലല്ല എന്ന് വാർത്തകളിൽ വേദനിച്ചു സീരിയൽ താരം രസ്ന | Rasna Seriel Actress
താൻ ആരുടെയും തടവിലല്ല എന്ന് വാർത്തകളിൽ വേദനിച്ചു സീരിയൽ താരം രസ്ന | Rasna Seriel Actress
Published: 2017/06/24
Channel: Malayali Club
OLD INDIAN ADs " Rasna"
OLD INDIAN ADs " Rasna"
Published: 2008/11/09
Channel: Prasanna Kumar
2017 Beautiful Krishna Bhajan !! Rasna Nisdin Bhaj Hari Ka Naam !! Indresh Upadhyay Ji #BhaktiPath
2017 Beautiful Krishna Bhajan !! Rasna Nisdin Bhaj Hari Ka Naam !! Indresh Upadhyay Ji #BhaktiPath
Published: 2017/05/15
Channel: Bhakti Path
Rasna Mini TVC Moushumi - Dekko
Rasna Mini TVC Moushumi - Dekko
Published: 2014/01/07
Channel: Advertising Archive Bangladesh
RASNA Akshay Kumar Promo Fruit Plus 2015
RASNA Akshay Kumar Promo Fruit Plus 2015
Published: 2015/02/25
Channel: Rasna International
Classic Indian TVC | I Love You Rasna Ad ft. Ankita Jhaveri
Classic Indian TVC | I Love You Rasna Ad ft. Ankita Jhaveri
Published: 2016/11/25
Channel: Lalit Mohan Sahoo
KRISHAN BHAJAN ALKA JI ( RASNA MEN TERA NAAM RAHE )
KRISHAN BHAJAN ALKA JI ( RASNA MEN TERA NAAM RAHE )
Published: 2011/12/12
Channel: RAVINDERKUMARGARWAL
suchi bhaii rasna learn
suchi bhaii rasna learn
Published: 2016/07/22
Channel: satnam waheguru
Rasna Akshay Kumar 30 sec
Rasna Akshay Kumar 30 sec
Published: 2015/04/04
Channel: Rasna International
സീരിയൽ നടി രസ്ന വെളിപ്പെടുത്തലുമായി | Serial Actress Rasna | Vrindavanam | Nandanam
സീരിയൽ നടി രസ്ന വെളിപ്പെടുത്തലുമായി | Serial Actress Rasna | Vrindavanam | Nandanam
Published: 2017/07/04
Channel: Malayalam TV
Serial Actress Rasna Photo Mistakes
Serial Actress Rasna Photo Mistakes
Published: 2017/06/29
Channel: Malayalam Cinema Today
രസ്ന പ്രതികരിക്കുന്നു | Parijatham fame Actress Rasna Responds to Rumours | Hot Malayalam  News
രസ്ന പ്രതികരിക്കുന്നു | Parijatham fame Actress Rasna Responds to Rumours | Hot Malayalam News
Published: 2017/06/24
Channel: IndiaGlitz Malayalam Movies Interview | Trailer | Review | Gossip | Shooting Spot | Hot News
യഥാർത്ഥ സംഭവം വെളിപ്പെടുത്തി രസ്ന  | Serial Actress Rasna response !
യഥാർത്ഥ സംഭവം വെളിപ്പെടുത്തി രസ്ന | Serial Actress Rasna response !
Published: 2017/06/24
Channel: Scene Contra
rasna Fruit Plus Advertisment
rasna Fruit Plus Advertisment
Published: 2009/08/28
Channel: Adhiraj Chakrabarti
Rasna Utsav 45sec
Rasna Utsav 45sec
Published: 2014/12/09
Channel: Rasna International
സീരിയല്‍ നടി രസ്നയുടെ മകളുടെ വീഡിയോയും ഫോട്ടോസും || Actress Rasna Daughter Video & Photos
സീരിയല്‍ നടി രസ്നയുടെ മകളുടെ വീഡിയോയും ഫോട്ടോസും || Actress Rasna Daughter Video & Photos
Published: 2017/06/25
Channel: Filmy Cherry
Taruni Sachdev and Karisma Kapoor Rasna AD
Taruni Sachdev and Karisma Kapoor Rasna AD
Published: 2012/05/15
Channel: Tanmoy Majumder
Rasna ad : I♥️Rasna
Rasna ad : I♥️Rasna
Published: 2012/03/06
Channel: sonia chacko
Rasna Fruit Fun Lolly 10 sec Commercial
Rasna Fruit Fun Lolly 10 sec Commercial
Published: 2012/09/07
Channel: Tracy Dsouza
ALKA GOYAL JI....Rasna me agar tera naam rahe..
ALKA GOYAL JI....Rasna me agar tera naam rahe..
Published: 2017/05/25
Channel: Amrita Morwal
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WIKIPEDIA ARTICLE

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Rasna
Rasna.JPG
The Rasna logo
Type Soft Drink Concentrate
Manufacturer Pioma Industries
Country of origin India
Introduced 1976[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$55 million).[5]

Facilities and products[edit]

Though the company does most of its business in India where it has 5 manufacturing facilities in Gujarat and 1 in Himachal Pradesh,[6] it has manufacturing facilities outside India in Bangladesh, Dubai, Saudi Arabia and Egypt as well.[7] The company manufactures soft drink concentrate in 11 different flavours.[6] In India, Rasna earns most of its profits from the soft drink concentrate market though it makes fruit jams, fruit cordials, teas, pickles, chutneys, ready-to-eat curries and snacks, majority of which are exported.[5]

In 2000, Rasna launched an aerated fruit drink, Oranjolt.[8] 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.[9] The company launched juice products in the market in 2002[10] and in 2010, it announced that it was entering the health drinks segment.[11]

Advertising[edit]

The company has used national television as a mode of advertising its products since the 1980s.[3] Its tagline "I love you Rasna" is aimed at children.[3] In the original ad campaign, the Rasna girl was played by Ankita Jhaveri, now an actress in South India while the latest one, Avan Khambatta is from the Khambatta family which owns the company.[12] Rasna's distribution was initially taken up by Voltas and after two years of handling, Khambhatta decided to withdraw and approached Rallis and Corn products (now known as Bestfoods and owned by Unilever).[13] However, since that did not materialise, Pioma Industries set up its own distribution infrastructure.[14] Their brand advertising was managed by Mudra Communications between 1984 and 2005, Dentsu between 2005 and 2009 and from 2009 onwards by Rediffusion.[3] In the past, Karisma Kapoor, Hrithik Roshan, Anupam Kher, Paresh Rawal, Kapil Dev, Virender Sehwag and Genelia D'Souza have been Rasna's brand ambassadors.[15] Currently, Rasna's brand ambassador is Akshay Kumar.[16] As part as a promotional campaign featuring then Miss India, Pooja Chopra, Rasna made an attempt to break the Guinness World Record for the "world's biggest glass" in 2009.[17][18]

Competition and failed acquisitions[edit]

Kraft Foods, which markets soft drink concentrate under the Tang brand internationally, entered India in 2001 by setting up a manufacturing facility in Hyderabad. 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.[19] However, the plant was not sold and restarted manufacturing Tang when it was taken over by Cadburys in 2010 as part of its global buyout by Kraft Foods.[20] Rasna made another attempt at acquisition in 2003 itself, when it attempted to buy Brown & Polson and Rex Jelly brands from Hindustan Lever.[21] According to Piruz Khambatta, Chairman and managing director of Rasna, the deal offered was a licensing deal rather than an outright buyout, hence it fell through.[22] India was the first market where Coca-Cola launched its soft drink concentrate brand, Sunfill.[23] This brand too did not do well and was withdrawn in 2004, failing to break Rasna's monopoly in the segment.[24] Like Tang, Sunfill too has been recently relaunched in India, in 2011.[25]

References[edit]

  1. ^ D'Souza, Kruti Shah, Alan (2009). Advertising and promotions : an IMC perspective. New Delhi: Tata McGraw-Hill. p. 600. ISBN 9780070080317. 
  2. ^ "Rasna plans to enter soft drink market". Rediff.com. 1 October 2004. Retrieved 11 March 2012. 
  3. ^ a b c d "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". The Hindu Business Line. 18 March 2009. Retrieved 11 March 2012. 
  5. ^ a b "Rasna to aggressively mine hinterland, sees 40% volume uptick". The Economic Times. 11 March 2012. Retrieved 11 March 2012. 
  6. ^ a b "Rasna Plans Exports To US, UK, Africa". The Financial Express. 27 May 2004. Retrieved 12 March 2012. 
  7. ^ "Rasna to set up new facilities abroad". The Economic Times. 20 March 2008. Retrieved 11 March 2012. 
  8. ^ Saxena, Rajan (2005). Marketing Management. Tata McGraw-Hill Education. p. 721. ISBN 007059953X. 
  9. ^ Haig, Matt (2005). Brand failures: the truth about the 100 biggest branding mistakes of all time. Kogan Page Publishers. pp. 55, 56. ISBN 0749444339. 
  10. ^ "Rasna turns a new leaf, adds juice to products". The Times of India. 22 January 2002. Retrieved 12 March 2012. 
  11. ^ "Rasna to enter health drinks segment". The Economic Times. 30 August 2010. Retrieved 12 March 2012. 
  12. ^ "Piruz Khambatta's daughter to say, I love you Rasna!". Daily News and Analysis. 27 February 2012. Retrieved 11 March 2012. 
  13. ^ Baisya, Rajat Kanti (2008). Changing face of processed food industry in India. New Delhi: Ane Books India. p. 31. ISBN 9788180521669. 
  14. ^ Davila, Tony; Epstein, Marc J.; Shelton, Robert, eds. (2007). The Creative Enterprise: Strategy. Westport, Conn. [u.a.]: Praeger. p. 125. ISBN 9780275986865. 
  15. ^ "Celebs 'ad' glamour to Gujarat brands". The Times of India. 21 February 2012. Retrieved 11 March 2012. 
  16. ^ http://indianexpress.com/article/entertainment/entertainment-others/akshay-kumar-signed-as-brand-ambassador-of-rasna/
  17. ^ "'World's biggest glass' unveiled". The Times of India. 29 May 2009. Retrieved 12 March 2012. 
  18. ^ "Rasna carnival under way". The Hindu. 29 May 2009. Retrieved 12 March 2012. 
  19. ^ "Kraft Foods' Tang Plant Up For Sale". The Financial Express. 22 March 2003. Retrieved 12 March 2012. 
  20. ^ "Cadbury to make Tang in India". The Hindu Business Line. 18 November 2010. Retrieved 12 March 2012. 
  21. ^ "HLL Drops Plan To Sell Rex, Brown & Polson Brands". The Financial Express. 1 August 2003. Retrieved 12 March 2012. 
  22. ^ "Rasna in outsourcing talks with Carrefour". The Economic Times. 16 November 2006. Retrieved 12 March 2012. 
  23. ^ "Coca-Cola introduces powdered concentrate". The Hindu. 22 November 2001. Retrieved 12 March 2012. 
  24. ^ "Sunfill on backburner, Vanilla Coke moves slowly". The Financial Express. 23 November 2004. Retrieved 12 March 2012. 
  25. ^ "New players eyeing Rs 300 cr powdered beverage market". FNBNews.com. 25 April 2011. Retrieved 12 March 2012. 

External links[edit]

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