Play Video
1
ONNUM ONNUM MOONNU EPI 56 Muktha &  Rasna
ONNUM ONNUM MOONNU EPI 56 Muktha & Rasna
::2014/06/16::
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2
Rasna Commercial 2 - Doordarshan
Rasna Commercial 2 - Doordarshan
::2008/10/19::
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3
Shri Krishna | Indresh Upadhyay | Rasna Album
Shri Krishna | Indresh Upadhyay | Rasna Album
::2014/11/27::
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4
Entertainment Specials - Arab w Rasna Marfouh - 08/01/2015
Entertainment Specials - Arab w Rasna Marfouh - 08/01/2015
::2015/01/09::
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5
RASNA Akshay Kumar
RASNA Akshay Kumar
::2015/03/17::
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6
Old Classic Indian Ad of Rasna - 1
Old Classic Indian Ad of Rasna - 1
::2010/08/13::
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7
Kaathirunnatharkkuvendi-Rasna   Album Ninneyum thedi by Gallery Vision
Kaathirunnatharkkuvendi-Rasna Album Ninneyum thedi by Gallery Vision
::2011/09/13::
Play Video
8
Sa Rasna Dhan Dhan Hai [Full Song] Hum Aise Apradhi
Sa Rasna Dhan Dhan Hai [Full Song] Hum Aise Apradhi
::2011/05/10::
Play Video
9
AWESOME SHABAD-Rasna Japti Tuhi Tuhi (Must Listen)
AWESOME SHABAD-Rasna Japti Tuhi Tuhi (Must Listen)
::2011/01/09::
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10
Rasna new tvc ft. Akshay kumar
Rasna new tvc ft. Akshay kumar
::2015/02/20::
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11
rasna pe agar tera naam rahe
rasna pe agar tera naam rahe
::2014/01/16::
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12
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)
::2013/09/29::
Play Video
13
Ningalkkum Aakam Kodeeshwaran - Serial Actors Shaju and Rasna
Ningalkkum Aakam Kodeeshwaran - Serial Actors Shaju and Rasna
::2013/04/17::
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14
Ankita Rasna commercial 2
Ankita Rasna commercial 2
::2007/04/14::
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15
Taruni Sachdev and Karisma Kapoor Rasna AD
Taruni Sachdev and Karisma Kapoor Rasna AD
::2012/05/15::
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16
Super Dancer Junior 2 Off Camera - Razna ( Serial Artist)
Super Dancer Junior 2 Off Camera - Razna ( Serial Artist)
::2011/03/04::
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17
Sa Rasna Dhann Dhann Hai Bhai Sarabjit  Singh Laadi
Sa Rasna Dhann Dhann Hai Bhai Sarabjit Singh Laadi
::2010/05/26::
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18
(Bhajan) Om Bol Meri Rasna Ghadi Ghadi
(Bhajan) Om Bol Meri Rasna Ghadi Ghadi
::2011/05/11::
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19
Malayalam serial actress rasna hot
Malayalam serial actress rasna hot
::2012/05/26::
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20
Rasna Commercial, Queen of Hammer, I Love you Rasna,
Rasna Commercial, Queen of Hammer, I Love you Rasna,
::2011/10/07::
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21
sa rasna dhan dhan hai.mpg
sa rasna dhan dhan hai.mpg
::2010/04/13::
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22
Rasna Commercial 1 - Doordarshan
Rasna Commercial 1 - Doordarshan
::2008/10/19::
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23
Rasna & David
Rasna & David
::2014/06/11::
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24
Bhai Sarabjit Singh - Rasna Japti tuhi tuhi
Bhai Sarabjit Singh - Rasna Japti tuhi tuhi
::2008/04/28::
Play Video
25
ANUP JALOTA - RASNA NIS DIN BHAJ HARI NAAM (BHAJANANJALI VOL.2)
ANUP JALOTA - RASNA NIS DIN BHAJ HARI NAAM (BHAJANANJALI VOL.2)
::2013/11/09::
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26
Genelia in latest Rasna commercial
Genelia in latest Rasna commercial
::2012/03/22::
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27
Prica iz Rasna
Prica iz Rasna
::2013/10/23::
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28
Dara Bubamara - Ja sam rasna Bosanka - (Intervju)
Dara Bubamara - Ja sam rasna Bosanka - (Intervju)
::2015/01/12::
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29
Rasna | Indresh Upadhyay | Video Launching 27 November 2014
Rasna | Indresh Upadhyay | Video Launching 27 November 2014
::2014/11/24::
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30
Suchi Bhai Rasna By Bhai Harjinder Singh Ji Sri Nagar Wale Kirtan At Gurdwara Mitha Tiwana Model Town Hoshiarpur  Pb india 15 July2010am
Suchi Bhai Rasna By Bhai Harjinder Singh Ji Sri Nagar Wale Kirtan At Gurdwara Mitha Tiwana Model Town Hoshiarpur Pb india 15 July2010am
::2010/09/18::
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31
Kirat Prabh Ki Gao Meri Rasna By Bhai Amarjit Singh Ji Patiala Wale
Kirat Prabh Ki Gao Meri Rasna By Bhai Amarjit Singh Ji Patiala Wale
::2013/06/25::
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32
Rasna Life Mein Rasna Milaofy 60sec Hindi
Rasna Life Mein Rasna Milaofy 60sec Hindi
::2014/03/26::
Play Video
33
Rasna Japti Tuhi Tuhi - Bhai Satvinder Singh Ji and Jatha Ji
Rasna Japti Tuhi Tuhi - Bhai Satvinder Singh Ji and Jatha Ji
::2013/03/18::
Play Video
34
Bhai Harjinder Singh Ji (Srinagar Wale) - Suchi Bhai Rasna
Bhai Harjinder Singh Ji (Srinagar Wale) - Suchi Bhai Rasna
::2014/04/14::
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35
Rasna Gun Gopal - Bhai Gagandeep Singh (Sri Ganga Nagar Wale)
Rasna Gun Gopal - Bhai Gagandeep Singh (Sri Ganga Nagar Wale)
::2014/03/21::
Play Video
36
Rasna Japti - Bhai Harpreet Singh (Hazoori Ragi Darbar Sahib Amritsar)
Rasna Japti - Bhai Harpreet Singh (Hazoori Ragi Darbar Sahib Amritsar)
::2014/06/18::
Play Video
37
Bhai Lakhvinder Singh Ji   Nirmal Rasna Amrit Piyo From Ragga Music   9868019033
Bhai Lakhvinder Singh Ji Nirmal Rasna Amrit Piyo From Ragga Music 9868019033
::2009/06/13::
Play Video
38
Bibi Asees Kaur Deedar Kaur (Panipat Wale) - Rasna Japti Tuhi Tuhi
Bibi Asees Kaur Deedar Kaur (Panipat Wale) - Rasna Japti Tuhi Tuhi
::2014/09/24::
Play Video
39
Bhai Gurdev Singh Ji - Kabeer Meri Simrani Rasna Uppar Ram from Ragga Music - 9868019033
Bhai Gurdev Singh Ji - Kabeer Meri Simrani Rasna Uppar Ram from Ragga Music - 9868019033
::2013/09/20::
Play Video
40
Rasna New Ad 2014 # Life me Rasna Milaofy Hostel
Rasna New Ad 2014 # Life me Rasna Milaofy Hostel
::2014/05/29::
Play Video
41
RASNA 15SEC
RASNA 15SEC
::2015/02/19::
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42
Rasna + Chirayu - Reception
Rasna + Chirayu - Reception
::2014/09/11::
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43
Tum hi mere rasna- SAI is our loving mother.wmv
Tum hi mere rasna- SAI is our loving mother.wmv
::2010/05/02::
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44
Bhai Harjinder Singh Srinagar Wale - Suchi Bhai Rasna
Bhai Harjinder Singh Srinagar Wale - Suchi Bhai Rasna
::2012/02/04::
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45
Review - Desi Murli Pan Rasna - HookahPro.com
Review - Desi Murli Pan Rasna - HookahPro.com
::2010/04/28::
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46
Trailer - Here We Are - Rasna & Chirayu - Thailand Wedding Film
Trailer - Here We Are - Rasna & Chirayu - Thailand Wedding Film
::2014/06/20::
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47
Akshay Kumar says I Love You Rasna Unveils new TVC in Chennai
Akshay Kumar says I Love You Rasna Unveils new TVC in Chennai
::2015/02/19::
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48
Rasna: My family is very supportive, especially mother
Rasna: My family is very supportive, especially mother
::2013/11/11::
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49
Rasna Japti Tu Hi Tu Hi by Rahat Fateh Ali Khan
Rasna Japti Tu Hi Tu Hi by Rahat Fateh Ali Khan
::2015/02/19::
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50
Gur Rasna Amrit Boldi By Bhai Harjinder Singh Ji Sri Nagar Wale
Gur Rasna Amrit Boldi By Bhai Harjinder Singh Ji Sri Nagar Wale
::2014/01/05::
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This article is about the soft drink Rasna. For the Etruscans calling themselves (syncopated) Rasna, see Etruscan civilisation. For the village in in eastern Estonia, see Räsna.
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 INR3.5 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 and Kapil Dev have been Rasna's brand ambassadors.[15] Currently, Rasna's brand ambassadors are Virender Sehwag and Genelia D'Souza.[5] 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.[16][17]

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.[18] 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 of Kraft Foods.[19] Rasna made another attempt at acquisition in 2003 itself, when it attempted to buy Brown & Polson and Rex Jelly brands from Hindustan Lever.[20] 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.[21] India was the first market where Coca-Cola launched its soft drink concentrate brand, Sunfill.[22] This brand too did not do well and was withdrawn in 2004, failing to break Rasna's monopoly in the segment.[23] Like Tang, Sunfill too has been recently relaunched in India, in 2011.[24]

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 c "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, edited by Tony; Epstein,, Marc J., Shelton, Robert (2007). 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. ^ "'World's biggest glass' unveiled". The Times of India. 29 May 2009. Retrieved 12 March 2012. 
  17. ^ "Rasna carnival under way". The Hindu. 29 May 2009. Retrieved 12 March 2012. 
  18. ^ "Kraft Foods' Tang Plant Up For Sale". The Financial Express. 22 March 2003. Retrieved 12 March 2012. 
  19. ^ "Cadbury to make Tang in India". The Hindu Business Line. 18 November 2010. Retrieved 12 March 2012. 
  20. ^ "HLL Drops Plan To Sell Rex, Brown & Polson Brands". The Financial Express. 1 August 2003. Retrieved 12 March 2012. 
  21. ^ "Rasna in outsourcing talks with Carrefour". The Economic Times. 16 November 2006. Retrieved 12 March 2012. 
  22. ^ "Coca-Cola introduces powdered concentrate". The Hindu. 22 November 2001. Retrieved 12 March 2012. 
  23. ^ "Sunfill on backburner, Vanilla Coke moves slowly". The Financial Express. 23 November 2004. Retrieved 12 March 2012. 
  24. ^ "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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