Actor Karisma Kapoor Launch ‘Rasna Ju-C’

RealJuice…Authentic Rasna

~Rasna girl Avan Khambatta and Actor Karisma Kapoor Launch ‘Rasna Ju-C’ ~

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New Delhi, 30 April, 2013:

Rasna, the leader in the concentrated drinks category and largest manufacturers of instant powder in the world, stormed into the ready-to-drink beverage segment with the launch of a refreshing new offering Rasna Ju-C to its strong powder concentrate portfolio. A large bottle of the new ‘Rasna Ju-C’ was unveiled in the national capital byRasna girl and the daughter of Chairman Piruz Khambatta, Avan Khambatta and Bollywood actor, Karisma Kapoor.

Ju-C is designed to facilitate the rapid expansion of Rasna’spresence into venues where healthier, quick serve options have become an essential component of the menu offering, such as K-12 schools, college campuses &university locations, convenience stores, mom and pop storesincluding entertainment venues. The new range is expected to leave consumers wanting for more.

Ju-C will be available across the country in four tempting flavours (Mango, Apple, Orange and Mixed). The beverage will be available in a very convenient and preferred format – 250 ml bottle - priced at Rs 18/-; the 1-litre bottle is priced at Rs.65 for Mango and Rs. 75 for Apple, Orange & Mixed.

Mr. Piruz Khambatta, CMD, Rasna said, “Rasna has come a long way in the soft beverage category ever since it was started several decades ago. Not only has the company understood the requirements of the Indian consumer, it has, at all times made efforts to offer the best possible value proposition in keeping with the Indian mindset of ‘value for money’. Rasna Ju-C is a brand new and innovative addition to our existing portfolio and is sure fulfill the need gaps for consumers, basis their tastes and preferences. The introduction of the new category signifies our acknowledgement that we have developed an innovative product and believe in offering the best products to our customers; products that are enriched with natural taste, more nutritional value and a variety of flavours albeit at very competitive prices.”

Rasna Ju-C and all ready to drink fruit beverage will be launched from our new division- Rasna Beverages Division. This division will operate as an independent business unit, based out of Delhi and is headed by President and CEO Mr Arshad Siddiqui. Complete dedicated sales, marketing, operation and quality control teams are already in place.

Mr. Arshad Siddiqui, CEO & President, Rasna Beverages Division added, “There is an increasing trend of consumers making healthy choices in their food consumption. Rasna Ju-C juices are being introduced on the platform of tastier, healthier and fun. This is a differentiated proposition which we believe will help to garner larger market share. He also added, Ju-C with 100% RDA of Vitamin C is a convenience of pet bottle will cater to today’s active kids who need constant energy.”

Mr. Khambatta, further added, “The Indian beverage industry is at the cusp of a revolution, fuelled by changing lifestyles, a growing middle class, rapid urbanisation and increased disposable income. For a kid, when thirst needs to be quenched, energy needs a quick boost and nothing can beat glass of chilled Rasna drink. Our philosophy is simple “innovate and be a leader on product platform.”

Karisma Kapoor said, “We have all grown up consuming Rasna. Who can forget the cute face of Rasna girl? I am happy Rasna is getting into fruit beverages”.

About Rasna:

Rasna Pvt. Ltd. is one of the most awarded and respected family-owned business house and one of the largest manufacturer and exporter of beverage and processed food in India. Rasna created a category of soft drink concentrate in the beverage category and continues to dominate the segment with a 90 per cent market share. Today,the company has the largest capacity in Asia to make powder concentrate with 7 facilities spread across the country.

The company has a huge distribution network comprising 35 depots, 2,500 stockists, 1.8 million retail outlets and a sales force of over 700 across the country. Rasna’s products are available in more than 40 countries worldwide. Rasna’s philosophy rests on producing and marketing the best of products and developing long-term relations in the market. Over the last 10 years, Rasna has successfully spread its wings with its Exports Division, offering the extremely successful Soft Drink Concentrates, Instant Drink Powders and Ethnic range of products to the global markets. Rasna has also been awarded with The International Taste and Quality Institute (iTQi) award and host of other awards and applauses.

For further information, please contact Imprimis:

Yash Anand: +91 9810517417

Isha Raj: +91 9711348461

Harleen Saroya: +91 9899443604