Rasna plans to enter soft drink market

The Ahmedabad-based Pioma Industries, which owns the soft-drink concentrate brand Rasna, will soon launch a low cost soft drink in India.

Piruz Khambatta, chairman and managing director, said work is on in this direction, but refused to divulge precise details. Though the company is still deliberating on the price, Khambatta said, "It may not necessarily be called Rasna. A sub-brand is also not ruled out." The company will also be looking at taking the drink overseas in the future.

Rasna is now eyeing South America, Thailand, Malaysia and Europe to set up manufacturing units with $1 million investment in each unit. According to Khambatta, "With the free trade agreement, Indian FMCG companies should take a lead in pushing their products to become more competitive in the global arena."

To expand its retail reach, Rasna is scouting for strategic partners with a store-in-store format in mind.

As Khambatta puts it, "We are looking at more presence in retail stores. Talks are on with some retail chains for this."

The company is also planning to launch four new product categories for the international market. While Khambatta did not divulge the categories, Rasna already has a global presence in segments such as namkeen (with brands such as Bollywood Bites), candies and authentic Indian ethnic food, in easy-to-cook or ready-to-consume formats.

The company will be focusing on technologically superior products in fruits, vegetables, beverages and confectioneries to make Rasna a key player in the processed food industry.

Despite the expansion strategy, Khambatta said, Rasna would be a closely held company and ruled out plans of going public.