Rasna to expand distribution

Rasna plans to ramp up its national distribution network from 16 lakh retail outlets to 20 lakh by the end of 2005. The company has seven regional offices and a distribution network that includes 5 lakh direct retailers and 11 lakh in-direct retailers.

"Distribution muscle is important to reach out to the masses," said Rajesh Mehta, general manager, marketing, Rasna.

Most of the company's soft drink concentrate brands are available in sachets for as low as 50 paisa per glass. Rasna is the market leader in the Rs 300 crore soft drink concentrate category with an estimated 93 per cent share of volumes. The other players in the market include Sunfill and Tang.

The company also plans to bringing into India some of its brands from its exports portfolio which has about 40-50 products. The products are available in 40 countries, the manufacturing base for which is in Sharjah. The products include syrups, food pastes and other ethnic snacks.

"We are studying the possibility of launching an ethnic snack brand called Bollywood Bites from our export portfolio sometime this year," added Mehta.

Rasna's brands include the flagship Rasna Utsav, Juc-up, Ek ka do, Shake up and Cola Cola. Besides these brands, it has a presence in the 'ready to serve' dispenser market, with 500 dispensers in 10 cities.

It has targeted increasing the number of dispensers to 2,000 in the next two to three years.