Rasna launches new fruit drink concentrate

Seeking to strengthen its position in India’s growing fruit drink market, Rasna has launched ‘Rasna Rich’, a new powdered fruit drink concentrate that the company claims is richer, thicker and tastier than existing options.

The move comes as the Rs 20,000-crore fruit drink market in India sees increasing demand, particularly in the mango-flavoured segment.

With the product, Rasna aims to challenge consumer perceptions that powdered drinks are thin and synthetic.

At a launch event, Piruz Khambatta, chairman of the Rasna Group, said many consumers still preferred ready-to-drink juices over powdered drinks due to concerns over taste and texture.

“With Rasna Rich, we want to change this mindset and offer a premium product that is affordable and nutritious,” he said. The product, priced at Rs 10 per sachet, yields three glasses.

As part of its expansion strategy, Rasna plans to add new distributors and increase its retail presence to one lakh outlets across India by next year.