Chandigarh, May 28: Soft drink concentrate (SDC) major Rasna plans to intorduce regional flavours shortly to capture an even more sizeable share of the SDC market.
"We are identifying regional flavours all across the country and testing their viability. For example, in north we have Jaljeera and in Maharashtra region Kokum is popular. By introducing the regional flavours, it will help us further expand our base in the SDC market," Rasna's AGM (Marketing), Rajesh Mehta, said. He said the Rs 225-crore Ahmedabad-based company had recently launched a Cola Cola variant and sold 150 million glasses in one month's time. "The company is hoping to sell a billion Cola Cola glasses by year end," he said. Mehta said the SDC market was growing and Rasna had 87 per cent volume share in 2002, which now stood at 93 per cent.
He said the company also plans to add 500 distributors by the end of 2004. "Also, as a part of our market expansion strategy, Rasna has recently signed on Bollywood star Karisma Kapoor as its brand ambassador," he said. Bureau Report