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Rasna has roped in well known singer Asha Bhonsle to push
its revamped corporate image - 'Relish A Gain', and with it,
the new brand policies unleashed by the company recently.
Rasna
Rasila becomes the first brand in the country to gain the
support of Asha, the company claims. The jingle with its contemporary
rhythm is nostalgic and aims to appeal to every Indian across
the country, it says. "The ‘Rasna Utsav Mix" album, with Asha
lending her voice to the lyrics is now being marketed in the
form of cassettes and CDs priced at Rs. 55 and Rs. 195 in
all major cities.
The company's new brand strategy
involves a more significant health gain of
glucose, calcium and vitamin C in its latest product "Utsav",
which is available in ten flavours and comes in three pack
sizes- one litre, six litre, and eighteen litre. The packs
cost Rs 5, Rs 28.50 and Rs 65.50 respectively.
Rasna chairman and managing director Piruz Khambatta says
that Rasna’s new long-term strategy has been launched with
the main focus centered around the Rasna leaf. Its corporate
strategy would be driven by five values that include, "Individual
performance-employee attitude", "Economic enhancement-corporate
responsibility", "Creating gain-value enhancement", "Tribe
in action-employee behaviour" and "Relish-delivery", he says.
Khambatta adds that his target is to increase per capita consumption
of Rasna from the present number of 15 glasses to 100 glasses
by 2005 and also to reach the brand to one billion Indians
annually.
The new Rasna "Rozana" line comprises "Rozana Amrit", "Fruit
Booster" (International) and "Ras" which are all affordably
priced, natural, healthy ready-to-drink products.
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