Rasna gets Asha to promote new brand image

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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