| Domestic brands usually battle for recognition on
equal terms with global brands. But in the case of Rasna Private Limited,
the Most Trusted Brands Survey 2003 proves otherwise, says a company
release.
According to Rasna, chairman and managing director, Piruz Khambatta,
"We have always strived to provide the best quality and value
for money products to our consumers and it is heartening to see
that we have succeeded in earning their trust and loyalty. Having
risen four places from last year to being the 15th most trusted
brand in the country, Rasna aims to enhance its efforts to further
increase customer satisfaction. Our goal is to have the soliloquy
'I love you Rasna' on the lips of a billion satisfied Indians."
The excellence of the products is a quality products to suit every
socio-economic segment and a widespread distribution network comprising
over 11 lakh outlets, say the release. Rasna's consumption has increased
to two billion glasses per year and its products are available in
six million households in the country. T
Recently Rasna has also launched products in SDC like 'Rasna',
'Rasna Juc-up' and 'Rasna Utsav'and milk additive categories 'Rasna
Shake-up'. Rasna embarked on a unique initiative to expand the SDC
market with its extremely affordable product 'Rasna Ek ka Do', a
two glass soft drink sachet priced at Rs 1, which had popularised
it in rural and semi-rural markets. The company has also laid out
an extensive retail strategy to make this product available in the
remotest corners of the country.
The single biggest attempt by an Indian company to grow the market
has resulted in a significant expansion of the category with a 65.9
per cent increase in the rural and 25.4 per cent increase in the
urban market.
'Rasna Shake Up' is available not only to the SEC A and B but also
lower income households because of very competitive pricing and
an extensive distribution network.
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