Rasna enters fruit juice space with Rasna Juc Fit

BANGALORE: Indian Soft Drink Concentrate (SDC) player Rasna has forayed into the highly competitive fruit juice market by launching Rasna Juc Fit, which will be available in three flavours - Orange, Mango and Mixed Fruit - at selected outlets.

The 200ml tetra pack of Rasna Juc Fit will be available for Rs.10 while the one-liter carries a price tag of Rs.45.

The new product launch is to be backed by an aggressive marketing strategy and a strengthened dealer network of 1.7 million retailers. Hrithik Roshan is endorsing Rasna Juc Fit.
Rasna GM Marketing Aurobindo Mohanty said, "The communications strategy for the launch of Rasna Juc Fit is based on a 360 degree approach where we will attempt to reach the consumer at every possible touch point. By next week you will see the ad campaign in the print and other media. TV commercials are definitely on the anvil, but not in the immediate future.

Mohanty hinted that the campaign budget would be a sizeable one. At present Rasna spends around Rs 200 million towards products promotions annually.

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