Saturday, May 26, 2018


Rasna sets up plant in Chittoor and introduces baked sweet snack Vitos
Friday, 24 February, 2017, 08 : 00 AM [IST]
Harcha Bhaskar, Mumbai
Rasna International Pvt Ltd, one of the largest manufacturers of instant fruit concentrates, has set up a new powder plant in Chittoor, Andhra Pradesh, which will add 20 per cent to the company’s capacity, and launched Vitos, a baked sweet snack. It also launched Pyarelal Ka Bachpan Ka Pyar, a new advertisement campaign for the product.

Piruz Khambatta, chairman and managing director, Rasna International Pvt Ltd, said, “Vitos is our answer to the huge opportunity in the evening snack and kids back from school segments. This product will drive the proposition of evening snacking in a tasty and healthy manner.”

“Unlike fried chips and namkeens (which contain 40 per cent fat), Vitos is a baked product made with ragi and wheat. It has 14 nutrients, making it an ideal health supplement for kids,” he added.

“Rasna has kept its promise of healthy tasty products for the masses at an affordable price of Rs 10 per pouch. The focus will now be on increasing the penetration of Vitos by leveraging our robust marketing and distribution network,” Khambatta stated.

“The snack market is currently valued at Rs 5,000 crore, and is growing annually at 15 per cent. We plan to get a five per cent share (i.e. Rs 250 crore) in the next three years. Though the product is currently available in two flavours (chocolate and strawberry), we have already initiated research and development (R&D) for ethnic sweet flavours,” he added.

“We look forward to export the product into the Middle Eastern and African region. The product is currently manufactured at the company’s plant in Hosur, Karnataka,” Khambatta stated.

According to market researcher Euromonitor, sweet and savoury snacks have grown by 26 per cent, the highest within the packaged food segment, between 2010 and 2015.

“Currently, Rasna has nine manufacturing facilities across India. This new facility will be integral for Rasna to not only strengthen the market share in the powder drink segment, but also compete with fruit drinks,” said Khambatta.

The company is considered as one of the most trusted and original Made in India brands. It is  a market leader with 85 per cent share in the powdered drink segment.

The brand has not increased the maximum retail price (MRP) of its product since its launch two decades ago. It is still available at Rs 2 per glass.

The newly-launched campaign aims at celebrating the brand’s journey of spreading love for decades across generations.

Speaking on the launch of the new ad campaign Khambatta, said, “Over the years, Rasna has unveiled some of the most remarkable and lovable campaigns.”

“Our latest campaign has been created keeping in mind the fact that our journey encompasses generations, wherein we have spread love and served more than 120 billion glasses,” he added.

“Unlike earlier campaigns, wherein our mascot has always been a girl aged between three and eight years, this time, we have roped in two iconic Bollywood veteran actors,” Khambatta stated.

“I am confident that their charm as Rasna’s 60-year-old grand man and grand lady, will amplify the overall impact of our ads,” he added.  

“Rasna’s Pyarelal Ka Bachpan Ka Pyar campaign is spread in three parts, including teasers followed by ad films of two minutes, 40 seconds, 30 seconds and shorter durations,” Khambatta stated.

“The latest ad campaign has been conceptualised by Scarecrow Communications and produced by Chrome Films, and explores different formats and platforms in order to cater to the interest levels of people of all age groups,” he added.
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