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Rasna's desi range, comprising Nagpur Orange & Alphonso Mango, at Re 1
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Saturday, 13 April, 2013, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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fiogf49gjkf0d With the onset of summers, Rasna will launch four origin-driven variants of Rasna Fruit Fun, the starting price point of which is Re 1 for two glasses. The flavours are Nagpur Orange, Alphonso Mango, Shikanji Nimbupani and Chowpatty Kalakhatta.
The launch is the result of extensive research undertaken by the Ahmedabad-based soft drink concentrate maker to identify flavours that consumers can easily relate to and connect with. Rasna has not changed its basic price points (Re 1, Rs 2 and Rs 10) in over ten years.
Sticking to the palate Indian consumers are familiar with, with flavours like Kesar Elaichi and Shahi Gulab Rose, only makes sense, given that consumers identify certain ingredients with a specific region more strongly than others.
Piruz Khambatta, chairman and managing director, Rasna, said, “Rasna believes in offering the best products to its customers; products that are enriched with natural taste, more nutritional value and a variety of flavours albeit at very competitive prices.”
“Rasna has always maintained constancy in its pricing strategy. This summer Rasna introduces the new range of flavours at an economical price,” he said.
Khambatta added, “We intend to offer convenience and a hassle-free experience to our consumer base, which is reflected in the various stick-keeing units (SKUs) that we have been offering.”
“For instance, children and adults can carry the easy-to-use sachets to their schools, playgrounds and workplaces and enjoy the drink, whereas the big pack can be enjoyed at home,” he said.
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