Guwahati: Rasna, a beloved beverage of Indian families for generations, has launched a unique and novel product – ‘Rasna Rich’ – a powder concentrate that is not only rich in flavour, but full-bodied in texture and taste as well.
It also brings in an unmatched value proposition, each Rs 10-sachet making 3 glasses of beverage at an effective price of Rs 3 per glass.
The focus flavour in the new product is the king of fruits, Mango.
Mango is one of Rasna’s best-selling flavours and, therefore, a natural choice for its launch in the ‘Rasna Rich’ line-up.
Mango is associated with premiumness and exclusivity, but with the new Rasna Rich Mango it will now be conveniently available throughout the year.
The new Rasna Rich is also available in variety of other flavours like Orange, Lemon, Pineapple, Guava and Mixfruit.
Compared to other mango drinks priced between Rs10 and Rs 20 per glass, Rasna Rich provides affordability, over and above its proven legacy of quality products and taste.
True to its promise of good health and nutrition, Rasna Rich is fortified with 21 vitamins and minerals, adding to its product salience. The convenient sachet packaging makes it ideal for schools, picnics and travel.
Speaking at the launch, Piruz Khambatta, Group Chairman, Rasna International, said: “Our new product embodies the aspirations of Indian consumers, an Atmanirbhar brand that delivers international quality at affordable prices. Rasna has always believed in offering products that are deep-rooted in Indian values, seamlessly blending nutrition, health and taste.”
He added, “With this launch, Rasna strengthens its presence in Indian households and takes further strides into the Rs 20,000-crore fruit drinks market, delivering world-class refreshment at unbeatable value.”
To increase awareness about the new and exciting ‘Rasna Rich’ beverage lineup pan-India, the company has also kicked off a heartwarming new ad campaign, just in time for Summer 2025.
Conceptualized by leading advertising agency ‘The Womb’, the campaign taps into customer nostalgia by citing relatable, everyday moments that take viewers back to their childhood.
The advertisement beautifully captures the simple joy of two young boys making Rasna together while innocently waiting for their little sister to grow up and savour it with them. This beautiful ad film evokes emotions that connect people from Kalyan to Kolkata and Bathinda to Bengaluru.
The new Rs 10 pack which makes 3 glasses is also called the “sharing pack” and is all about “sharing and enjoying good times with the loved ones”, and the campaign drives this core brand value, rightly positioning Rasna Rich as a drink meant to be made and shared together with family and friends.
The ad has been shot in 60-second, 35-second and 15-second formats, and has been released in eight Indian languages to ensure its nationwide reach. With this campaign, Rasna will strengthen its emotional connect with consumers, while redefining summer refreshment for a new generation.
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To amplify this exciting promotional campaign, Rasna has rolled out a dynamic 360-degree marketing strategy, spanning television, print, digital and on-ground activations.
The brand has also roped in 10 top influencers to engage Gen Z audiences, alongside extensive in-store displays, sampling drives and direct consumer interactions.
