Rasna enters ready-to-drink beverage market

Rasna enters  ready-to-drink  beverage market
Highlights

Fruit drink concentrate maker Rasna on Tuesday entered the ready-to-drink beverage segment in the country...

Fruit drink concentrate maker Rasna on Tuesday entered the ready-to-drink beverage segment in the country with launching four variants of juices and said it expects Rs 500 crore revenues from the category in the next three years.

"We would be happy if it (beverage segment) becomes Rs 500 crore entity in the next 2-3 years," Rasna CMD Piruz Khambatta said here. The juice segment in the country is estimated to be around Rs 5,000 crore per annum, he added. The company also plans to come up with its own manufacturing plant to come out with ready to drink beverages.

"Currently, we have contract manufacturing arrangement for juices. In the next six months, we plan to come up with our own plant at an investment of around 50-60 crore," Khambatta said. At present, the company has seven facilities across the country to make powder concentrates. Khambatta said that the company would be adding around five more flavours in juice category and would also look at launching other beverage products in the near future.

The company, which currently has more than 80 per cent market share in the powder concentrates market, has come up with a separate entity--Rasna Beverages Division--to spearhead ready to drink vertical.

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