With an exclusive market strategy in place for its new brand Rasna Ju-C, Gujaratâ€™s home-grown player, Rasna, fondly known for creating the soft drink concentrate category in beverages, is targeting at achieving a turnover of Rs 400 crores and a market share of 4-4.5 per cent at the end of three years. Rasna has recently forayed into a new category- the read-to-drink beverages with the launch of Rasna Ju-C.
The ready-to-drink beverages industry in India is already a cluttered space with PepsiCoâ€™s Tropicana and Daburâ€™s Real Fruit juice as the dominant players. Rasna, which, according to estimates, enjoys more than 80 per cent market share in the powdered and concentrates category, will need to recreate the same success story for Ju-C to compete in the Rs 5000 crore beverages industry growing between 15-20 per cent.
Ju-C seeks to target kids who are adventurous and its communication approach will also reflect that tonality. It will organise adventure-centric BTL activities in schools, and in association with the RWAs. The campaign will hit the market in mid-May and will be primarily be led by outdoor communication, print and radio. The company has also introduced a new Rasna girl, Avan Khambatta, who is the daughter of the Chairman of Rasna, Piruz Khambatta.
Rasna has formed a separate division, Rasna Beverages, which will operate as an independent business unit and will manufacture and market Rasna Ju-C. In fact, all the subsequent ready-to-drink formats that Rasna launches will be part of this new entity.
Ju-C which is positioned as a nutritionally healthy beverage having 100 per cent RDA of Vitamin Cis targeted towards 8-14 years old children. The drink has been launched in four flavours- mango, orange, apple and mixed fruit with a 250 ml bottle competitively priced at Rs 18 and a 1-litre bottle at Rs 65 for mango and Rs 75 for the other flavours.
Arshad Siddiqui, CEO and President, Rasna Beverages Division is of the opinion that save aside Real, there arenâ€™t many brands targeting kids, and with the strong brand equity of Rasna, there is definite traction in this space. Moreover, in his view, the juice market has move from a healthy positioning towards a lifestyle one. Juices, says Siddiqui, are no longer breakfast table products but are also consumed as snacks. For Ju-C, Rasna is targeting at achieving a turnover of Rs 400 crores and a market share of 4-4.5 per cent at the end of three years.
While Ju-C is priced a tad lower than its competitors, another differentiator that Rasna is hoping to gain from is the packaging. Ju-C has been launched in a pet-bottle; a move that Siddiqui feels will help increase the brandâ€™s appeal among kids, who are constantly on the move. He also remarks that there is currently no other kidsâ€™ brand offering a pet bottle.
The beverage has been launched in Delhi and NCR and will be launched in the rest of the country in phases, starting with the North, the biggest market for food-based drinks, West, South, and East. By March 2014, the company plans to make the product available in all markets having a population greater than one lakh.
On whether the company is nursing any plans of entering into a joint venture, Siddiqui says that they are open to tying up with foreign players from a distribution standpoint but not from an equity perspective.