Ahmedabad: Rasna, a homegrown beverage brand, has introduced ‘Rasna Rich’, a new thicker and tastier powder concentrate, offering a premium drinking experience at an unbeatable price. Each ₹10 sachet makes three glasses, making it one of the most affordable and value-driven fruit drinks available today.
The flagship flavor, Mango, leads the Rasna Rich lineup, given its premium appeal and year-round popularity. The product will also be available in Orange, Lemon, Pineapple, Guava, and Mixfruit flavors, expanding choices for consumers.
Compared to other mango drinks priced between ₹10 and ₹20 per glass, Rasna Rich delivers superior affordability while upholding the brand’s legacy of quality and taste. It is also fortified with 21 vitamins and minerals, making it a nutritious refreshment option. The convenient sachet packaging makes it ideal for schools, picnics, and travel.
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. With this launch, Rasna strengthens its presence in Indian households and takes further strides into the ₹20,000-crore fruit drinks market, delivering world-class refreshment at unbeatable value.”
To celebrate the launch, Rasna has unveiled a touching and relatable ad campaign, conceptualized by leading agency The Womb.
The campaign captures childhood innocence and the joy of sharing, positioning Rasna Rich as the “sharing pack” meant for creating and cherishing special moments with loved ones.
The ad follows two young boys eagerly making Rasna together, while waiting for their little sister to grow up and enjoy it with them. The emotive storytelling resonates with families across Kalyan to Kolkata and Bathinda to Bengaluru, reinforcing Rasna’s deep emotional connect with Indian consumers.
To amplify the campaign, Rasna has launched a 360-degree marketing strategy across:
Television, print, digital, and on-ground activations
Collaborations with 10 top influencers to engage Gen Z audiences
In-store displays, sampling drives, and direct consumer interactions
