Soft drink concentrate and beverage maker Rasna is now planning to enter the fortified water space soon. Rasna’s newly formed beverages division that manufactures and markets its Ju-C brand of ready-to-drink fruit juices, is likely to launch fortified-water (or vitamin added water) in the coming months.
“Fortified water is definitely a part of our portfolio, and from the beverages division we are planning to launch some two to three more products in the coming months,” said Piruz Khambatta, chairman and managing director of Rasna Pvt Ltd.
Rasna created a category of soft drink concentrate in the beverage category and today, the company has the largest capacity in Asia to make powder concentrate with seven facilities spread across the country.
The company at present enjoys over 80 per cent market share in the powdered and concentrates category.
Khambatta, said, “Rasna has come a long way in the soft beverage category ever since it was started several decades ago. It has, at all times made efforts to offer the best possible value proposition in keeping with the Indian mindset of ‘value for money’.
The introduction of the new category signifies our acknowledgement that we have developed an innovative product and believe in offering the best products to our customers; products that are enriched with natural taste, more nutritional value and a variety of flavours albeit at very competitive prices.”