Fruit drink concentrate maker Rasna today
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 a Rs 500 crore entity in the next 2-3
years," Rasna Chairman and Managing Director Piruz Khambatta told
reporters 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.
Rasna has
launched juices under the brand name 'Rasna Ju-C' in four flavours --
mango, apple, orange and mixed -- across the country. The juices would
be available 1 litre and 250 ml PET bottles.
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