Rasna plans foray into premium beverage segment

KOLKATA: India's largest instant drink maker Rasna will introduce a second brand for the first time to enter the premium beverage segment and expand its health beverage portfolio as it expects the premium segment to drive growth in the future.

"Even though the mass market will reign for the next three-five years, future growth will come from the premium segment. Hence, the need to have our foothold in the premium market," Rasna Chairman & Managing Director Piruz Khambatta said. "This would require a new brand since Rasna has recall mainly in the mass segment," he added.

The Ahmedabad-based company hopes to launch the new brand this year itself, but is yet to finalise a name for it. Khambatta said Rasna is also building a separate distribution channel for this product which will initially target markets like Mumbai, Delhi and Bangalore.