Rasna's Power Play: Doubling Down on Distribution, Richer Drinks, and Expansion

Instant drink maker Rasna International aims for 30-40% growth in FY26, driven by early summer demand, capacity expansion, and distribution growth. The company has launched Rasna Rich, a fruit drink powder concentrate, to capture a share of India’s ₹20,000 crore fruit juice market and plans to introduce a ready-to-drink variant soon.

Chairman Piruz Khambatta announced a ₹40-50 crore investment in a new manufacturing plant in Patna, the company’s 12th facility, with an annual capacity of 2 million cases. This plant will enhance access to litchi food concentrates.

Rasna Rich, positioned as a "richer, thicker, tastier" mango-flavored drink, is priced at ₹10 per pack (yielding three glasses), offering a cost-effective alternative to competitors.

The company is expanding its direct distribution network to one lakh outlets by next year, up from the current 1.8 million. Quick commerce, now contributing 3% to sales, is reshaping modern trade, while overall e-commerce accounts for 7%.

Despite strong urban demand, rural growth remains sluggish, a key factor in FMCG recovery. Rasna expects Rasna Rich to strengthen its urban market presence. Looking ahead, the company is developing a low-calorie, ready-to-drink wellness beverage and continues robust international growth across 60 countries.

News by Rahul Yelligetti.