Rasna, a beloved homegrown beverage brand, has once again redefined the refreshment experience with the launch of Rasna Rich, a new, thicker, and more flavorful powder concentrate that promises a premium taste while maintaining incredible value for money. Available in a range of refreshing fruit flavors, Rasna Rich is set to elevate your drinking experience, offering an unbeatable combination of taste, affordability, and nutrition.
Rasna Rich is designed to provide an enhanced flavor profile with each sip, ensuring a richer, tastier experience for consumers. The product is available in a variety of classic fruit flavors including Mango, Orange, Lemon, Pineapple, Guava, and Mixfruit. However, the standout flavor in the new lineup is Mango, which continues to enjoy enduring popularity as a premium choice for fruit drinks.
One of the most remarkable features of Rasna Rich is its unbeatable value. For just ₹10 per sachet, consumers can prepare three glasses of refreshing, flavorful fruit drink, making it one of the most cost-effective beverage options on the market. Compared to other mango drinks, which often cost ₹10 to ₹20 per glass, Rasna Rich delivers superior taste and affordability, providing an economical solution without compromising on quality.
What sets Rasna Rich apart from other fruit drinks is its nutritional boost. The product is fortified with 21 essential vitamins and minerals, offering a wholesome, health-conscious alternative to sugary beverages. This makes it a great choice for those seeking a refreshment that’s not only delicious but also nutritious. Whether you’re heading to school, packing for a picnic, or traveling, the convenient sachet packaging ensures that Rasna Rich is an ideal companion for on-the-go moments.
Rasna’s deep commitment to Indian values shines through in this new product. Piruz Khambatta, Group Chairman of Rasna International, shared, “Rasna Rich reflects the aspirations of Indian consumers—an Atmanirbhar brand delivering international quality at affordable prices. With this launch, we aim to strengthen our presence in homes across India and continue our journey in the ₹20,000-crore fruit drinks market.”
To complement the launch of Rasna Rich, the brand has introduced a touching advertising campaign that taps into the emotions of Indian families. Created by the acclaimed agency The Womb, the campaign focuses on the universal joys of childhood and the importance of shared moments with loved ones.
The ad features two young boys eagerly preparing Rasna for themselves while eagerly awaiting the day their little sister will join them in enjoying it. This heartwarming narrative speaks to families from Kalyan to Kolkata and Bathinda to Bengaluru, capturing the essence of Indian culture where sharing a drink with family is an act of love and togetherness.
Rasna has positioned Rasna Rich as a “sharing pack,” ideal for creating cherished memories with friends and family. The ad’s emotive storytelling helps solidify Rasna’s deep emotional connection with consumers, reminding them of the simpler joys of life and the bonds formed over a glass of Rasna.
In addition to the heartwarming commercial, Rasna has implemented an extensive 360-degree marketing strategy to maximize reach and engagement. The campaign spans multiple platforms, including:
- Television, print, and digital media: Reaching a wide range of consumers across various media channels.
- Influencer Collaborations: The brand has partnered with 10 top influencers to engage with Gen Z audiences, ensuring that Rasna Rich resonates with younger generations as well.
- On-ground activations and sampling: In-store displays and direct consumer interactions are key components of the campaign, allowing Rasna to connect with audiences in a more tangible and personalized way.
This comprehensive approach ensures that Rasna Rich will be visible to a diverse range of consumers, further strengthening its foothold in the highly competitive fruit drink market.
Rasna Rich isn’t just about great taste—it’s about offering a premium refreshment experience that is also practical and affordable. Whether you’re looking to quench your thirst on a hot summer day, celebrate a family gathering, or provide your kids with a nutritious drink, Rasna Rich ticks all the boxes. The product’s fortification with vitamins and minerals ensures that you’re making a health-conscious choice without compromising on flavor.
With Rasna Rich, the iconic beverage brand has raised the bar for the fruit drink industry by offering a premium, flavorful experience at an unbeatable price. Combined with its nostalgic and emotionally charged ad campaign, Rasna Rich is set to make waves across India, reuniting families, creating memories, and bringing people closer—one refreshing glass at a time.
