New Delhi, March 11 Rasna, the leading company in the instant drinks market, expects double-digit growth this season, driven by factors such as a favorable summer and a focus on reduced-sugar formulations, as well as fortified drinks, according to its Chairman, Piruz Khambatta.
The company stated that, like other industry players, its performance in 2025 was affected by unprecedented rainfall across the country; however, it expressed confidence that 2026 would see a recovery, supported by forecasts of a strong summer similar to 2024, which recorded peak consumption.
The Ahmedabad-based company has introduced Nutri+, fortified with vitamins and minerals, targeting consumers with an affordable functional beverage for their children, which is backed by nearly five decades of brand trust, he said.
"I do expect at least double-digit growth over 2024," Khambatta told
Rasna, which commands over 70 per cent of the concentrate market, estimated to be around Rs 2,000 crore, has a budget marketing plan as the summer season approaches.
The company, with distribution across 1.3 million outlets, is further strengthening its reach in semi-urban and rural markets, which form the bulk of the concentrate category.
A budget marketing plan has also been lined up for the season. It is also tapping micro and local influencers to promote the new launches.
Moreover, Rasna is also consistently reducing the sugar content in its products to appeal to millennials.
"In our category, we were the first ones to introduce a lot of low-sugar products. So, a lot of young people who want less sugar are moving to Rasna," he said, adding that its new five-stick product now contains one-third the sugar.
The company has also introduced a new Rs 10 product with one-fourth the sugar.
"Even our new Ready-to-Drink (RTD) product, Jumpin juice, has half the sugar. So, we believe that over time, we should reduce sugar because customers, the millennials, are moving towards products with less sugar," said Khambatta.
Khambatta further stated that, as part of its next strategy, it is now reducing sugar.
As part of its strategy, Rasna is also moving away from seasonality in its business, where it is growing in adjacent areas, such as Jumpin, a fruit drink brand that it acquired from Hershey's India last year. It is also focusing on the Ready-to-Drink (RTD) market, with a focus on healthier, reduced-sugar formulations in PET bottles and Tetra packs.
"So, we have honey, we have soup, we have protein powder. We are trying to move to these products in the off-season months," he said.
Besides, the domestic market, Rasna also exports to the Middle East and European markets, in large tin packs.
Exports contribute to 40 per cent of Rasna's revenue, Khambatta added.