 Rasna Juc Fit
 After conquering an astounding 97 per cent share of the Indian soft drink concentrate (SDC) market, the mass consumer brand, Rasna Pvt Ltd, has made a foray into the highly competitive fruit juice market by launching Rasna Juc Fit.
Rasna Juc Fit is enriched with vital vitamins, minerals and calcium fulfilling the human body's daily nourishment requirements. It is available in three flavours - orange, mango and mixed fruit - at select outlets.
The launch of the new fruit juice based health drink has been backed by an extensive research in a number of Indian cities. Based on the research, Rasna Juc Fit is expected to fill the need gap that currently exists in the mass market for a healthy and affordable fruit juice, said Piruz Khambatta, chairman and managing director, Rasna Pvt Ltd. Rasna Juc Fit will front-end Rasna's consolidation of the Indian juice market.
Rasna is the first company in India to introduce a fruit juice product with 100 per cent recommended daily allowance (RDA), 7 essential vitamins and minerals, he claimed. Bollywood heartthrob Hrithik Roshan is endorsing Rasna Juc Fit and will be featuring in its advertising campaigns.
Piruz Khambatta said Rasna's mission was to reach out to the masses with healthy and a quality product at an affordable price and build a brand.
 The 200 ml tetra pack of Rasna Juc Fit will be available for Rs 10 while the one litre pack comes at Rs 45.
Rasna Pvt Ltd, the Rs 275 crore, Ahmedabad-based company, has made Rasna, into one of the most recognised brands in India. Rasna virtually created the soft drink concentrate market and now is the leader in this category with almost a 97 per cent volume share, making it one of the world's largest selling soft drink concentrates.
Rasna holds the first position in the beverages category in the country (source: Brand Equity Most Trusted Brands Survey), the 15th most trusted brand in India across categories and the most preferred brand in the SDC category in the first ever FMCG Awards 2003.
Rasna's seven regional offices and a strong distribution network, including 17,00,000 retailers, matches that of any large prominent Indian FMCG company or a multinational, with a frontline field force of 350 sales personnel, 24 warehouses and 3,500 stockists across the country. Besides an extensive network in India, Rasna also has offices in the US, Dubai and Bangladesh and a manufacturing base in the UAE and exports to more than 40 countries across the globe.
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