Rasna Launches Nutri+ Drink Concentrate, Targets 15–20% Growth in Health Beverage Market
Srinagar, March 12, KNT: Beverage brand Rasna has launched Rasna Nutri+, a nutrition-enriched drink concentrate aimed at tapping India’s expanding health beverages market while retaining the brand’s traditional summer drink appeal.
The company unveiled the product as part of its 2026 summer campaign, combining added vitamins and minerals with the familiar taste that has long been associated with the Rasna brand.
The launch comes at a time when India’s health drinks market is witnessing rapid expansion, driven by increasing consumer demand for beverages that combine taste with nutritional value.
Industry estimates place the value of India’s health drinks market at around USD 9 billion in 2024, with projections suggesting annual growth of around 11–12 percent over the next decade.
Rasna officials said the company aims to consolidate its leadership in the drink concentrate segment through the new product.
Rasna currently commands more than 70 percent share of India’s concentrate beverage market, according to company figures.
Officials said the brand is targeting compound annual growth of around 15–20 percent with the introduction of Rasna Nutri+.
To support the expansion, the company has outlined a marketing strategy that includes increased promotional spending and expansion of distribution networks, particularly in semi-urban and rural areas where concentrate drinks remain popular.
The company has also launched a digital campaign centred on the revival of its collectible toy concept known as “Prankies”.
The toys are included inside Rasna Nutri+ 32-glass packs and Rasna Insta Nutri+ 500-gram packs, encouraging consumers to participate in a social media challenge.
Participants are invited to upload prank videos featuring friends or family members on social media platforms, with selected entries expected to receive prizes and features on the company’s official digital channels.
The marketing campaign features Bollywood actor Rakul Preet Singh as the brand ambassador.
The advertisement concept portrays a playful “prank war” involving Singh and child actors representing the next generation of the brand’s iconic Rasna Girl and Rasna Boy.
Seven-year-old Areez Khambatta, son of Rasna Group Chairman Piruz Khambatta, also appears in the campaign as the Rasna Boy.
Piruz Khambatta, Group Chairman of Rasna, said the new product reflects evolving consumer preferences that combine taste with nutritional value.
“Today’s customers refuse to choose between wellness and taste. Rasna Nutri+ bridges this gap by delivering both,” Khambatta said.
He also emphasised the company’s use of locally sourced fruits for manufacturing.
“We remain committed to the ‘Make in India’ vision by sourcing fruits from farmers across the country and exporting our products to more than 60 countries,” he said.
Rakul Preet Singh said the brand evokes nostalgia for many families while adapting to changing consumer expectations.
“Rasna reminds many of us of childhood summers. Rasna Nutri+ keeps the same familiar taste while adding nutrition, which is important for families today,” she said.
Company officials said the new product is designed to strengthen Rasna’s position in the functional beverage segment while expanding its presence in domestic and international markets. [KNT]
