Rasna to launch new health drink soon

The company said the new health drink would be concentrated powder and would cater to a "niche market".

"We are currently formalising the new product. It will be a fun and health beverage under our Rasna brand. We are introducing it in next two-three months and it will cater to niche market," Rasna Chairman and Managing Director Piruz Khambatta said.

He, however, declined to give the amount of money the company is investing in the product development and other details.

The company will be launching a new marketing campaign and will come up with separate advertising spend for the product.

Khambatta said the advertising budget will be part of the Rs 25 crore that the company has already earmarked on various promotional activities this year.

"We will be coming out with a new marketing campaign and a separate marketing budget. But we usually spend around Rs 25 crore on advertising and marketing campaigns for our products," he said. Besides, Rasna is looking at reaching out to more customers and is focussing on the rural market.

"Though we are present almost everywhere in the country, we still find difficult and a challenging task in terms of transportation to get into certain small towns and villages ... So, these are the areas we will have to strengthen in the near future," he said, without naming the places.