Rasna International will expand its retail network. The company eyes on 1 lakh outlets by the end of 2026, targeting a growth of 30%, said Rasna Chairman Piruz Khambatta. “We expect a growth of 25-30% this year. We expect a growth in our exports as Rasna is the cheapest drink globally,” Khambatta told ANI.
Highlighting Rasna’s localised supply chain as a key advantage in global markets, Khambatta said that the company is setting up a new plant in Patna, where litchi concentrates will be produced with a capacity of around 2 million cases annually.
“We are using Indian raw material, Indian fruit, sugar, and due to this, we are very price competitive in the world market. So we are able to fight tariff better than the other countries,” he said.
This strategic move aligns with the rapid growth of the global fruit concentrate market, which was valued at $2.46 billion in 2023 and is projected to reach $7.27 billion by 2031, growing at a CAGR of 14.50% from 2024 to 2031.
What Else For Rasna?
While speaking about the impact of US tariffs on the company’s exports, Khambatta said, “Generally the products of China are cheapest in the world. But when it comes to companies like Rasna, we are the cheapest products in the world in the powder drink segment.”
Khambata states that Rasna, India’s iconic beverage brand, has positioned itself uniquely resilient to these challenges amidst growing concerns over global tariff wars that will affect international trade.
He emphasised that this competitive pricing isn’t due to quality compromises but stems from the company’s high production volumes.
“We are the cheapest not because our quality is not good, but our volumes are very high. Because of the higher volume, we are able to give better price,” he remarked.
Acknowledging domestic challenges, Khambatta said, “The growth we were expecting in rural demand is still missing. Disposable income of rural population has not increased as expected.”
“Summer came early this year. This is good for industry like us. This also brings logistics challenges. We are facing delivery issues. Our challenge is to how fast we can deliver our products to our outlets,” Khambatta explained.
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