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Case 5 Rasna

Introduction

It was introduced in the mid-1970s and gained significant popularity during the 1980s, a period when the Indian soft drink market was dominated by carbonated beverages such as Thums Up, Gold Spot, and Limca.

Rasna is a family-owned business that is professionally managed and efficiently run. Rasna Journey has been delicious as its drinks, and today Rasna is the largest concentrate manufacturer in the world delivering Rasna products to more than 53 countries with uncompromised quality and offering value for money soft drinks with fruits and nutrition to millions. Rasna is a 100% Made in India product and a torchbearer of Atma Nirbhar Bharat for many years

Marketing strategy

Rasna is well-known for its iconic tagline, "I love you Rasna," and the little girl in advertisements that resonated with Indian families in the 80s and 90s.

  • USP: Affordable, family-oriented, and value-for-money drink concentrate.

  • The Target Market is the Middle Class 

  • Value for Money proposition

  • Deep penetration into urban and rural retail markets

  • Created top-of-mind recall in Indian households during the 80s–90s.

  • Stood for affordability, taste, and nostalgia.

  • Built emotional connect through kids in ads, making it a family favorite.

  • Expanded into fruit-based health drinks, instant mixes, and immunity products.

  • Rebranding focus on heritage + modernity.

  • Competing in the healthy beverages category with newer players.

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