Rasna to open retail outlets in Delhi, Mumbai

19 Jan 2009

Rasna, one of India’s leading manufacturers and retailers of soft drink concentrates, instant drink powders and ethnic range of products, will open around 40 big and 100 small retail outlets under the brand Devil’s Workshop each in Delhi and Mumbai, reports Business Line.

“The retail outlets would be in multiple formats based on the requirement of space. We would like to experiment with various formats like exclusive outlets and kiosks rather than stick to one specific format. Most of the outlets would be company-owned, but we are open to franchisees if somebody shows a willingness to partner with us,” quoted Piruz Khambatta, CMD, Rasna Pvt Ltd, in the report. “The company currently runs 40 outlets in Gujarat and will enter the national market at a slow but steady pace.”

Moreover, the company claims of holding around 93 per cent market share in the soft drink concentrate market and about 82 per cent of the in-house consumption of soft-drink market in India. Besides, the Ahmedabad-based company operates fast food and bakery business in India under the brand name Devil’s Workshop.

Further, the company also plans to expand its newly launched instant tea brand Bollywood Chai in the UK. The brand is currently operational in the US, Singapore and Australia.

— IndiaRetailing Bureau