Rasna plans retail entry

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Rasna, one of the leading beverages and processed food brands, will launch its own retail chain in India.

“This is the company’s plan to cut out the middlemen and reach customers directly. Such concepts will help us achieve our goal faster,” Piruz Khambatta, chairman and managing director, Rasna, told media at the launch of Rasna Fruitplus, a new fruit-drink brand.

Rasna also plans to widen its foreign network by setting up manufacturing plants as exports constitute about 35 per cent of Rasna’s sales.

“Setting up manufacturing plants in other countries will help us know those markets better. It will be a good learning experience,” Khambatta said.

The company is also planning to launch products, including tea and coffee, in the food-and-beverage category.

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