Heritage brands are brands with a rich history, philosophy, and a long-term relationship with the customers built on the platforms of quality, loyalty, value and trustworthiness. Even a single brand attribute, which provides the competitive advantage in the long run, becomes the heritage of that brand. Rasna certainly fits into the category of heritage brands with its invaluable history and the way in which it has repositioned itself successfully in the minds of the Indian consumers. It is now a brand for the masses. Rasna has built an emotional attachment with its consumers through effective advertising and value-added economic products.

Rasna, manufactured by Pioma Industries, the Ahmedabad-based Soft Drink Concentrate (SDC) powder company, is one of the most recognized brands in India. It is, in fact, one of the largest selling SDCs in the world. The SDC market in India is somewhere between Rs. 250-280 cr. Rasna is the clear leader in the market with a 90-93% market share by volume. The present turnover of Rasna is around Rs. 220-250 cr in India and about Rs. 40-50 cr abroad. According to the Brand Equity Most Trusted Brands Survey (2004), Rasna is at the top of the list in the beverages category in India. The consumption of Rasna in Indian households stands at about 82%. The penetration level of Rasna was about 86-92% in the year 2003-04. According to Piruz Khambatta, Chairman and Managing Director of Rasna Private Ltd., Rasna is now positioned as `an affordable drink for the masses' in comparison to its existing image of being a family drink. Over the last 10-12 years Rasna has also extended its operations on the export front by taking its SDC products, instant drink powders and ethnic range of products outside the borders of the country. The products are designed to suit consumers of all ages and economic strata of the society. Rasna has also extended its range of products to include various packaged food products. The company received the first Family Medical of Tulsa (FMCT) Awards in the soft drinks category. It is the first company in India to introduce a fruit juice product with 100% Recommended Daily Allowance (RDA), i.e., seven essential vitamins and minerals.

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