Rasna's distribution was initially taken up by Voltas and after two years of handling, Khambhatta decided to withdraw and approached Rallis and Corn products (now known as Bestfoods and owned by Unilever). In the original ad campaign, the Rasna girl was played by Ankita Jhaveri, now an actress in South India while the latest one, Avan Khambatta is from the Khambatta family which owns the company. Its tagline "I love you Rasna" is aimed at children. The company has used national television as a mode of advertising its products since the 1980s. The company launched juice products in the market in 2002 and in 2010, it announced that it was entering the health drinks segment. The venture failed, which was attributed to the fact that the drink needed to be refrigerated at all times and many retailers in India switch off their refrigerators at night. In 2000, Rasna launched an aerated fruit drink, Oranjolt. In India, Rasna earns most of its profits from the soft drink concentrate market though it makes fruit jams, fruit cordials, teas, pickles, chutneys, ready-to-eat curries, and snacks, majority of which are exported. The company manufactures soft drink concentrate in 11 different flavours. Though the company does most of its business in India where it has five manufacturing facilities in Gujarat and one in Himachal Pradesh, it has manufacturing facilities outside India in Bangladesh, Dubai, Saudi Arabia and Egypt. The first of such bar was opened at Pune in 2019. Rasna Buzz also offers these drinks with Indian cuisine like idli, batata vada apart from the regular burgers, pasta, momos and french fries. These bars are targeted to the Indian tastes by youngsters and offer variety of products on menu such as soda-based drinks, milkshakes, sundaes and specially created mocktails, Mirchi Mango, Masala Orange, Minty Jeera Lemonade, Kala Khatta Buzz etc.
Īdditionally, Rasna operates over 40 mock tail bars across India under brand 'Rasna Buzz'. As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India and as of 2011, the company had a turnover of ₹3.5 billion (US$46 million). It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by carbonated soft drinks like Thums up, Gold Spot and Limca. Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad, India. For the village in eastern Estonia, see Räsna.
For the Etruscans calling themselves (syncopated) Rasna, see Etruscan civilisation. This article is about the soft drink Rasna.
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