Ahemdabad based beverage major Rasna is girding up for yet another head-on battle with a multinational giant. This time, the Indian David is munching on plans to chomp into food and beverage Goilath Pepsicos turf with a foray into the hotting Indian snack food market pegged at around Rs 4,600 crore. Diversification slated for the first quarter of 2006 ,will see the Rs 275 crore Rasna tale on on Pepsico group company Frito-lay with a new brand of patented potato,rice and corn-based savoury snacks. For 360-degree brand building and promotion blitz Rasna has roped in Ogilvy and Mather (O&M) because it is already learnt to have entered into technical collaboration with a leading UK-based food technology and design. Rasna group chairman and managing dir. Piruz Khambatta said" It will be a new brand. We are yet to finalise the brand name, package designs and whether the product should carry the Rana name or not. "He said while explaining the diversification that" Snack-food market is growing at around 20-25% per annum and we will be targetting our main audience of children, who are increasingly clamouring for western flavours and products." Initially Rasna intended to built itself in India ,it is already planning to take Pepsico in overseas markets like Bangladesh, Srilanka, Nepal and middle -east. Rasna has a presence in UK,Australia,NewZealand, Canada with traditional Indian namkeens under the Bollywood Bites brand name. Rasna has been trying to expand the stagnant SDC market with niche offerings like Coco Cola. It has been trying to sip at the milk additives segment with Shake-Up.
Posted On : 10/8/2005 2:54:09 PM