Asia Bizz: Popular Indian fruit juice concentrate maker Rasna Private Ltd is all set to set up a separate subsidiary Rasna Beverages. The new subsidiary will manufacture, distribute and market high margin ready to drink beverages like energy drinks, premium juices and fortified water in a tie up with global firms.

The chairman of Rasna, Piruz Khambatta, said that the company plans to form a different brand licensing and collaboration arrangements for different product categories like water and energy drinks. At present, the company is in talks with one American and two European firms to form either brand licensing arrangements or technical collaborations.

The chairman assured that the plans are likely to be finalized within two months, but declined to mention names of the companies Rasna is in talks with. Khambatta added that Premium beverages are growing rapidly as the consumers are traveling more often and are also looking for choices. Moreover, the margins are much higher in such beverages.

The popular beverage brand Rasna started in the year 1985 and is famous for introducing the powered drink category in India. It also became popular with the punch line ‘I Love You Rasna’, which ran for nearly decades. Despite strong competition from the other brands like Tang and Coca-Cola’s Fanta Fun Taste, Rasna still remains dominant in the power drink market in the Asia nation.