Emotional Connection Key To Our Popularity: Piruz Khambatta, Rasna

In an interview with BW Businessworld, Piruz Khambatta, Group Chairman of Rasna, discussed the brand's unique blend of emotional appeal and practical benefits in marketing campaigns. Khambatta highlighted Rasna's iconic Rasna girl and its recognition as an Indian brand as key factors in its success. He also mentioned recent product innovations and provided company's strategies for navigating the competitive beverage market.

Given Rasna's emphasis on blending emotional appeal with modern day marketing tactics, can you share about the specific strategies or campaigns the company has implemented to maintain this balance effectively?
 
As I reflect on Rasna's journey amidst intense market competition, I perceive brands falling into two distinct categories. Some rely on promotional offers, like buy one get one free, while others emphasise tangible benefits. Rasna, in my view, encompasses both aspects, blending emotional appeal with practical advantages.

Looking back, Rasna has resonated profoundly with consumers, particularly children, thanks to the iconic Rasna girl. This emotional connection has been pivotal in sustaining Rasna's popularity over the years.

Moreover, the recognition of Rasna as an Indian brand has played a significant role in garnering consumer support. In an era where indigenous brands are increasingly valued, Rasna's Indian identity has undoubtedly contributed to its enduring success.

Furthermore, Rasna sets itself apart from competitors by embracing technological innovation, ensuring we stay ahead of the curve in the market. 

Over the years, how did Rasna stay attuned to changing consumer preferences and market dynamics?

I take pride in Rasna's commitment to delivering exceptional products across all price points. Whether it's our affordable offerings or premium selections, every Rasna product is enriched with essential nutrients like vitamins, distinguishing us from competitors peddling synthetic alternatives.

In discussing Rasna's product portfolio, it's evident that the brand caters to diverse consumer preferences, offering options rich in either fruit or vitamins. This strategic approach ensures that Rasna meets the varied needs of its customer base, staying ahead of market trends.

Take, for instance, Rasna's recent launches. The Rasna Himalayan Sherbat, infused with real rose oil and rose water, exemplifies the brand's commitment to blending local flavours with global appeal. This innovative product not only aligns with the Indian government's "Local for Global" initiative but also showcases Rasna's ability to adapt to evolving consumer tastes.

So far, what have been the most effective marketing strategies for you?

In terms of marketing, Rasna employs celebrity endorsements judiciously, focusing on conveying the brand's message rather than relying solely on celebrity influence. By conducting thorough gap studies and consumer research, Rasna ensures that its advertisements effectively communicate the brand's values and offerings, resonating with families and individuals alike.

Overall, Rasna's success can be attributed to its dedication to meeting consumer needs, coupled with meticulous research and strategic marketing efforts. It's this commitment to excellence that has propelled Rasna to its current stature in the market.

With the advent of social media and the proliferation of influencers, the pace at which customer preferences shift has accelerated significantly. As noted by industry experts, the emergence of health and product influencers, even in remote villages, underscores the widespread influence of consumer voices in shaping market trends.

For companies like Rasna, staying attuned to these rapid changes is paramount. Embracing customer feedback through channels like social media has become integral to understanding shifting preferences and refining product offerings accordingly. By leveraging insights gleaned from platforms like Facebook and Instagram, companies can gauge customer sentiment in real-time and adapt their strategies accordingly.

Can you highlight Rasna’s efforts to implement sustainable practices in its operations?
 
Before delving into sustainability, it's crucial to highlight Rasna's significant contribution to nation-building. As an Indian company, prioritising the nation's interests is paramount for me. It's not about making a political statement but about putting India first in our business decisions.

Why should we import orange juice when we can source it locally from India? Why opt for foreign apples when we have homegrown produce? By investing in rural areas and promoting local industries, we aim to double the income of farmers and create employment opportunities for fellow Indians. We prefer using Indian raw materials and establishing factories in rural areas to contribute to the nation's economic growth.

Moreover, the government's positive stance on Corporate Social Responsibility (CSR) encourages us to allocate resources towards initiatives like education. Unfortunately, many Indian news startups operate from abroad, depriving the country of economic benefits. As an Indian company, we are committed to contributing to the nation's prosperity by operating and paying taxes within India's borders.

Now, shifting gears to sustainability, our powdered beverage products epitomise sustainability. When you enjoy a nimbu pani from a Rasna sachet, you're consuming only 0.2 grams of plastic per session. This minimal plastic usage underscores our dedication to environmental conservation and sustainable practices.

In essence, Rasna is not just a company; it's a force for positive change, committed to both nation-building and sustainability.