New Delhi, Mar 12: Rasna, India’s most iconic and beloved beverage brand, is officially redefining the summer refreshment landscape with the launch of Rasna Nutri+. This nutrition-enriched powder concentrate is a breakthrough from the Rasna R&D division, meticulously designed to meet the demands of modern Indian families by blending legendary taste with essential wellness benefits.
Rasna with commanding market share of 70% plus of concentrate market aims to consolidate same with higher CAGR 15-20% above the industry rate. To achieve the same Rasna has worked out high budget marketing plan and as also further boosted distribution channel especially in semi urban and rural areas which forms bulk of the concentrate market.
The launch arrives at a pivotal moment. The Indian health drinks market was valued at USD 9 billion in 2024, projected to grow at a robust 11–12% CAGR over the decade. Rasna Nutri+ is positioned to lead this surge, catering to the rising consumer appetite for functional beverages fortified with vital vitamins and minerals.
The “Prankies” Phenomenon: A Digital Challenge for Everyone
To ignite the digital landscape, Rasna is bringing back the legendary collectible ‘Prankies’—the fan-favorite toy critters including Snakes, Lizards, Rats and more. These are tucked inside Rasna Nutri+ 32-glass packs and Rasna Insta Nutri+ 500g packs.
- Go Viral: Rasna is inviting everyone to join the fun. Whether you’re a student, a parent, or a professional creator, anyone can participate in the digital prank challenge.
- How to Win: Simply upload a video pranking friends or family to social media. Selected entries will win exclusive prizes and earn a featured spot on Rasna’s official platforms.
A Star-Studded Media Blitz
The 2026 summer campaign features Bollywood powerhouse Rakul Preet Singh as the brand’s new ambassador. The ad campaign captures a playful “prank war” between Rakul and two child actors, introducing the next generation of icons: the new Rasna Girl and Rasna Boy. This year holds special significance as seven-year-old Areez Khambatta, the youngest son of Mr. Piruz Khambatta, makes his much-anticipated debut as the Rasna Boy.
Mr. Piruz Khambatta, Group Chairman, Rasna, said:
“Today’s customers refuse to choose between wellness and taste. Rasna Nutri+ bridges this gap perfectly. We are also incredibly proud that Rasna remains a ‘Make in India’ pioneer. By using only locally sourced Indian fruits, we ensure our farmers get double the value for their crops, aligning with the Prime Minister’s vision of doubling farmer income. We are aligned with large number of farmers to source fruits across the country. Unlike competitors who import ingredients, we are 100% Indian and proud to export our range to over 60 countries. I am equally excited to see my son Areez carry forward the joy of Rasna in this new campaign.”
Brand Ambassador Rakul Preet Singh added:
“Rasna is such a nostalgic brand for so many of us, it instantly reminds me of childhood summers and simple, happy moments at home. What I really like about Rasna Nutri+ is that it keeps that same familiar taste we’ve grown up loving, but now also comes with added nutrition. I think that’s a great combination, because today families are always looking for options that are both tasty and nutritious. I’m really happy to be associated with a brand that brings those two things together.”
Dominating the Digital & Traditional Airwaves
Rasna is executing an aggressive, digital-first strategy to reinforce its 70% market share:
- IPL & Beyond: Rasna will dominate the airwaves during Jio IPL live matches for massive nationwide reach.
- Influencer Power: A network of 50+ high-reach influencers will amplify the Nutri+ and Pranky campaigns through original, engaging content.
- Omnichannel Presence: The campaign spans YouTube, Meta, and programmatic platforms, alongside heavy presence on Kids channels and traditional TV to deepen penetration in rural and semi-rural markets.
