The story of a Parsi businessman from #Amdavad.
He defeated American corporates like Coca-cola in his niche business.
He passed away last year. Posthumously, the government awarded him Padma Shri in 2023.
Areez Khambatta and the making of #Rasna: [thread]
He defeated American corporates like Coca-cola in his niche business.
He passed away last year. Posthumously, the government awarded him Padma Shri in 2023.
Areez Khambatta and the making of #Rasna: [thread]
1970s. This was the time when foreign soft drinks were sold at very high prices. American MNCs were making insane profits from India. 🤯
Khambhatta wanted to create an alternative. Areez He started selling affordable soft drink packs of Rasna.
Khambhatta wanted to create an alternative. Areez He started selling affordable soft drink packs of Rasna.
In 1980s, sales started picking up. He started 'I Love You Rasna' campaign.
Then, a ₹5 packet would be enough to make 30-40 glasses of soft-drink, making a glass very cheap at 15 paisa.
Then, a ₹5 packet would be enough to make 30-40 glasses of soft-drink, making a glass very cheap at 15 paisa.
Over the years, Paresh Rawal, Kapil Dev, Hrithik Roshan, Karishma Kapoor etc., became the ambassadors of Rasna.
Coca-cola obviously wanted to give a tough competition to Rasna in non-aerated soft drink segment.
It launched Sunfill in 2001. India was the first market.
Coca-cola obviously wanted to give a tough competition to Rasna in non-aerated soft drink segment.
It launched Sunfill in 2001. India was the first market.
But it turned out to be a disaster. They withdrew the product in 2004. Relaunched after 7 years but couldn't break Rasna's monopoly.
Tang was owned by Kraft Foods internationally. It couldn't stood out against the competition and shut its plants in 2003.
Tang was owned by Kraft Foods internationally. It couldn't stood out against the competition and shut its plants in 2003.
Khambhatta wanted to buy the closed plant, but the deal failed. Tang made a comeback when it was bought out by Cadbury in 2010.
Fast forward to 2023. Rasna has manufacturing facilities in Gujarat and Himachal Pradesh in India.
Fast forward to 2023. Rasna has manufacturing facilities in Gujarat and Himachal Pradesh in India.
It also has manufacturing in Bangladesh, Dubai, Egypt, and Saudi. It is sold in 60 countries and across 18 lac retail outlets in the country.
Rasna has distribution network of 26 depots, 200 super stockists, 5,000 stockists, 900 salesforce in India itself.
Rasna has distribution network of 26 depots, 200 super stockists, 5,000 stockists, 900 salesforce in India itself.
Khambatta was the former chairman of the World Alliance of Parsi Irani Zarthostis (WAPIZ).
He was also the past president of the Ahmedabad Parsi Panchayat. He founded Areez Khambatta Benevolent Trust as a charity arm of Rasna Foundation.
He was also the past president of the Ahmedabad Parsi Panchayat. He founded Areez Khambatta Benevolent Trust as a charity arm of Rasna Foundation.
His trusts work in the field of education and healthcare.
On 19th November 2022, India saw her industrialist doyen son passing out after his prolonged illness at the age of 85.
On 19th November 2022, India saw her industrialist doyen son passing out after his prolonged illness at the age of 85.
Sources:
1.businesstoday.in/latest/corpora…
2. indiatoday.in/india/story/ra…
3. moneycontrol.com/news/business/…
1.businesstoday.in/latest/corpora…
2. indiatoday.in/india/story/ra…
3. moneycontrol.com/news/business/…
• • •
Missing some Tweet in this thread? You can try to
force a refresh
