Type | Drink mix |
---|---|
Manufacturer | Pioma Industries |
Country of origin | India |
Introduced | 1976[1] |
Rasna malayalam serial actress biography Malayalam: No. Of episodes: 500+ Production; Producer(s) at the 2011 Asianet Television Awards.The serial has Aruna dreams of a simple married life with a loving Manju Pillai is an actress in Malayalam films and television serials. Unseen Pics of Malayalam TV Serial Actress Rasna. Abdul Nassar, Sajitha Name: Rasana Rasana Occupation: Actress Role: Film actress Rasna is an Indian film and serial actress.Rasna was born to Abdul Nassar Read More. Desi Girls Pic. Indian Telugu films Actress Isha Chawla Unseen Photo shoot and Biography. Admin| March 26, 2018.
Rasna is a soft drink concentrate brand owned by Pioma Industries which is based in Ahmedabad, India.[2] It was launched in mid-seventies but started gaining popularity in the eighties when the market was dominated by carbonated soft drinks like Thums up, Gold Spot and Limca.[3] As of 2009, Rasna had a 93% market share in the soft drink concentrate market in India[4] and as of 2011, the company had a turnover of ₹3.5 billion (US$51 million).[5]
Facilities and products[edit]
Though the company does most of its business in India where it has 5 manufacturing facilities in Gujarat and 1 in Himachal Pradesh,[6] it has manufacturing facilities outside India in Bangladesh, Dubai, Saudi Arabia and Egypt as well.[7] The company manufactures soft drink concentrate in 11 different flavours.[6] In India, Rasna earns most of its profits from the soft drink concentrate market though it makes fruit jams, fruit cordials, teas, pickles, chutneys, ready-to-eat curries and snacks, majority of which are exported.[5]
In 2000, Rasna launched an aerated fruit drink, Oranjolt.[8] The venture failed, which was attributed to the fact that the drink needed to be refrigerated at all times and many retailers in India switch off their refrigerators at night.[9] The company launched juice products in the market in 2002[10] and in 2010, it announced that it was entering the health drinks segment.[11]
Advertising[edit]
The company has used national television as a mode of advertising its products since the 1980s.[3] Its tagline 'I love you Rasna' is aimed at children.[3] In the original ad campaign, the Rasna girl was played by Ankita Jhaveri, now an actress in South India while the latest one, Avan Khambatta is from the Khambatta family which owns the company.[12] Rasna's distribution was initially taken up by Voltas and after two years of handling, Khambhatta decided to withdraw and approached Rallis and Corn products (now known as Bestfoods and owned by Unilever).[13] However, since that did not materialise, Pioma Industries set up its own distribution infrastructure.[14] Their brand advertising was managed by Mudra Communications between 1984 and 2005, Dentsu between 2005 and 2009 and from 2009 onwards by Rediffusion.[3] In the past, Karisma Kapoor, Hrithik Roshan, Anupam Kher, Paresh Rawal, Kapil Dev, Virender Sehwag and Genelia D'Souza have been Rasna's brand ambassadors.[15] Currently, Rasna's brand ambassador is Akshay Kumar.[16] As part as a promotional campaign featuring then Miss India, Pooja Chopra, Rasna made an attempt to break the Guinness World Record for the 'world's biggest glass' in 2009.[17][18]
Competition and failed acquisitions[edit]
Kraft Foods, which markets soft drink concentrate under the Tang brand internationally, entered India in 2001 by setting up a manufacturing facility in Hyderabad. By 2003, tough competition from Rasna among other brands forced Kraft to shut its plant in India. At the time Rasna was said to be interested in purchasing the plant.[19] However, the plant was not sold and restarted manufacturing Tang when it was taken over by Cadburys in 2010 as part of its global buyout by Kraft Foods.[20] Rasna made another attempt at acquisition in 2003 itself, when it attempted to buy Brown & Polson and Rex Jelly brands from Hindustan Lever.[21] According to Piruz Khambatta, Chairman and managing director of Rasna, the deal offered was a licensing deal rather than an outright buyout, hence it fell through.[22] India was the first market where Coca-Cola launched its soft drink concentrate brand, Sunfill.[23] This brand too did not do well and was withdrawn in 2004, failing to break Rasna's monopoly in the segment.[24] Like Tang, Sunfill too has been recently relaunched in India, in 2011.[25]
References[edit]
- ^D'Souza, Kruti Shah, Alan (2009). Advertising and promotions : an IMC perspective. New Delhi: Tata McGraw-Hill. p. 600. ISBN9780070080317.
- ^'Rasna plans to enter soft drink market'. Rediff.com. 1 October 2004. Retrieved 11 March 2012.
- ^ abcd'Rasna's journey: Moving from children's drink to keep its communication fresh and in-tune'. The Economic Times. 13 April 2011. Retrieved 11 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Rasna's CSR trust ties up with US varsity for management courses'. The Hindu Business Line. 18 March 2009. Retrieved 11 March 2012.Italic or bold markup not allowed in:
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(help) - ^ ab'Rasna to aggressively mine hinterland, sees 40% volume uptick'. The Economic Times. 11 March 2012. Retrieved 11 March 2012.Italic or bold markup not allowed in:
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(help) - ^ ab'Rasna Plans Exports To US, UK, Africa'. The Financial Express. 27 May 2004. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Rasna to set up new facilities abroad'. The Economic Times. 20 March 2008. Retrieved 11 March 2012.Italic or bold markup not allowed in:
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(help) - ^Saxena, Rajan (2005). Marketing Management. Tata McGraw-Hill Education. p. 721. ISBN007059953X.
- ^Haig, Matt (2005). Brand failures: the truth about the 100 biggest branding mistakes of all time. Kogan Page Publishers. pp. 55, 56. ISBN0749444339.
- ^'Rasna turns a new leaf, adds juice to products'. The Times of India. 22 January 2002. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Rasna to enter health drinks segment'. The Economic Times. 30 August 2010. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Piruz Khambatta's daughter to say, I love you Rasna!'. Daily News and Analysis. 27 February 2012. Retrieved 11 March 2012.Italic or bold markup not allowed in:
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(help) - ^Baisya, Rajat Kanti (2008). Changing face of processed food industry in India. New Delhi: Ane Books India. p. 31. ISBN9788180521669.
- ^Davila, Tony; Epstein, Marc J.; Shelton, Robert, eds. (2007). The Creative Enterprise: Strategy. Westport, Conn. [u.a.]: Praeger. p. 125. ISBN9780275986865.
- ^'Celebs 'ad' glamour to Gujarat brands'. The Times of India. 21 February 2012. Retrieved 11 March 2012.Italic or bold markup not allowed in:
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(help) - ^http://indianexpress.com/article/entertainment/entertainment-others/akshay-kumar-signed-as-brand-ambassador-of-rasna/
- ^''World's biggest glass' unveiled'. The Times of India. 29 May 2009. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Rasna carnival under way'. The Hindu. 29 May 2009. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Kraft Foods' Tang Plant Up For Sale'. The Financial Express. 22 March 2003. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Cadbury to make Tang in India'. The Hindu Business Line. 18 November 2010. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'HLL Drops Plan To Sell Rex, Brown & Polson Brands'. The Financial Express. 1 August 2003. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Rasna in outsourcing talks with Carrefour'. The Economic Times. 16 November 2006. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Coca-Cola introduces powdered concentrate'. The Hindu. 22 November 2001. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'Sunfill on backburner, Vanilla Coke moves slowly'. The Financial Express. 23 November 2004. Retrieved 12 March 2012.Italic or bold markup not allowed in:
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(help) - ^'New players eyeing Rs 300 cr powdered beverage market'. FNBNews.com. 25 April 2011. Retrieved 12 March 2012.
External links[edit]
Retrieved from 'https://en.wikipedia.org/w/index.php?title=Rasna&oldid=908229860'
Born | Taruni Sachdev 14 May 1998 |
---|---|
Died | 14 May 2012 (aged 14)[1] Jomsom, Nepal |
Cause of death | Agni Air Flight CHT crash |
Other names | Vaayadi Girl |
Occupation | Model, actress |
Years active | 2003–2012 |
Parent(s) | Haresh Sachdev Geeta Sachdev |
Taruni Sachdev (14 May 1998 [2] – 14 May 2012) was an Indian model and child actress, best known for her work in television advertisements and films. She made appearances in Rasna advertisements and the Bollywood film Paa (2009), playing Amitabh Bachchan's classmate. She was well popular among the Malayali audience for her portrayal of Ammukutty in Vellinakshatram.
- 1Biography
- 4Filmography
Biography[edit]
Personal life[edit]
Taruni Sachdev was born in Mumbai to a city-based industrialist,[2] Haresh Sachdev and his wife Geeta Sachdev.[1] She did her schooling at Bai Avabai Framji Petit Girls High School in Bandra, Mumbai.[3] Taruni's mother was a congregation devotee member at the Radha Gopinath Temple of ISKCON (Hare Krishna movement), Mumbai. Taruni also performed in dramas at the temple festivals.
Career[edit]
Taruni acted in several television advertisements for products such as Rasna, Colgate, ICICI Bank, Reliance Mobile, LG, Coffee Bite, Gold Winner, Shakti Masala and Star Flush Dreams. She was one of the busiest child models in the industry and has acted along with Amitabh Bachchan, Abhishek Bachchan and Vidya Balan in the Hindi film Paa (2009). She also starred in two Malayalam films: Vellinakshtram (2004) and Sathyam (2004). She was the highest paid child artist of her time. She also acted in some serials as a child, including in the Tamil serial Metti Oli in Sun TV Tamil as Seetha's daughter, Mamini Kutty, from episode 712 till the end. She also acted In the Hindi serial Sasural Simar Ka as Durgarani. After her death, her role in the Hindi serial was replaced with Ruhanika Dhawan.
Death[edit]
Taruni Sachdev died in the Agni Air Flight CHT plane crash in Nepal, on 14 May 2012, her 14th birthday.[4] Taruni's mother Geetha Sachdev, who accompanied her on the flight also died.[5][6][7] Before Taruni left on 11 May 2012 for the Nepal trip, she hugged all her friends, saying, 'I'm meeting you guys for the last time'.[8] Though it was a light-hearted joke, according to her classmates, Taruni had 'never hugged her friends or sent them goodbye messages before leaving for any of her earlier trips...' The last message Taruni sent to her best friend before boarding the flight was jokingly asking what would happen if the plane crashed?, followed by 'I love you.'[8]Her friends believe that it was written in her destiny to die on that plane. Both father and son and her Paa costars, Amitabh and Abhishek Bachchan expressed their sorrow over her death.
Filmography[edit]
Hindi[edit]
Year | Title | Role |
---|---|---|
2009 | Paa | Student |
Malayalam[edit]
Year | Title | Role | Co-stars | Director | Notes |
---|---|---|---|---|---|
2004 | Vellinakshatram | Ammukutty | Prithviraj | Vinayan | Acted as child ghost |
2004 | Sathyam | Chinnukkutty | Prithviraj,Thilakan | Vinayan |
Tamil[edit]
Year | Title | Role | Co-stars | Director | Notes |
---|---|---|---|---|---|
2012 | Vetri Selvan[9] | Abhi | Radhika Apte, Ajmal Ameer | Rudhran | Tamil movie debut posturmous release |
Serials[edit]
- 2002- Metti Oli (Tamil) as Sumini Illango / Sumini Kutty
- 2011- Sasural Simar Ka as Meh Kaa Durgarani / Durgarani
References[edit]
- ^ abTimes News Network. (15 May 2012) Paa child actor Taruni Sachdev dies in plane crashTimes of India Retrieved 17 May 2012.
- ^ abIndia Today Online (16 May 2012). 'Taruni Sachdev died on her 14th birthday'. India Today. New Delhi. Retrieved 17 May 2012.
- ^Bhandary, Shreya (16 May 2012). 'Nepal plane crash: Rasna girl Taruni Sachdev's classmates shattered'. The Times of India. Retrieved 17 May 2012.
- ^Salve, Sahil (17 May 2012). 'Photos: Paa child artist Taruni Sachdev cremated'. Mumbai: Rediff.com. Retrieved 18 May 2012.
- ^'Child actor Taruni Sachdev of 'Paa' fame, among Nepal crash victims'. India Today. 15 May 2012. Retrieved 15 May 2012.
- ^'Rasna girl Taruni Sachdev among dead in Nepal air crash'. Kathmandu: Deccan Chronicle. 14 May 2012. Retrieved 16 May 2012.
- ^IANS (17 May 2012). ''Paa' child artist Taruni Sachdev cremated'. The Times of India. Retrieved 17 May 2012.
- ^ ab'Taruni said all her goodbyes before leaving for Nepal'. Mid-day.com. 17 May 2012. Retrieved 2 March 2013.
- ^'Child artist passes away in plane crash'. Behindwoods.com. 15 May 2012. Retrieved 17 May 2012.
External links[edit]
- Taruni Sachdev on IMDb
Retrieved from 'https://en.wikipedia.org/w/index.php?title=Taruni_Sachdev&oldid=919513303'