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Rasna eyes US market with new instant tea product
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New Delhi, Sep 9 (PTI) Concentrated drinks maker Rasna, which has entered into instant tea segment, plans to launch its 'Bollywood Chai' in global markets, including the US, the UK, Singapore and Australia.
The company plans to launch its branded instant tea in the US by October this year. "This new instant tea solution is only for export. Our main target segment is the Non-Resident Indians (NRI) and Persons of Indian Origin (PIO) in various parts of the world," Rasna Chairman and Managing Director Piruz Khambatta told PTI. He said the US would be the first country where the new product would be introduced in October. The company, at present, is carrying out market surveys in the UK, Singapore, Australia and other countries having a substantial section of people of Indian origin, Khambatta added. This is the first time the company better known for its fruit and concentrated drinks is venturing into the instant tea segment. "The new product would be available in five flavours -- cardamom, masala, cinnamom, ginger and plain. Each packet of six pouches would come for two dollars," he said. Asked how much sales the company expects from the instant tea segment, he declined to comment. "Tea is one of the fastest growing segment in the beverages market and our plan is to capitalise upon the rising health consciousness associated with tea among people abroad," he said, without specifying details on the exact size for such products in the global market.
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