Rasna has unveiled Rasna Nutri+, a nutrition-fortified powder drink concentrate, as part of its summer marketing campaign for 2026. The product has been developed by the company’s research and development team and is aimed at consumers seeking beverages that combine taste with added vitamins and minerals.
The launch comes at a time when the Indian health drinks market is expanding rapidly. The category, valued at approximately USD 9 billion in 2024, is projected to grow at a compound annual growth rate (CAGR) of around 11–12% in the coming years.
Rasna currently holds more than 70% of the drink concentrate market in India. With the introduction of Nutri+, the company expects to accelerate its growth, targeting a CAGR of 15–20%. To support this expansion, Rasna plans to strengthen its distribution across semi-urban and rural markets, which account for a significant portion of concentrate consumption.
As part of the campaign, the brand has also revived its nostalgic ‘Prankies’ collectible toys. These toys will be included in Rasna Nutri+ 32-glass packs and Rasna Insta Nutri+ 500g packs. Consumers are encouraged to create prank videos using the toys and upload them on social media, with selected entries featured on the brand’s platforms.
The campaign features actor Rakul Preet Singh as the brand ambassador. The advertisement showcases a playful prank scenario between Singh and two child actors, introducing a new Rasna Girl and Rasna Boy. The campaign also marks the debut of seven-year-old Areez Khambatta, son of Rasna Group chairman Piruz Khambatta, as the Rasna Boy.
The marketing push will run across television and digital platforms, including IPL broadcasts and influencer collaborations, aiming to engage families during the peak summer season.
