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Rasna's founder Areez Khambatta when did passes away?
19th Nov 2022
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Correct Answer :   19th Nov 2022

Areez Khambatta, the man behind the iconic home-grown beverage Rasna, passed away in Ahmedabad due to cardiac arrest on Saturday(19th Nov 2022) at the age of 85.
Khambatta, the son of Phiroja, was the second generation to join the business in 1962. The orange-coloured drink gained popularity in the 80s at a time when the Indian beverage market was dominated by carbonated beverage brands such as Limca, Gold Spot, and Thums Up.
The drink today is not only available across a million households, but is also exported to 60 countries. Rasna still enjoys a high recall and the brand’s ‘I love you Rasna’ campaign of the 80s and 90s still resonates in the minds of people.
The company was started in the 1940s and initially only sold concentrates and was a business-to-business (B2B) player. It later went on to cater to the business-to-consumer (B2C) market, initially sold under the brand name Jaffe and distributed only within Gujarat. In the late 1970s, Jaffe was relaunched as Rasna.
When Khambatta joined the business, he continued to run it (Pioma Industries) both as a B2B and a B2C entity.
The brand was sold in a Rs 5 pack, advertised as a concentrate that could be converted into 32 glasses of the orange flavoured drink, costing a mere 15 paise per glass.

“Khambatta started India’s original start-up by creating the world-famous Rasna brand, which today also quenches the thirst of millions of Indians at an affordable price point of Rs 1,” the company said..

Source : Business Standard

Published On : November 22, 2022