India’s iconic beverage concentrate brand Rasna has unveiled Rasna Nutri+, a nutrition-enriched powder concentrate, as part of its strategy to redefine the summer beverage segment and capture rising demand for healthier drinks. Developed by Rasna’s R&D division, the new product blends the brand’s signature taste with added vitamins and minerals aimed at modern Indian families seeking both refreshment and wellness.
The launch comes as India’s health drinks market, valued at USD 9 billion in 2024, is projected to grow at 11–12% CAGR over the coming decade, creating strong opportunities for functional beverages fortified with nutrients.
As part of the 2026 summer campaign, Rasna has revived its popular collectible toy characters called “Prankies”, including snakes, lizards and rats, placed inside Rasna Nutri+ 32-glass packs and Rasna Insta Nutri+ 500g packs. The brand has also launched a digital challenge encouraging users to upload prank videos on social media for prizes and recognition on Rasna’s official platforms.
The campaign features Bollywood actor Rakul Preet Singh as brand ambassador, alongside the debut of seven-year-old Areez Khambatta, son of Rasna Group Chairman Piruz Khambatta, as the new Rasna Boy. Rasna will also run a major media blitz across digital platforms, influencer networks, television and live broadcasts of the Indian Premier League to maximise nationwide reach.
Piruz Khambatta said Rasna Nutri+ bridges the gap between taste and nutrition while supporting local agriculture. “We source fruits from farmers across India and export our products to more than 60 countries, staying true to the ‘Make in India’ vision,” he said. Rakul Preet Singh added that Rasna Nutri+ combines childhood nostalgia with the nutritional needs of today’s families.
In Guwahati, strong seasonal demand is expected for Rasna Nutri+ during the upcoming summer months, especially among households and small retailers. With Rasna already enjoying strong brand recall in Assam, traders say the combination of added nutrition, aggressive marketing and the revival of collectible Prankies could further strengthen the brand’s presence in Guwahati’s fast-growing packaged beverage market.
