CASE 8
Rasna’s Piruz Khambatta: The Homegrown Powdered Beverage King
This case study is based on our video interview of Piruz Khambatta, Chairman and Managing Director (CMD), Rasna Pvt. Ltd.
SYNOPSIS
Rasna Pvt. Ltd. is one of the most awarded and respected family-owned business houses and one of the largest manufacturer and exporter of beverage and processed food in India. Rasna created a category of soft drink concentrate in the beverage category and continues to dominate the segment with a 90 percent market share. Today, the company has the largest capacity in Asia to make powder concentrate with seven facilities spread across the country. For over three decades it has been successful in decimating the MNC biggies in the powdered beverages ...
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