India’s iconic beverage brand Rasna has launched Rasna Nutri+, a nutrition-enriched powder concentrate, marking what the company calls a major push into the growing health drinks segment while retaining its signature taste. Developed by Rasna’s R&D division, the new product blends traditional refreshment with added vitamins and minerals aimed at meeting the wellness needs of modern Indian families.
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 next decade. Rasna Nutri+ is positioned to tap this demand for functional beverages enriched with nutrients. As part of the campaign, Rasna is reviving its popular collectible toys called “Prankies”, featuring critters such as snakes, lizards and rats hidden inside select Rasna Nutri+ packs. The brand has also launched a digital challenge encouraging people to upload prank videos on social media for a chance to win prizes and be featured on official platforms.
The summer campaign features Bollywood actor Rakul Preet Singh as the brand ambassador. The advertisement showcases a playful “prank war” between Rakul and two child actors, introducing the new Rasna Girl and Rasna Boy. Notably, seven-year-old Areez Khambatta, son of Rasna Group Chairman Piruz Khambatta, makes his debut as the Rasna Boy. Piruz Khambatta said Rasna Nutri+ bridges the gap between taste and wellness while supporting the ‘Make in India’ initiative by sourcing fruits locally and working with farmers across the country. “Unlike competitors who import ingredients, we are 100% Indian and export our products to more than 60 countries,” he said.
Rakul Preet Singh said the brand evokes nostalgia for childhood summers while offering added nutrition for today’s families. The campaign will have a strong digital push, including advertising during Indian Premier League live broadcasts, collaborations with over 50 influencers, and a multi-platform presence across YouTube, Meta, children’s television channels and programmatic advertising. In Guwahati, demand for affordable beverage concentrates typically rises sharply during the summer months, especially among families and small retailers. With Rasna already enjoying strong brand recall in the region, the launch of Rasna Nutri+ and the revival of Prankies collectibles are expected to boost sales across neighbourhood stores, supermarkets and semi-urban markets around the city. Traders believe the product’s focus on both nutrition and nostalgia could strengthen Rasna’s presence in Assam’s summer beverage market.