Nostalgia in the mix

Nostalgia in the mix

Rasna has been synonymous with Indian summers. Be it children’s birthday parties or family get-togethers, the brand has been a part of such celebrations. Taking this connection with consumer up a notch, the brand has recently launched an exciting franchise called Rasna Buzz, a mocktail bar with delicious flavours where not only children but even adults can hangout and have fun. 

The menu consists of all-time favourite flavours of the brand, but with a delicious twist. The first outlet has opened at New Aditya Centeegra on FC Road and the second one in Pimpri. The brand plans to branch out with 500 such outlets across the country over the next five years in two formats — standalone bars and kiosks.
 
Piruz Khambatta, chairman and managing director, Rasna Pvt Ltd, says, “There is a need for outlets that are non-alcoholic and friendly. We want to serve mocktails to families and youngsters and create a space where they can enjoy and have fun without the need for alcohol.” 

Talking about the flavours that will ring nostalgia for consumers who have grown up with the taste and associate it with fun times, Khambatta says, “We all know how famous the flavours are, but the fact that we are taking it a step forward to create a mocktails is exciting.” The brand claims to use a number of authentic Indian ingredients in the mocktails. “The mixologists here are working on coming up with delicious concoctions, but they have kept in mind the originality of the brand. The original taste of Rasna is unforgettable to a majority of Indians, so to create Rasna mocktails was a task,” says Khambatta. The joint currently serves flavours like Masala Mango, Honey Vita and more.

Keeping up with the image of the brand, these outlets have a colourful character with fun-looking menu cards and vivid interiors. Rasna Buzz is being endorsed by Kareena Kapoor Khan and Saina Nehwal.

“Restaurateurs and cafe owners are experimenting with new formats now. So we too thought of investing in a sustainable business with an iconic soft drink concentrate brand that has remained popular for so long. Consumers have uncountable memories associated with the brand, and we have been offering new products in various flavours and formats,” says Kunal Katariya, Rasna Buzz franchise owner, FC Road.

The mocktail chain will be using the same recipe base to provide consistency across all the outlets. The new jars and bottles will also make sipping on mocktails a special experience for customers. The outlets will be offering delivery services on Zomato and Swiggy.

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