Rasna makes bakery biz foray, launches Devil's Workshop

By Nachiket Kelkar, Sushmita Mohapatra & Sandeep Srikant, CNBC-TV18

Soft-drink concentrate major Rasna is looking to do more than quench your thirst. It's looking to keep you well fed with baked goodies as well.

Dougnuts, pizzas and fat-free samosas - are a small taste of what Rasna could mean to you. The Rs 350 crore company is not satisfied with being a soft-drink concentrate maker. It has entered the bakery products market, with the launch of its new retail chain - Devil's Workshop.

While the chain is currently being test marketed in Ahmedabad through nine outlets, Rasna is looking at a presence in 10 cities over the next two years.

Piruz Khambatta, CMD, Rasna said,” We are investing about Rs 80-100 crore in this venture over the next few years. And we foresee returns of about Rs 80 crore in the same time period.”

While the kiosks of Devil's Workshop will be primarily launched across malls, Rasna is also looking at capturing the hearts of school kids and professionals, through their stomach. It plans to open outlets in schools and BPO offices, which will also stock Rasna's fruit juice concentrates - both new and old favourites.

Khambatta said,” We will test market new concentrates in these outlets. The beverages served here will of course be from the Rasna stable and not just concentrates but also tea and coffee.”

Rasna's not new to snacks. Its beverages and snacks already have a presence in the international markets, under the 'Bollywood Bites' brand. It also plans to begin retailing tea under the 'Bollywood Chai' brand.