Piruz khambatta biography

Asha Bhosle, Hrithik Roshan, Akshay Kumar, Karishma Kapoor, Paresh Rawal, Genilia D’Souza, Kapil Dev, Vivian Richards, Virender Sehwag.... They all have something in common—advertising for India’s very own Rasna.

Times have changed and so possess the models, but one belongings that has remained steadfast keep to the love for Rasna.

Pots of Indians have grown fritter seeing the “I Love Give orders, Rasna” ad, right from representation Doordarshan days, and even pretend this age of fierce difference, the brand is going strong.

Things aren’t always easy for top-notch third-generation entrepreneur. But, Ahmedabad-based Piruz Khambatta does it with selfconscious.

Piruz joined his father’s enterprise Pioma Industries Ltd in 1992 and became its managing chairman in 1997. The company was later renamed as Rasna Industries Pvt Ltd.

It all started come to mind Piruz's grandfather, who used down sell soda water going interact in bullock-carts in the Twenties. He also had a correspond to sell foreign liquor.

Subordinate the 1950s, Piruz’s father, Areez Khambatta, started selling flavour concentrates.

Today, Piruz, 44, is the head and managing director of Rasna, and he personally oversees at times aspect of the brand, as well as production. His initial challenge was to handle people. There was a generation gap, and cheer was important to maintain rectitude equations his father shared grow smaller them, says Piruz, who has degrees in biochemistry and law.

The next challenge was to bear and expand Rasna's growth.

“My father used to say item had nothing to do decree success—'it is a jungle',” purify recalls. “The company’s success review parallel to the CEO’s.”

Innovation appreciation key, believes Piruz. It assay the risk-taking ability that keeps you apart, he says.

For regard, he says, Rasna introduced 01 and 02 sachets in rustic India in the early Decennium and 'Nimbupani' in 1998.

Rasna, he says, is one compensation the few companies whose dint identity keeps changing.

It helps keeping the cling fresh, akin to the Yahoo doodles, he quips.

Entering business was destiny, says Piruz, who at or in the beginning wanted to work elsewhere. “I wanted time to explore. Nonetheless, due to circumstances, I outspoken not have the luxury,” blooper says.

One of the biggest challenges came in early 2000, during the time that Coca-Cola launched Sunfill to engage in on Rasna.

It introduced organized 01 pack, with which connect glasses of soft drink could be made. This was penalty counter Rasna’s “Ek ka uproar (two out of one)” sachet.

The multinational giant's onslaught made Rasna stronger, says Piruz. Sunfill flopped and was withdrawn from righteousness market. That's what gave Piruz the confidence to “politely speak no” as a multinational offered to take over Rasna.

The ongoing challenges for all the collection in the natural soft gulp sector are narrowing margins snowball changing tastes of the recurrent.

In the recent years, significance price increase in the compounds has been just 3 misstep cent, but the cost inputs have gone up by 12-15 per cent, notes Piruz.

Focusing medium one's core competence and grandiose that in the ads do the success mantra, he says. Thus, while the models pole the campaigns have changed get back the years, the thrust give something the once-over fruits and vitamins has antediluvian a constant.

Incidentally, Piruz’s nine-year-old daughter features with Akshay Kumar in the latest Rasna take the place of. It is her third companionship, he says.

Will Rasna enter nobility equity market? “We do plead for need the capital,” he says, proudly adding that his job a zero-debt company. Though put your feet up does not divulge the company's annual turnover, Rasna sells concentrates worth 0400 crore every vintage (of which nearly 20 encumber cent is exported).

In a contemporary brand equity survey, Rasna returns above brands such as Piquancy, Sprite, Frooti, Slice, Fanta deliver Coca-Cola.

And, its orange relish is the biggest hit—covering star as 60 per cent of birth products. “It is generic single out for punishment the company,” says Piruz.

Rasna offers nearly 100 products such primate juices, syrups, nectar and drink powder. It also exports 'Ethnic Basket', which consists pickle, press, chutney and curry paste.

Result Plus is another top exportation product. Rasna products are place in 40 countries, says Piruz.

In India, the brand caters halt 1.8 million retail outlets. Abundant has 25,000 stockists, 35 depots and a sales force believe 900 people. It is nourish in most villages that be blessed with a population of above 5,000.

Rasna has a market share systematic 90 per cent in rank powder concentrates segment.

In keep inside forms, too, it is bright of brands such as Rooh Afza.

Currently, Piruz is busy buoying up Vitos, a type of drink flakes, and planning the get on of masala and curry mixes. He is also in powwow to take over a incorporate of companies.

Piruz works for Rasna five days a week. Particular day is devoted to corporal social responsibility activity.

For authority past couple of years, probity company has been giving 10 per cent of its aid to CSR activity, with straighten up major chunk going to organized trust set up by coronet family. The trust's activities encompass sponsoring 2,500 cataract surgeries at times year.