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Submitted In Partial Fulfilment of the Master of Business Administration at International
School of Business & Media, Kolkata

Reet Kanjilal

BATCH: 2009-2011


Rasna Private Ltd. Page 1
1. ( Source : Brand quality)
2. Economic Times

I hereby declare that this project entitled Super stockist network at Rasna Private Ltd.,
Sitamarhi is submitted in the partial fulfilment of my M.B.A degree 2009-11 from
International School of Business & Media, Kolkata. The project work was carried out with
sincere intention of benefiting the organization. The project duration was from 20
10 to 31
May 10.

To the best of my knowledge & belief, it is an original piece of work and is the sheer outcome
of my own efforts under the vigilant guidance of my guides and has not either in full
or in part has been submitted to any other institution for the award of any other course.

Name: Reet Kanjilal


Place: Sitamari & Muzaffarpur (Bihar) Signature

Rasna Private Ltd. Page 2
1. ( Source : Brand quality)
2. Economic Times

Contente Page No

1. Declaration 2
2. Acknowledgement 4
3. Executive Summary
a. Rasna Company profile
b. Rasna Pvt Ltd
c. History of Rasna Pvt Ltd
d. Marketing mix of Rasna
e. Distribution Channel of Rasna
4. The Sitamarhi Project
5. Analysis and Recommendation
5- 17
6 -7

Rasna Private Ltd. Page 3
1. ( Source : Brand quality)
2. Economic Times

A task or project cannot be completed alone. My gratification and elation on the success of this
project would be incomplete without mentioning the names of all the people who helped me with
it and without whose guidance and encouragement this would not have been successful.

I would like to first of all thank Mr. Debanshu Dutta ( Regional Business Head, East) for
giving me opportunity to work on this project. This project study, carried out for Rasna
Private Limited, would not have been possible without his help and valuable guidance of
briefing me on their organization and providing me with all the required information needed
to complete the project.

I would also like to thank Mr. Debasis Das(Territory Sales Manager) for his continuous support
and guidance.

I acknowledge my gratitude to my Faculty Guide Professor Mr. Sudeep Chatterjee
(ISB&M,Kolkata) for his extended guidance, support, encouragement and reviews without
which this project would not have been a success.

Rasna Private Ltd. Page 4
1. ( Source : Brand quality)
2. Economic Times

Rasna Private Ltd. Page 5
1. ( Source : Brand quality)
2. Economic Times

The brand Rasna is owned by Pioma industries, that introduced the concept of soft drink
concentrates (SDC), a segment that had been created and nurtured by the company in the
Indian beverages market. During the introduction period the company launched it under the
brands name, jaffe and it marketed with the help of voltas. Then it changed its name to Rasna
in the year 1979. It was the first brand in the country that provided consumers real fruit-like
flavor and taste.

o Rasna Pvt. Ltd. is a proudly family owned ISO 9002 & HACCP Certified Company.

o Rasna s philosophy rests on producing and marketing the best of products and
developing long term relations in the market. Rasna Pvt. Ltd. holds steadfastly to its
commitment to excellence, a commitment to being one of the largest Soft Drink
Concentrate Manufacturing Companies in the world.

o Rasna has, over the last 10 years, successfully spread its wings with it's Exports Division,
offering the extremely successful Soft Drink Concentrates, Instant Drink Powders and
Ethnic range of products to the global markets.

o Rasna has extended its range to include other products, synergetic to it's basic activities,
by introducing a variety of processed food products for the global consumer. Rasna has
gained 1st rank in the soft drink beverage category
. Rasna has also received the 1st
FMCG Award in the soft drink concentrate category.

o Currently Rasna holds close to 93% market share in the soft drink concentrate
market in India. As a tribe in action it promises to deliver, with individual performance
and economy enhancement , substantial gain in its products for consumers at large to
relish at every moment of their lives.

o Rasna has always been a brand that every Indian knows of as standing tall, vis-a-vis
quality flavor and enjoyment in the in-house market of soft-drinks. Its backward
integration ensures that most of the raw-materials are made by Rasna directly or through
job work. It has the largest capacity in Asia to make powder concentrate with 7

Rasna Private Ltd. Page 6
1. ( Source : Brand quality)
2. Economic Times
production units spread across the country.

Rasna Private Ltd. has always been among the trusted brand in the soft-drinks market and has
managed in creating opportunities through Best International Prectie Benchmarks :

3 Consolidation of Suppliers and Vander Managed Inventory (VMI) to slash sourcing rates. 3
Process and Technical improvements to lower production and formulation costs.
3 Investments in ERP applications and technology to improve chain efficiencies

Rasna Private Ltd. Page 7
1. ( Source : Brand quality)
2. Economic Times

Rasna has always been recognized at large for brand and company. It ranks no.1 in the
beverage category as Most Trusted Brand of India
. It is listed among the top 15 brands in
the country. It was awarded as the most preferred brand in SDC category at the FMCG Most
Preferred Awards 2003 & 2004 and Consumer World Award 2004. It has pioneered not only
with its strong marketing strategies but also with its proper scaled distribution chain. Rasna
has always looked into its marketing and brand building and has achieved an expertise in
flavor technology. Its efficient management in production and market environments has
harnessed to bring to the Global consumers, technologically superior products in fruits,
vegetables, beverages, confectioneries... to stand as a leader in the Processed Food Industry.
It has focused towards bringing to the Global Consumers Ethnic recipes and Food Products
from India.

Rasna has adequate and in-depth knowledge & information on Market sizes and behaviours,
Growth prospects, Project Viabilities, Government Policies, Finances etc. and access to more,
enabling the company to respond fast to any proposal with suitable recommendations. It
believes that there is a huge and emerging market for Rasna' s kind of product range, all over the
world. Rasna is capable of managing global sized manufacturing set-ups working on the
most advanced technologies to cater to the huge markets, nationally and globally.

Rasna as a brand has won many awards and credentials surpassing any other soft drink
concentrates company. Rasna proudly received Superior Taste Award 2008 instituted by The
International Taste & Quality Institute (ITQI), Belgium given to Mr. Areez Khambatta, the
Founder Chairman and Innovation Officer at the hands of Hon. Shri Subodh Kant Sahai,
Minister of State for Food Processing Industries, Govt. of India with the blessing of Dasturji
(Dr.) Firoze M. Kotwal (High Priest of Mumbai) in the august presence of Mr. Christian De
Bauw of ITQI.

Rasna has managed to dominate the colossal SDC market because of its massive
International Operations. One of Rasna's biggest strength is it's Marketing and Sales setup,
through which millions of consumers worldwide are experiencing the flavor of satisfaction.
Having commenced international operations in 1993 Rasna is currently marketing it's
diverse Product range in a majority of the world markets. It provides a strong and
proactive marketing support to its distributors and importers around the world -just so that
their products stand out, and apart, on the shelves. Timely delivery schedules of its
products anywhere in the world is what has helped them to reach a strong position in the
global markets.

Rasna Private Ltd. Page 8
1. ( Source : Brand quality)
2. Economic Times
Rasna Global Offices:


This strong chain of distribution to large no. of countries within a stipulated period of time
has helped the brand gain a reputation in the market. It has also helped Rasna in creating
enormous business relations all over the globe.

Rasna Private Ltd. Page 9
1. ( Source : Brand quality)
2. Economic Times
The countries which imports Rasna products globally are as under:-

A u str a lia


S in g a p r e

V i e tn a m
M a la y sia
Z e al an d

O th e r s BU I N E A

Ta n z a n i a


N iger ia

A n g e le
B ru n e i


Ang la
H ai t i
M ad ag as c ar
M yan m ar

M a li

M zambique

B a n g la d e sh

U . A. E .
Ne p al

Q a ta r
P a k i st a n


K u a it

Rasna Private Ltd. Page 10
1. ( Source : Brand quality)
2. Economic Times

Pioma Industries Ltd. (Pioma) is perhaps not a familiar name for the average Indian
consumer. However, Pioma's brand 'Rasna' is very well known. In fact, the name Rasna is
almost a generic name for soft drink concentrates (SDC), a segment that had been created and
nurtured by the company in the Indian beverages market. Rasna's extremely popular
advertisements with the tagline, 'I love you Rasna,' had become an integral part of the Indian
advertising folklore. In March 2002, Pioma announced a radical overhauling of its strategies
for the Rasna brand. This development was rather unexpected, as the brand had been lying
dormant since long. Rasna is the market leader in the Rs 250 crore Indian Soft drinks
concentrate industry. The SDC industry is miniscule compared to the 5000 crore carbonated
soft drink industry (CSD). The powdered soft-drink concentrate industry is worth around 90

Rasna pioneered this category and virtually owns this market with a market
share of 93%.Rasna was launched in 1982 by Pioma Industries Ltd. Rasna
positioned its product on the economy platform. The company aims to capture
the customer's " every moments of thirst " using Rasna.

Rasna Private Ltd. Page 11
1. ( Source : Brand quality)
2. Economic Times
The marketing mix of RASNA

Product Line of RASNA

Rasna began with 9 flavours in 1982. It added 10
flavour in 1987. The company was
revamped in the year 2002.

In the year 2002 Rasna changed its look and came up with a new logo.
Tagline of the company has been changed also.
With a new tagline Relish a gain, today Rasna has tried a deep penetration in the
rural and semi urban market.

Recent product line of Rasna are as follows..

Name Pack size Flavour Price(rs.)
32 glass or
Rasna Frootfun Mango,Lemon,
(180*32=)5.76lit Pineapple

Rasna Frootfun
12 glass or Orange,

(180*12=)2.16lit Mango,Lemon
Shahi Gulab,
esar Elaichi, 32 glass or

Rasna Freshfun

12 glass or
ool hus, Cola
Rasna Freshfun

Rasna 1ka2
Cola Cola,
(180*12=)2.16lit Shahi Gulab
2 glass or Orange,
(180*2=)360ml Mango, Lemon

Rasna Frootplus
Rasna Froorplus
Rasna Froorplus



Mango, Lemon
Mango, Lemon




Rasna Private Ltd. Page 12
1. ( Source : Brand quality)
2. Economic Times
Packing details:
The opareting product line of rasna consists several sku. The company follows different pack
size on carton basis. This pack sizes may vary with the local market demand but the below
table will give a general view of the pack sizes.










RASNA INSTANT DRINK (powder beverages)
3 gm pouch pack
Single Serve Pouch Pack - (12 gm pouch - Orange)
25 gm single serve sachet (Orange)
250 gm refill packs (Orange/ Mango/ Pineapple)
500 gm refill packs (Orange/ Mango/ Pineapple)
750 gm Standy Refill packs
Orange & Mango
1 kg Standy Refill Pack (Orange/ Mango/ Pineapple)
LITRO PACK 25 GMS (1 Liter)
250 gm Glass Jar (Orange/ Mango/ Pineapple)
500 gm Glass Jar (Orange/ Mango/ Pineapple)
750 gm Sleek Glass Jar
Orange/ Mango/ Pineapple/ Lemon
Orange/Mango/Pineapple/Fruit Punch/Lemon
900 gm Tin (Orange/ Mango/ Pineapple)
1.5 kg Tin (Orange/Mango/Pineapple/Lemon)
2.5 Kg Tin (Orange/ Mango/ Pineapple)
Pouch suitable to prepare 1 liter
25 gm single serve pack (Strawberry, Mango, Choclate)
150 gm Standy pouch
RASNA LITE (1/3 Sugar) - 250 gm Jar
32 glass pack
RASNA single serve Iced Tea -9 gm.
Lemon, Apple & Peach

Units Per Carton

50 x 60
10 x 12 x 6
12 x 2 x 12

12 x 10




12 x 10

72 x 10

24 x 30


14 x 24 x 20

Rasna Private Ltd. Page 13
1. ( Source : Brand quality)
2. Economic Times
Accessing all socio-economic class
(The Price)

Rasna being an Indian company from the very beginning of its lifecycle, its sole goal has
been always to make profit with the volume sale. The pricing strategy has always been the key
of Rasnas success. It targeted the mass rather than the class.
Rasna has always made its product such an way that it can be accessible to all socio-
economic classes.
Its volume sale comes from its Rs 1 or the popular 1ka 2.
The added sugar product Rasna Frootplus starts from Rs 2 and goes upto family pack
which costs Rs 105.
The Box pack has starting price of Rs 10 which is enough for 12 glass of water. The
pack has a very attractive name which is 10ka12.
The family box pack is available at the price of Rs 35 which is for 32 glass of water.
Rasna has some skus which is very interesting for regular user. The air tight jar has
different pack size with price range starting from Rs 75.
The company is constantly focusing on the rural market of India. So pricing
accurately is very important for the growth.

The accurate pricing strategy has been always the key growth driver for Rasna. They
understood that the Indian market is highly segmented. So they are making product for
each segment. Though they are always keeping an eye on there most valued which is
always the bottom class of the pyramid.

Rasna Private Ltd. Page 14
1. ( Source : Brand quality)
2. Economic Times
Adding an emotional touch
(The promotion)

Rasna has started its media campaign heavily since its inception. The famous mass media
campaign of I love you Rasna was one of the Indias longest running tv ad.

The promotion of Rasna is always highlighted a strong brand association with there
Rasna always want to create a good brand value by emotionally attaching there
customer with there brand.
Focus of the company always is the quality of Rasna.
Once upon a time Rasna was the only soft drink company in India. So they has been
trying for a good brand recall by there various ad campaign.
In various ad campaign of Rasna, various child artists have been used heavily. This
kind of campaign shows a high focus on quality. The quality of Rasna has been
really the success factor and in there various advertisement they are heavily
focussing on that part.

In India where summer is very hot and long, focus of a soft drink company should be
to understand that and to associate themselves with the misery of their customer.
Rasna has done a great deal to understand the pain of a long and hot summer and to
delver a product which would make that summer a little less painfull.

This kind of unique marketing idea and innovative ad campaign helped Rasna to become a
monopoly in the concentrated soft drink market.

Rasna Private Ltd. Page 15
1. ( Source : Brand quality)
2. Economic Times
Di i i l i
T l

Depot in
major cities


Stoc ist 3


Supper Su b Su
Stoc ist Stoc ist
3 3
Stoc ist




Su b
Stoc ist






The di t i ti channel of Rasna follows 3 to 5 ti e architect re. It follows the supper-sub
concept of distribution. The steps are as followes:




First the product produced in the factory which is strategically located to minimise the
transportation cost.
The packed product has been sent to various company depot accurse the country to
distribute and meet the respective market demand.
From the company depot the product has been delivered to thedifferent supper
stockist according to there previously placedorder.
Then the goods has been sent to the sub stockist point or in some cases wholesale
The secondary sale from the sub stockist or from the supper stockist is ensured by the
constant monitoring by the company personal.

Rasna follows different distribution channel model according to local market demand. Abut
for every model the end goal of the company is to deliver a quality product to the end user.

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Targeting the common man..
..A common mans product
In the initial phase Rasna as a soft drink product mainly concentrated on Middle and Lower
class society. They followed the strategy on concentrating to children market. Rasna used
children in advertising the brand to reach the preference of kids. Like the Johnson's baby,
Rasna girl became very popular among the public. Rasna has used the catchy baseline I love
u Rasna for decades. Even now people remember Rasna Baseline.

But in 2002, Rasta decided on a makeover. The company no longer wanted to cherish on kid's
drink. It dawned a new look with new logo and a new baseline Relish a gain"
highlighting the economy of using Rasna. Rasna also tried a lot of new products and variants.
All the way it was promoting itself on economy platform which has become redundant
because of the competitive pricing from carbonated soft drinks. It has also changed the
famous I love you Rasna campaign to Relish A Gain baseline which was little confusing
for the customers because of the strong marketing of the Rasna Girl and "I love U baseline.
Although the brand had a generic status in the category, it witnessed stiff competition from
Sunfill from Coke. Rasna is trying to excite the market with new products and variants.

Rasna Private Ltd. Page 17
1. ( Source : Brand quality)
2. Economic Times

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2 !conomic Times
Demographical study of SITAMARHI

The Sitamarhi district is situated in north Bihar state of India. It is one of the Bihar biggest
district. But the purchasing power of this region is very low. Most of the income of this region
comes from agricultural based product. In some research it is been shown that Sitamarhi district
is one of the poorest region of India.

Sitamarhi District profile:

No of sub division: Three, (Sitamari sadar, Belsand, Pupri)
o 1. Sitamarhi Sadar Sub-division
a) Runnisaidpur, b) Dumra , c) Riga, d) Bairgania ,
e) Majorganj, f) Bathanaha
i) Suppi
o 2. Belsand Sub-division
a) Belsand b) Parsauni
o 3. Pupri Sub-division
g) Sonbarsa h) Parihar
a) Sursand b) Bajpatti c) Pupri d) Nanpur e) Choraut f)

Rasna Private Ltd. Page 19
1. ( Source : Brand quality)
2. Economic Times
Popul ion Chart:

M a le Female Total

Urban 82397 70916 153313

'ural 133521 4 119419 3 252940 7
Total 141761 1 126510 9 268272 0
%ge of population analysis



Sitamarhi is one of the most backward districts of the country. About 4,44,998 families
live below the poverty line. The life here has been tough as the menace of flood
every year forced people to abandon their villages and take shelter in makeshift polythene tents.
The curse of Bagmati, which changes its course every year, has almost zeroed the effort by
consecutive governments to improve the status of life of downtrodden.
In the last decade the literacy of district has improved from 28.49% to 38.46%. The
female literates have relatively grown more than that of male literates.

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The Di tri ution channel of Rasna in Sitamarhi district




35 Km

25 Km

Sitamrhi Town,

32 Km

32 Km


stoc ist point) 2

40 Km
40 Km

55 Km

Phupri Bhitamore

S ib h a r

Sub Stoc ist Point 2

Distribution channel of Rasna in Sitamarhi district consists of one supper stockist point which is
located in Sitamarhi town and seven sub stockist point. The location of a sub stockist point

Rs Pri t Lt P
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is strategically design to minimise the carrying cost as much as possible. The main aim of the
company is to have presence in every corner of Sitamarhi district.

The supper stockist of the company collect the product from the regional company depot. In the
case of Sitamarhi the depot is located in Patna.

Rasna Private Ltd. Page 22
1. ( Source : Brand quality)
2. Economic Times


Super Stockist is the kind of C&F agency, where companies keep their stock to
pass it on to the next stage of the distribution cycle viz. wholesalers, dealers, retailers and
finally to the consumers. They do all kinds of jobs like sales and marketing, stock analysis,
inventory management & control, packaging and distribution etc.
Super stockists are appointed by the company itself for receiving, warehousing, safe storage
and dispatching of the Companys goods. The super stockist works according to the area
assigned and is liable for the dispatch of the consignments ordered by other sub- stockists and is
responsible for all theft, pilferage& damage to goods in his custody.

Sub stockist:

Sub stockist is a person in the next level of distribution cycle who is appointed
by the company person or by the super- stockist. The Sub- stockist receives consignments from
the super- stockist and delivers them to the retailers according to the consignment

Making a sub- stockist:

A sub-stockiest is appointed by the company person or a super-stockiest along the interior
villages and towns which is beyond the reach of the company itself. The variables that come
into play in the appointment of a sub-stockiest are:-

ffi His ability to pay at a stipulated time period of his orders placed.

ffi His ability to reach to every retailers in the market.

ffi Area of his work so that order could be supplied to him at any point of time.

Large space of warehousing for storing or stocking goods.

Rasna Private Ltd. Page 23
1. ( Source : Brand quality)
2. Economic Times
LPC Anal sis:

LPC= Total no of SKU sold/ No of productive call

LPC or Line Per Call is a measure of identifying the number of SKUs sold per
productive call. It is measured by dividing the number of SKUs soldin a day of a
particular market by the number of productive calls made.
SKUs stand for stock keeping unit is a unique identifier for each distinct product and
service that can be purchased. SKU use is rooted in data management, enabling the
company to systematically track its inventory or product availability, such as in
warehouses and retail outlets.
This as a factor helps in analysing if the total product line is placed in the market and
actually what are the number of retailers actually ordering calls.

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Sales data anal sis and inference

Monthl Sale of total Sitamari district:

Totla ale i R .



Totla sale in s







The sales figure of three month shows no similarity at all. This is due to several reasons

Rasna was doing supper concept for the 1
time in Sitamarhi district. The
introduction month is March 2010. So this whole month was taken to build up a good
distribution channel, appointing sub stockist etc.
In April 2010 the distribution channel of the company was in full swing. So the sales
figure is very high. Over demand of the product created a lack of supply in this
In may 2010 the sales figure again dipped due to three reason
o Lack of timely supply.
o Over crowding the market.
o Heavy rain in certain part of the district.

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Weekl Sales of total region:


Weekl Sales
12 13 14 15 16 17 18 19 20 21


Weekly sales of three months follows the monthly sale pattern. But it shows muh clear view.
According to the chart the sales hadnt really picked up after week 15 because ofthe factors
mentioned above.

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Territory wise sales data:

3 months %ge sale

P a r ih a r

S a id p u r

S ib h a r



B h i t am o r e

B ai rg an i a

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Analysis and recommendation

Swot Analysis:

o The rural marketing focusing on each and individual places of
interior,building distributor point over that place is one of greatest strength of
o It is basically placed in premium powder segment and in this segment it has
been able to maintain its taste, it is continuously developing its products, in this
segment Rasna has the highest available flavours in market.
o One of the majour strength lies in the packaging. The rasna packs start from 1
rupee and goes upto 85 rupees.
o It is came up with lots of new products like Rasna fruitplus which is sugarmix,
rasna fruitplus lite and the newly launched rasna glucose.

o There are few weaknesses like the majour products of Rasna are seasonal. So
the only in a particular time the demand for this raises.
o This also include another problem related to brand recall.
o It should also consider its promotional issue to enter into the peoples heart and
also look on its rate.

One of the majour problem is it should take action on piracy or on them who produces duplicate
products. This can be done by creating awareness.

o Many opportunities are still there to make this brand more strong. It can also
bring its international products into Indian market.
o It has also opportunity to enter into ready drink section,it can also introduce
fruit juice.
o Entering into glucose section is definitely a good initiative. Now rasna
premium powders are seasonal products but if it sell these products by making
it ready drink then and in a better price then the sell may increase.

Rasna Private Ltd. Page 28
1. ( Source : Brand quality)
2. Economic Times
o The majour threat for rasna is that the big brands like HUL,PARLE
AGRO,NESTLE etc. They already have a established brandname, large
network,invest more, may come with much better quality with better taste and
may take a aggressive brand promotion. If these brands enter into this premium
drink powder segment segment then problem may arise.
o The another threat to enter into ready drink section or fruit juce section, which
is much suitable for rasna might may be heard as the other brands have already
established their brand value and fame.

Rasna Private Ltd. Page 29
1. ( Source : Brand quality)
2. Economic Times


The following inferences were drawn from the above survey:

Sales of Rasna products were towering in the month of April in comparison to March
and took a drip in the month of May which amounted to be lowest.

Rasna 1 ka 2 sells the most in Bihars Sitamarhi district along with 10 ka 12 and 32

Rasna Fruitplus being a new product should have penetrated the market but due to
improper and untimely promotions and ads the gap between products and consumers
have increased.

The entire product line does not sell along with the product width. People prefer
orange and mango flavour the most and the likability of pineapple, lemon and cola-
cola are still very stringent throughout the region.

Promotional events along with the distribution of promotional materials are nil.

Rasna has managed to penetrate on the SDC market globally.


Sursand, Bairgania and Sibhar region of Sitamari is a potential market so it is hereby
suggested to look into the area. It is definite that it would contribute to the total sales
more in the next year.
The untimely dispatch of goods from the depot to the super-stockiest needs to be
taken care of as it leads to cancellations of order bookings.
Unavailability of goods at certain periods needs to be taken care of which leads to
sore relationships of sub-stockists with retailers in the market.
Retailers of certain regions tend to buy goods from Patna at wholesale prices and sell
it in the market at high margin. This in effect leads to low orders to the sub-stockist
from the retailers so it is suggested that an equal price needs to be maintained so that it
costs equal to all from wherever they buy.
Promotional events along with the distribution of brochures, stickers and leaflets are
nil. So, it is hereby recommended to distribute such materials to the sub-stockists and
retailers which will helping in increasing the brand value.

Rasna Private Ltd. Page 30
1. ( Source : Brand quality)
2. Economic Times