The corporation also stated that Khambatta’s tireless efforts resulted in the creation of thousands of jobs, both directly and indirectly.
Areez Khambatta, the guy of the popular home-grown beverage Rasna, died on Saturday in Ahmedabad of heart arrest at the age of 85.
In 1962, Khambatta, Phirojshaw’s son, became the company’s second generation. The orange-colored drink acquired popularity in the 1980s, when carbonated beverage brands such as Limca, Gold Spot, and Thums Up dominated the Indian beverage market.
Today, the drink is not only available in a million homes, but it is also exported to 60 nations. Rasna has a great recall, and the brand’s ‘I love you Rasna’ ad from the 1980s and 1990s is still remembered.
The company was founded in the 1940s and initially exclusively sold concentrates. It was a B2B player. It eventually expanded into the business-to-consumer (B2C) market, originally selling under the brand name Jaffe and only distributing within Gujarat. Jaffe was rebranded as Rasna in the late 1970s.
When Khambatta joined the company, he kept it running as both a B2B and a B2C firm (Pioma Industries).
The brand was marketed in a Rs 5 pack as a concentrate that could be transformed into 32 glasses of the orange-flavored drink for just 15 paise per glass. “Khambatta created the world-famous Rasna brand, which today also quenches the thirst of millions of Indians at an inexpensive price point of Rs 1,” the business stated.
The corporation also stated that Khambatta’s tireless efforts resulted in the creation of thousands of jobs, both directly and indirectly.
“With him producing fruit-based products, millions of farmers across the country earned higher value for their crops,” the business added. Piruz Khambatta, Khambatta’s son, started the firm in 1992 at the age of 18 and intended to make the product more accessible in rural regions by launching the concentrate at a unit price of Rs 2, making six glasses. Piruz went on to launch many more flavors after joining the company.
Khambatta has left a lasting legacy for his wife Persis, children Piruz, Delna, and Ruzan, daughter-in-law Binaisha, and grandchildren Arzeen, Arzad, Avan, Areez, Firoza, and Arnavaz.
“Khambatta has made enormous contributions to Indian industry, business, and, most importantly, societal growth as Commandant of Ahmedabad Home Guards and Civil Defence for 20 years,” the firm said in a statement.
He received the Home Guard and Civil Defence Medals from the President of India, as well as the Paschimi Star, Samarseva, and Sangram Medals. Former Indian President Shankar Dayal Sharma presented him with the National Citizen’s Award for his remarkable contribution to business. The finance ministry also awarded him the Samman Patra for his contribution to the National Exchequer as Gujarat’s highest taxpayer. He was honored by the Ahmedabad Parsi Panchayat and named the city’s first Outstanding Parsi.
