Rasna well-positioned to counter Trump's tariff threats, says Chairman

India’s leading instant drink maker, Rasna, is confident in its ability to withstand the impact of U.S. tariffs on exports, thanks to its high production volumes and competitive pricing, according to Rasna International Chairman Piruz Khambatta.

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Khambatta emphasized that despite China's reputation for offering the lowest-cost products, Rasna remains the most affordable brand in the global powdered drink segment. "Generally, Chinese products are the cheapest in the world. But in the powdered drink category, Rasna offers the most affordable prices," he told ANI.

The company’s ability to maintain low costs while ensuring quality stems from its large-scale production. "We are the cheapest not because our quality is not good but because our volumes are very high. Thanks to our scale, we can offer better prices," he explained.

While U.S. President Donald Trump has announced reciprocal tariffs on India starting April 2, citing trade imbalances, the Indian government clarified that no specific country-focused tariffs have been imposed.

Despite global trade uncertainties, Rasna is set to expand, projecting a 30% rise in exports this year, having already doubled its export volumes since the pandemic. The company exports to over 60 countries across five continents.

Domestically, Rasna is pushing its new powder concentrates, aiming for 30-40% growth in urban areas and 7-8% growth in rural markets, where low-cost packs remain popular.