Paresh Rawal

The company has used national television as a mode of advertising its products since the 1980s. Its tagline “I love you Rasna” is aimed at children. In the original ad campaign, the Rasna girl was played by Ankita Jhaveri, now an actress in South India while the latest one, Avan Khambatta is from the Khambatta family which owns the company. Rasna’s distribution was initially taken up by Voltas and after two years of handling, Khambhatta decided to withdraw and approached Rallis and Corn products. However, since that did not materialise, Pioma Industries set up its own distribution infrastructure. In the past,  Paresh Rawal and Kapil Dev has been Rasna’s brand ambassador.