Areez Khambatta, an industry doyen, passed away

Areez Pirojshaw Khambatta, who passed away on Saturday, was not only an industry doyen, but also known for transforming the way in which India consumed refreshments. The time was opportune as India had not only achieved Independence a few decades ago, but the middle class was slowly emerging with its own aspirations.

Areez Khambatta, equipped with a company handed over by his father Phiroja Khambatta, recognized the need of the rising middle class and gave them a new kind of soft drink in a glass. In a market populated by the popular drinks of Gold Spot, Thumbs up and Limca in the 1970s, Khambatta gave them the soft drink concentrate, Rasna. It gained popularity in the 80s.

The orange-colored drink had resonated with consumers with its orange avatar and freshness. A pack of Rasna costing Rs 5 could be transformed into 32 glasses of soft drinks, a price of 15 paise per glass.

The ad campaign, complete with the Rasna girl in line with the Nirma and Amul girls saying I love you, has also boosted the popularity of soft drink concentrate. The campaign captured the imagination of consumers in the 1980 -- 90 s.

Areez Khambatta's son and current Group Chairman Piruz Khambatta believes that it is important to appeal to the present generation and hence it is important to keep changing celebrities as it would give a fresh look to the product. He feels that nothing much changes in a brand over a period, but a celebrity changes the perception of the brand.

The company is now the world's largest soft drink concentrate manufacturer. Rasna is sold in 60 countries and over 1.8 million retail outlets in the country. Rasna has nine manufacturing plants and a distribution network of 26 depots, 200 super stockists, 5,000 stockists, 900 salesforce across the country.

Rasna has been awarded several awards over the years including the Superior Taste Award 2008, instituted by The International Taste and Quality Institute, Belgium Cannes Lions London, Monde Selection Award, Master Brand The World Brand Congress Award and ITQI superior taste and quality award.

He was known for his contribution to society. Khambatta has contributed immensely to Indian industry, business, and most importantly societal development through social service, said a statement by the company after his passing.

Khambatta was the chairman of Areez Khambatta Benevolent Trust and Rasna Foundation, which are involved in various projects in the healthcare, education, scholarship, and other fields. He was also a member of the WAPIZ World Alliance of Parsi Irani Zarthostis and Ahmedabad Parsi Panchayat, as well as the Vice President of the Federation of Parsi Zoroastrian Anjumans of India.

Areez Khambatta was the commandant of Ahmedabad Home Guards Civil Defence for 20 years.

He was honoured with the National Citizen's Award for his contribution to the field of commerce by former President Shankar Dayal Sharma. Khambatta was also awarded the President's Home Guard Civil Defence Medal, the Paschimi Star, Samarseva and Sangram Medals.

The 85-year-old industrialist was suffering from prolonged illness and passed away on November 19. Areez Khambatta is survived by his wife Persis, children Piruz, Delna and Ruzan, his daughter-in- law Binaisha, and grandkids Arzeen, Arzad, Avan, Areez, Firoza and Arnavaz.