Rasa Jeera Soda
Garba Fizz
Ahmedabad • General Trade • Oct 2025
Buy 2 Get 1
- Cost
- ₹42L
- Incr. Revenue
- ₹31L
- ROI
- 0.74x
- Margin Impact
- −₹8.4L
- Cannibalization
- -11%
- Leakage
- ₹50L
AI diagnosis · High promotional depth combined with weak incremental demand.
Historical Promotion Performance
Rasa Beverages · 126 promotions analysed across 24 months
Product
Region
City Type
Channel
Promotion Type
Retailer
Status
Promotion Spend
₹0.0 Cr
Across 126 promotions
↑ 12% vs previous year
Incremental Revenue
₹0.0 Cr
Generated above baseline by promotions
Revenue ≠ profit — see contribution
Average ROI
0.0x
Incremental revenue per ₹1 invested
Incremental contribution +₹8.66 Cr
Margin Leakage
₹0.0 Cr
Identified by AI across the period
↓ 18% potentially recoverable
Boardroom finding
AI found ₹4.2 Cr in promotion leakage
17 promotions generated incremental sales but failed to create enough contribution margin to justify their cost.
6 of these promotions had negative incremental contribution.
₹0.0 Cr
Potential margin leakage
17 of 126
Promotions need review
Section 01
Promotion Profitability
Every promotion plotted by incremental revenue vs promotion cost. Bubble size = volume.
ROI > 4x2x–4x1x–2x< 1x
Worst performer in view
Rasa Jeera Soda
Garba Fizz
Ahmedabad · General Trade · Oct 2025
- Promotion Cost
- ₹42L
- Incremental Revenue
- ₹31L
- ROI
- 0.74x
- Incremental Contribution
- −₹8.4L
- Cannibalization
- -11%
Promotion generated incremental sales, but the commercial investment exceeded the contribution generated.
Section 02
All Historical Promotions
126 promotions analysed across 24 months · 30 shown in this view.
 Diwali Sparkle Rasa Cola | Ahmedabad West India | Modern Trade | DMart | 20% OFF | Nov 2024 | ₹55L | ₹88L | 1.60x | −₹2.1L | -6% | Needs Review |
Independence Blast Rasa Cola | Delhi NCR North India | Quick Commerce | Zepto | 20% OFF | Aug 2025 | ₹51L | ₹64L | 1.25x | −₹2.8L | -5% | Needs Review |
 Monsoon Splash Rasa Mango | Bangalore South India | Modern Trade | Reliance Retail | 20% OFF | Jul 2026 | ₹48L | ₹2.68 Cr | 5.58x | +₹42L | None | Excellent |
Wholesale Volume Drive Rasa Cola | Patna East India | Wholesale | Distributor Scheme | Buy 2 Get 1 | Jan 2025 | ₹47L | ₹58L | 1.23x | −₹5.1L | -8% | Needs Review |
 Metro Chill Rasa Orange | Pune West India | Modern Trade | DMart | 20% OFF | Feb 2026 | ₹46L | ₹71L | 1.54x | −₹1.6L | -6% | Needs Review |
Mango Mania Rasa Mango | Bangalore South India | E-Commerce | Amazon Fresh | Bundle | Apr 2026 | ₹44L | ₹2.46 Cr | 5.59x | +₹37L | -4% | Excellent |
Jeera Jumpstart Rasa Jeera Soda | Lucknow North India | Modern Trade | Reliance Retail | 20% OFF | May 2026 | ₹43L | ₹69L | 1.60x | −₹1.9L | -6% | Needs Review |
Garba Fizz Rasa Jeera Soda | Ahmedabad West India | General Trade | Local Kirana | Buy 2 Get 1 | Oct 2025 | ₹42L | ₹31L | 0.74x | −₹8.4L | -11% | Loss-Making |
Holi Splash Rasa Mango | Delhi NCR North India | Modern Trade | Reliance Retail | Bundle | Mar 2025 | ₹41L | ₹1.98 Cr | 4.83x | +₹31L | -3% | Excellent |
Summer Saver Rasa Orange | Chennai South India | Modern Trade | DMart | 15% OFF | May 2026 | ₹39L | ₹52L | 1.33x | −₹4L | -7% | Needs Review |
Rural Refresh Rasa Mango | Bhopal Central India | Wholesale | Distributor Scheme | Buy 2 Get 1 | Jul 2025 | ₹38L | ₹44L | 1.16x | −₹3.2L | -4% | Needs Review |
DMart Mango Days Rasa Mango | Pune West India | Modern Trade | DMart | Extra 200ml | Dec 2024 | ₹36L | ₹1.82 Cr | 5.06x | +₹32L | +1% | Excellent |
Republic Day Cola Rasa Cola | Delhi NCR North India | Modern Trade | Reliance Retail | ₹5 Cashback | Jan 2026 | ₹34L | ₹2.14 Cr | 6.29x | +₹39L | +1% | Excellent |
 East Coast Cooler Rasa Lemon | Kolkata East India | Modern Trade | Spencer's | 15% OFF | Nov 2025 | ₹33L | ₹96L | 2.91x | +₹14L | -2% | Good |
Festival Refresh Rasa Lemon | Hyderabad South India | General Trade | Local Kirana | Extra 200ml | Aug 2026 | ₹31L | ₹1.48 Cr | 4.77x | +₹26L | +2% | Excellent |
Bengaluru Bundle Week Rasa Cola | Bangalore South India | E-Commerce | BigBasket | Bundle | Feb 2026 | ₹31L | ₹1.64 Cr | 5.29x | +₹27L | -2% | Excellent |
Amazon Value Pack Rasa Lemon | Bangalore South India | E-Commerce | Amazon Fresh | Bundle | Feb 2025 | ₹29L | ₹1.42 Cr | 4.90x | +₹25L | None | Excellent |
Highway Hydrate Rasa Orange | Raipur Central India | Wholesale | Distributor Scheme | 15% OFF | Jun 2025 | ₹28L | ₹47L | 1.68x | −₹1.4L | -5% | Needs Review |
Kirana Push Rasa Jeera Soda | Indore Central India | General Trade | Local Kirana | Bundle | Mar 2026 | ₹26L | ₹84L | 3.23x | +₹15L | None | Good |
Blinkit Summer Rush Rasa Mango | Delhi NCR North India | Quick Commerce | Blinkit | ₹5 Cashback | Apr 2025 | ₹26L | ₹1.48 Cr | 5.69x | +₹28L | +1% | Excellent |
Puja Fizz Rasa Cola | Kolkata East India | General Trade | Local Kirana | 15% OFF | Oct 2024 | ₹24L | ₹61L | 2.54x | +₹6L | -3% | Good |
Chennai Lemon Fest Rasa Lemon | Chennai South India | Quick Commerce | Zepto | Bundle | Jul 2026 | ₹23L | ₹96L | 4.17x | +₹20L | None | Healthy |
Winter Zest Rasa Lemon | Lucknow North India | General Trade | Local Kirana | Extra 200ml | Dec 2025 | ₹22L | ₹87L | 3.95x | +₹19L | +2% | Healthy |
Q-Comm Fizz Fest Rasa Jeera Soda | Mumbai West India | Quick Commerce | Swiggy Instamart | ₹5 Cashback | Jun 2025 | ₹21L | ₹1.28 Cr | 6.10x | +₹24L | +1% | Excellent |
Spring Sipper Rasa Orange | Bhubaneswar East India | General Trade | Local Kirana | Extra 200ml | Mar 2026 | ₹20L | ₹76L | 3.80x | +₹16L | +1% | Healthy |
Onam Orange Rasa Orange | Kochi South India | General Trade | Local Kirana | 15% OFF | Sep 2024 | ₹19L | ₹72L | 3.79x | +₹15L | +2% | Healthy |
Cola Carnival Rasa Cola | Mumbai West India | Quick Commerce | Blinkit | ₹5 Cashback | Jun 2026 | ₹18L | ₹92L | 5.11x | +₹21L | +1% | Excellent |
Tier 2 Trial Rasa Orange | Coimbatore South India | General Trade | Local Kirana | Extra 200ml | May 2025 | ₹17L | ₹79L | 4.65x | +₹18L | +1% | Excellent |
Pink City Mango Rasa Mango | Jaipur North India | General Trade | Local Kirana | 15% OFF | Sep 2025 | ₹15L | ₹56L | 3.73x | +₹12L | +3% | Healthy |
Kirana Cooler Rasa Jeera Soda | Nagpur Central India | General Trade | Local Kirana | Extra 200ml | Aug 2024 | ₹14L | ₹51L | 3.64x | +₹11L | None | Healthy |
ROI = incremental revenue ÷ promotion investment.Incremental margin is contribution after promotion cost and commercial deductions — incremental revenue is not profit.
Section 03
Promotions That Destroyed Value
Promotions where commercial investment exceeded incremental contribution.
Rasa Cola
Wholesale Volume Drive
Patna • Wholesale • Jan 2025
Buy 2 Get 1
- Cost
- ₹47L
- Incr. Revenue
- ₹58L
- ROI
- 1.23x
- Margin Impact
- −₹5.1L
- Cannibalization
- -8%
- Leakage
- ₹44L
AI diagnosis · Deep trade scheme with weak sell-out tracking; forward buying inflated volume.
Rasa Orange
Summer Saver
Chennai • Modern Trade • May 2026
15% OFF
- Cost
- ₹39L
- Incr. Revenue
- ₹52L
- ROI
- 1.33x
- Margin Impact
- −₹4L
- Cannibalization
- -7%
- Leakage
- ₹38L
AI diagnosis · Promotion shifted customers from Rasa Lemon rather than creating meaningful incremental category demand.
Section 04
Where Promotions Cannibalized Your Own Portfolio
Promotions that increased one SKU while reducing another Rasa product in the same market.
Gross uplift vs true incremental uplift
Rasa Orange Promotion · 15% OFF
+₹52L gross uplift
Rasa Lemon, same market
−₹18L revenue
Net category impact
+₹34L
31% of the apparent uplift came from existing Rasa products, not from new category demand.
| Summer Saver | Rasa Orange | Rasa Lemon | Chennai | -7% | −₹18L | +₹34L |
| Mango Mania | Rasa Mango | Rasa Orange | Bangalore | -4% | −₹9L | +₹47L |
| Cola Carnival | Rasa Cola | Rasa Jeera Soda | Mumbai | -3% | −₹6L | +₹31L |
| Garba Fizz | Rasa Jeera Soda | Rasa Cola | Ahmedabad | -11% | −₹12L | +₹19L |
Section 05
Promotion Mechanic Performance
Average ROI by promotion type.
₹5 Cashback
4.1x
Extra Quantity
3.7x
Bundle
3.2x
15% Discount
2.4x
20% Discount
1.8x
Buy 2 Get 1
1.6x
Best performing
₹5 Cashback
4.1x ROI
Platform-funded value without cutting shelf price.
Lowest performing
Buy 2 Get 1
1.6x ROI
Highest effective discount depth of any mechanic in the book.
Section 06
What AI Found Across 24 Months
Discount Depth
Promotions above 20% discount generated 34% more volume but only 8% more incremental contribution.
Extra Quantity
Extra 200ml promotions delivered 1.6x higher contribution than equivalent percentage discounts.
Quick Commerce
Quick Commerce promotions generated the highest average ROI at 4.2x.
Tier 2 Cities
Promotions in Tier 2 cities showed 18% higher volume uplift with lower discount depth.
Section 07
Promotion Performance by Region
Average ROI and incremental contribution delivered.
South India
+₹1.42 Cr3.7x
West India
+₹96L3.2x
Central India
+₹39L2.9x
North India
+₹62L2.8x
East India
+₹41L2.4x
Section 09
Promotion ROI by Retailer / Channel
Where promotion money works hardest.
Quick Commerce
4.2x
E-Commerce
3.6x
Modern Trade
3.4x
General Trade
2.9x
Wholesale
2.1x
Quick Commerce currently delivers the strongest promotion ROI, while Wholesale shows the highest margin leakage.
Section 08
Where Promotions Work Best
Urban Tier 1 vs Tier 2 vs Rural markets.
Urban Tier 1
3.2x
Average ROI
Avg discount16%
Incremental volume+14%
Urban Tier 2
3.8x
Average ROI
Avg discount13%
Incremental volume+18%
Rural
2.6x
Average ROI
Avg discount11%
Incremental volume+12%
Tier 2 Urban — best balance of volume uplift and margin: highest ROI on the lowest average discount depth.
Section 10
Promotion Performance Over Time
Sep 2024 → Aug 2026, ₹ Lakhs per month.
Incremental RevenuePromotion SpendIncremental Contribution
Section 11
AI Recommendations Based on Historical Performance
Reduce Mango Discount Depth
Your 20% Mango promotions generated only 3% more volume than 15% promotions, but cost ₹5.6L more per campaign.
Potential annual opportunity
₹67L
Investigate Orange Cannibalization
Mango promotions reduced Rasa Orange sales by 7% in Bangalore, eroding portfolio contribution.
Potential recovery
₹31L
Replicate Bangalore Strategy
Bangalore's 15% Mango promotion delivered 7.1x ROI, the highest in the last 12 months.
Potential opportunity
₹54L
AI Executive Insight
Across 126 promotions analysed over the last 24 months, 17 promotions generated insufficient incremental contribution to justify their commercial investment.
₹4.2 Cr of potential margin leakage has been identified, with the largest opportunities coming from deep discounts, high-cost promotions and portfolio cannibalization.
Not all revenue is good revenue — measure promotions by incremental contribution, not uplift.
₹4.2 Cr
Potential leakage
17
Promotions to review
+₹2.1 Cr
Recoverable contribution
17 promotions in this sample failed the contribution test · Promotion cost = money spent · Incremental revenue = revenue above baseline · ROI = revenue ÷ investment · Incremental contribution = margin after promotion costs