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CAIT-Rasna MoU to transform homegrown brands into global powerhouses
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Saturday, 07 March, 2026, 08 : 00 AM [IST]
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Ashwani Maindola, New Delhi
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The Confederation of All India Traders (CAIT) and the beverage giant Rasna have signed a Memorandum of Understanding (MoU) aimed at transforming homegrown brands into global powerhouses while strengthening the domestic trade ecosystem.
?The MoU was signed by CAIT president B.C. Bhartia, Rasna Group chairman Piruz Khambatta, and iPoint Ventures CEO Rajeev Mallik, in the presence of Member of Parliament Praveen Khandelwal.
As per CAIT, the agreement outlines a multifaceted approach to empowering Indian Micro, Small, and Medium Enterprises (MSMEs) through 'Digital Transformation' with a dedicated B2B digital portal to connect retailers directly with Indian brands, streamlining the supply chain.
?Khambatta emphasised that the partnership would offer CAIT members world-class products at competitive prices, offering a robust alternative to multinational platforms.
He described the move as a "torch-bearer" for future industry-trade alliances, noting that it is time for Indian companies to support Indian trade directly.
?Khandelwal noted that while the world currently views India as a massive consumer hub, this initiative—culminating in the 2026 Bhartiya Vyapar Mahotsav—will redefine the nation as a dominant manufacturing and exporting force.
This pact marks the first of several planned by CAIT to cement the MSME sector as the primary driver of the Indian economy.
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