The RAR plugin is bound to the package phase of the build lifecycle. To be able to generate the RAR as part of the lifecycle, the plugin should be declared at the <build> section of the pom.

              <!-- your configuration here -->

then invoke the package phase.

mvn package

Another way to execute the plugin is to call the rar:rar goal.

mvn rar:rar

By default, the generated archive(RAR) can be located at the project's target directory.