Rasna, a manufacturer of instant beverages, has forayed into the ready-to-drink (RTD) segment through a strategic RTD acquisition opportunity, acquiring the iconic beverage brand Jumpin, which was independently valued at ₹350 crore. Rasna aims to diversify and consolidate its position within the non-carbonated beverage category.
Originally launched as a flagship product of the Godrej Group, Jumpin was the first tetrapack brand to gain widespread consumer acceptance for its flavourful Tetra Pak offerings and its memorable Baba Sehgal and other many advertisements since the early 80s. Subsequently managed by Hershey’s India, the brand now transitions into a new growth phase under Rasna’s ownership.
Jumpin is now being relaunched as a healthier, richer, thicker, tastier, first-of-its-kind-in-India in beverage, with a pan-India rollout via modern retail, e-commerce platforms, and Rasna’s robust rural distribution network.
The company will launch Jumpin a ready fruit juice drink which is rich in 10 vitamins and minerals including vitamin C. Aligned with evolving consumer preferences, particularly among Gen Z, the company is focusing on innovations such as vitamin fortification, low-calorie formulations, and the company in the future would also working on value addition in Jumpin with proteins and milk-based additives.
As part of its relaunch strategy, the company will introduce Jumpin in vibrant, consumer-centric PET bottles in 250 ml, 600 ml, and 1.2 L formats to cater to both on-the-go and family consumption occasions. To appeal to health-conscious and modern consumers, especially Gen Z and young families, the brand will also be available in convenient Tetra Pak formats in 125 ml, 200 ml, and 1 L pack sizes. The brand will hit shelves in June. The company will launch multiple SKUs in delicious Mango, Lemon, Litchi and Guava flavours targeting key regional and metropolitan markets first, followed by a phased national expansion.
Piruz Khambatta, group chairman, Rasna, said, “The strategic acquisition of Jumpin represents a significant milestone in Rasna Pvt Ltd.’s growth agenda. Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. This move aligns with our long-term vision of portfolio diversification and brand consolidation within the RTD segment. Furthermore, it reinforces our commitment to the Government of India’s ‘Make in India’ initiative by focusing on indigenous, Indian trusted brands. With this in mind, Jumpin will be fully formulated using Indian fruit juices only. Through this acquisition, we aim to unlock new synergies in product development, distribution, and market expansion while continuing to deliver value-driven, high-quality offerings to the Indian consumer.”
