Rasna, a leading Indian beverage company, has acquired the iconic Jumpin brand from Hershey’s India, marking its entry into the ready-to-drink (RTD) beverage market. While the financial terms of the deal remain undisclosed, independent valuations estimate the brand’s worth at approximately ₹350 crore.
🧃 Strategic Expansion into RTD Market
With this acquisition, Rasna aims to diversify its product portfolio beyond its traditional concentrate-based drinks. The company plans to relaunch Jumpin in PET bottles and Tetra Pak formats, starting from 125 ml sizes, with prices beginning at ₹10. Initial flavors will include Mango, Lemon, Litchi, and Guava.
Rasna’s Chairman, Piruz Khambatta, stated that the company has acquired only the brand rights and not the manufacturing assets. However, Rasna will continue to use the existing manufacturing facility for production.
📈 Revenue Targets and Market Positioning
Rasna is targeting a revenue milestone of ₹1,000 crore within the next two years through this strategic acquisition. The company plans to position Jumpin as a health-conscious beverage, reducing sugar content by 50% without compromising on taste. Future versions may include protein and milk-based ingredients.
The RTD beverage market in India is witnessing rapid growth, with the fruit juice segment projected to reach ₹1,22,855 crore by 2033, growing at a CAGR of 11.90% from 2025 to 2033.
🏢 About Jumpin
Jumpin was originally launched by the Godrej Group in the early 1980s and became India’s first tetra pak juice drink. The brand was later managed by Hershey’s India but was phased out during the COVID-19 pandemic. Under Rasna’s stewardship, Jumpin is set for a relaunch in June 2025, targeting health-conscious consumers, particularly Gen Z and young families. Business Standard
🌍 Rasna’s Market Presence
Rasna is India’s leading family-owned FMCG business, exporting to over 53 countries, with 12 manufacturing plants and a vast distribution network covering 1.6 million outlets nationwide. The company has earned international accolades for superior taste and quality, including the Superior Taste Award from the International Taste and Quality Institute, Belgium.
