Rasna acquires Jumpin for INR 350 crores

Rasna Pvt Ltd has acquired the beverage brand Jumpin from Hershey’s India. With this acquisition, Rasna has entered the ready-to-drink (RTD) market segment of which it plans to INR 1,000 crore revenue share. No specific timeline for this target has been disclosed. The beverage brand Jumpin has been independently valued at INR 350 crores.

Piruz Khambatta, group chairman, Rasna Pvt Ltd, said, “Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. Jumpin will be fully formulated using Indian fruit juices only. Through this acquisition, we aim to unlock synergies in product development, distribution, and market expansion.”

Managed by Hershey’s India till this acquisition, Jumpin was originally introduced by the Godrej Group. It became famous due to its Tetra Pak offerings and advertisements featuring Baba Sehgal in the early 1980s.

According to data released by IMARC Group, India’s fruit juice market is expected to touch INR 1,22,855 crores by 2033, growing at 11.90% compounded annual growth rate (CAGR) from 2025 to 2033. The rising consumer awareness about health and increasing demand for natural beverages, has been driving growth in this market, the firm states.

Rasna intends to relaunch Jumpin as a thick and healthy fruit juice drink starting in June 2025. The relaunch will be supported by its nationwide distribution network including modern retail chains, e-commerce platforms, and Rasna’s network of rural retail stores. Rasna has 12 manufacturing plants in India. Its distribution network includes 26 depots, 200 super stockists, 5,000 stockists, and 900 sales personnel, covering 16 lakh retail outlets in the country.

Targeted at health-conscious Gen Z consumers, Jumpin fruit juices will incorporate 10 vitamins and minerals, including vitamin C. Rasna also plans to focus on vitamin fortification, low-calorie formulations, and the addition of proteins and milk-based additives in future.

The relaunch will include PET bottles in 250 ml, 600 ml, and 1.2 litre sizes, and in 125 ml, 200 ml, and one litre Tetra Pak sizes. The brand will feature Indian fruit juices, supporting the Government of India’s ‘Make in India’ initiative. The Jumpin flavours to be launched in June include Mango, Lemon, Litchi, and Guava.