Rasna acquires RTD brand Jumpin for Rs 350 crore
Mumbai, May 19 (UNI) Rasna Pvt Ltd, the world's largest manufacturer of instant beverages, has made a significant foray into India's fast-growing ready-to-drink (RTD) segment through the acquisition of the iconic beverage brand Jumpin, independently valuated at Rs 350 crore.
Jumpin, originally launched by the Godrej Group as the first Tetrapack brand in India and popularised through memorable campaigns including those featuring Baba Sehgal since the early 1980s, was subsequently managed by Hershey's India. Now under Rasna's ownership, the brand is poised for a pan-India relaunch aimed at capturing a larger share of the RTD market, which is expected to grow substantially in the coming years.
Piruz Khambatta, Group Chairman of Rasna Pvt Ltd, said, "This strategic acquisition marks a milestone in Rasna's growth agenda. Jumpin's strong brand equity and consumer recall complement our diversification goals within the non-carbonated beverage sector. Our focus on using 100% Indian fruit juices aligns with the Government of India's 'Make in India' initiative. We aim to unlock synergies in product innovation, distribution, and market expansion, delivering high-quality, value-driven beverages to consumers nationwide."
The revamped Jumpin will be introduced in vibrant PET bottles in 250 ml, 600 ml, and 1.2 L sizes for on-the-go and family use, alongside Tetra Pak options in 125 ml, 200 ml, and 1 L packs targeting health-conscious consumers, particularly Gen Z and young families. Initial flavours include Mango, Lemon, Litchi, and Guava, with a phased rollout beginning in metropolitan and key regional markets from June.
According to IMARC Group, India's fruit juice market is projected to reach Rs 1,22,855 crore by 2033, growing at a CAGR of 11.90% during 2025-2033, driven by rising consumer preference for natural, nutrient-rich, and health-oriented beverages.
Rasna plans to position Jumpin as a fortified, ready-to-drink fruit juice rich in 10 vitamins and minerals, including vitamin C, with innovations focusing on low-calorie formulations and future enhancements involving proteins and milk-based additives. This initiative aims to appeal to evolving consumer preferences while reinforcing the brand's commitment to nutrition, taste, and wellness.
Rasna Pvt Ltd 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. UNI BDN
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