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Time of India
2 days ago
- Business
- Time of India
This Independence -Day, brands go vocal for local
Representaive AI image by Denny Representaive AI image by Denny 1 2 MUMBAI: From celebrating India's rich cultural heritage and craftsmanship to being vocal for local, Independence Day campaigns crafted by companies this year are going all out to showcase the country's potential. As India marks its 79th year of independence amid tariff turbulence, which risks derailing the country's short-term growth trajectory, the show of Indian might has grown bigger. Be it Rasna touting the rollout of a relaunched "Indian made" ready-to-drink fruit juice Jumpin, a brand it recently acquired from Hershey's India, or SolarSquare, a startup launching the 'Apna Desh, Apni Bijli' campaign, this I-Day is a lot about rallying behind India's pitch to be self-reliant. "Rooted in the ideals of self-reliance and national pride, Jumpin is a 100% indigenous product that champions Indian farmers, supports local MSMEs, and reinforces domestic supply chains," said Piruz Khambatta, group chairman at Rasna. Homegrown furniture startup Pepperfry curated a digital film detailing the making of a sofa at its manufacturing facility. "Independence Day is also about recognising the people and efforts that make India self-reliant," said Archana Kumari, lead, brand marketing at Pepperfry. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Unsold 2021 Cars Now Almost Free - Prices May Surprise You Unsold Cars | Search Ads Learn More Undo Over the past few years, a deluge of local brands and D2C startups have mushroomed in the country, widening choice for consumers; many of them have also gone global. Alongside the growth of western chains such as KFC or Starbucks, Indians today have the option to buy fast food and coffee from a Wow! Momo and Blue Tokai Coffee Roasters or apparel from The Souled Store or Virgio. Besides, a whole new crop of brands such as Suta and House of Chikankari are stepping up the appeal of Indian fabrics and craftsmanship. This time around, Tata Tea Premium has featured hand-painted kettles inspired by regional art forms, including Madhubani, Phulkari, and Pattachitra. "At Tata Tea Premium, our hyperlocal strategy is rooted in the belief that India's rich diversity is its greatest strength," said Puneet Das, president, packaged beverages (India & South Asia) at Tata Consumer Products. The patriotic fervour is not just confined to campaigns and product launches; some brands have also tapped into the national sentiment to strategise and step up visibility for emerging Indian brands - Myntra, for instance, is rolling out a zero commission model for new women's ethnic wear brands for three months starting August 15. Stay informed with the latest business news, updates on bank holidays , public holidays , current gold rate and silver price .
Time of India
19-05-2025
- Business
- Time of India
Rasna buys Jumpin, expands into 'ready to drink' category
MUMBAI: Instant beverage maker Rasna on Monday announced that it has acquired the brand Jumpin from Hershey's India for expanding into the ready-to-drink category . Rasna did not disclose the amount it has paid for the 100% acquisition of the brand. However, it indicated that independent agencies have valued the brand at Rs 350 crore. Piruz Khambatta, Rasna's chairman, said the company has acquired only the brand from Hershey's and not the manufacturing asset. It will be using the same manufacturing facility going ahead. Stay informed with the latest business news, updates on bank holidays and public holidays . AI Masterclass for Students. Upskill Young Ones Today!– Join Now
Time of India
19-05-2025
- Business
- Time of India
Rasna to acquire Jumpin from Hershey's India
Rasna said it is acquiring beverage brand Jumpin from Hershey's India as part of its strategy to enter the ready-to-drink (RTD) segment. While Ahmedabad-based Rasna did not disclose the acquisition cost, it said Jumpin is independently valued at ₹350 crore, based on its future opportunity and growth. Industry executives, however, put the deal size at about ₹250 crore. by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Glicemia alta? Misture 1 gota disso no copo e teste Saúde Melhor Idade Veja agora Undo "We have acquired the brand IP, but it's an asset-light acquisition without any plants. We wanted to enter the RTD segment and had explored both extending Rasna into the category as well as acquisitions," Piruz Khambatta, group chairman of Rasna. "We have been on the lookout for brands in this category for long and Jumpin was a right fit when it comes to the value, scalability and brand recall." Jumpin, originally launched as a flagship product of the Godrej Group , became India's first tetra pak brand in the early 80s. It was subsequently managed by Hershey's India but was phased out during the pandemic. Live Events "There is a trend of old and legacy brands being revived, some by existing companies and others through acquisitions like the Reliance Campa Cola deal. We will be relaunching the brand with a healthier positioning," said Khambatta. "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," said Khambatta. The company said it is aiming for ₹1,000 crore share of the RTD business, with Jumpin's pan-India diversification helping it diversify and consolidate its position within the non-carbonated beverages category. The five-decade-year-old instant beverage maker Rasna, which has ten factories and a distribution reach of 1.8 million outlets, is the market leader with 90% share in the country's instant drink segment. According to IMARC Group, India's fruit juice market is projected to reach ₹1.23 lakh crore by 2033, growing at a CAGR of 11.9% over the next eight years. Rising health awareness and escalating demand for natural and nutrient-rich beverages are the main drivers of market growth. However, globally and well as in India, shifting consumer tastes are prompting beverage companies, including Coca-Cola and Pepsi, to find ways to diversify from traditional soda and high-calorie juices. "Low sugar or diet food is still niche and doesn't really sell, controlling just 1-3% market share in most food and beverage categories. Our approach is to voluntarily reduce sugar, salt and fat without any need for external regulations," added Khambatta. Rasna said it has identified key wellness drivers essential for the relaunch of Jumpin brand with fortified vitamins and low-calorie formulations. The company is also exploring value addition in Jumpin with proteins and milk-based additives.
United News of India
19-05-2025
- Business
- United News of India
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
Time of India
19-05-2025
- Business
- Time of India
Rasna acquires Jumpin from Hershey's to expand into ready-to-drink category
Instant beverage maker Rasna on Monday announced that it has acquired the brand Jumpin from Hershey 's India for expanding into the ready-to-drink category. Rasna did not disclose the amount it has paid for the 100 per cent acquisition of the brand. However, it indicated that independent agencies have valued the brand at Rs 350 crore. Piruz Khambatta , Rasna's chairman, said the company has acquired only the brand from Hershey's and not the manufacturing asset. It will be using the same manufacturing facility going ahead. Jumpin was originally launched by the Godrej Group and was subsequently managed by Hershey's India, as per an official statement. Khambatta said Jumpin has advantages like its heritage, perception as a family brand which is not in the energy drink category and a pioneering one as well having used a tetra pack for the first time in India. The chairman said brands stagnate like a heritage building, and need to be redone to make them contemporary, and added that Jumpin will be relaunched by Rasna with the same brand name. Under its new owners, Jumpin will be launched in PET bottles and tetrapacks with size starting from 125 ml and the price band from Rs 10 onwards, he said, adding that it will come in lemon, litchi, guava and mango flavours. Rasna is targeting to have a revenue of Rs 1,000 crore in over two years, he said, adding that the overall market size is Rs 1 lakh crore and the company is conservative in its expectations. Before shutting during Covid time, Jumpin was doing about Rs 150 crore of revenues per year through limited geography sales, he said. Rasna has its own distribution network and also strengthen the same, he said, adding that distribution will start from next month onwards. Asked about reports of slowdown in consumption growth, Khambatta said the mass offerings of the kind done by Rasna are not facing any troubles, but it is the premium category which is witnessing stress. In the future, Rasna may contemplate to enter the milk-based beverages segment, he said, clarifying that this will not be a milk shake, but a drink having some component of milk. He said the company is in talks to acquire a health company as well, whose offerings also include snacks. Khambatta also welcomed the moves to restrict sugar consumption like the one at schools level. He said distribution chains in the northern region, which were impacted due to the conflict between India and Pakistan, have come back to normal now as life is getting back to normal.
