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India Today
31-05-2025
- Lifestyle
- India Today
Back to 90s classrooms: White shoes, rasna bottles and that annoying class monitor
It was always a race against the a modest Indian home of the 90s, mornings began with the hiss of the pressure cooker, the clinking of steel tiffin boxes, and a mother calling out names while tying shoelaces, braiding hair, and packing lunches : all at once. The uniform, ironed stiff the previous evening, was laid out neatly on the bed. A bottle filled with Rasna or water was pushed into one hand, and a stainless-steel dabba, still warm, into the PT shoes, chalked to near perfection on Sunday afternoon, sat by the door like soldiers ready for parade. The scent of coconut oil still lingered in the child's hair from the weekend champi. With one last shout of "Bus aa gayi!", the child dashed out, bag bouncing, ribbon flying, shoes squeaking slightly against the dusty remember waking up early every Sunday just to paint my PT shoes white - my mom would help me get the paste just right. My son now uses branded sports shoes that don't need any of that, but sometimes I wish he understood the pride in that little weekend ritual."- Ravi, 38, MumbaiTHE SCHOOL BUS: CHATTER, CHIMES & ANTAKSHARI On the bus, window seats were prime real estate. Laughter filled the air, as did the occasional hum of Antakshari. The ride to school was more than transit - it was a warm-up lap for the day's excitement, Assembly, and white-chalked shoes. In the 90s, school life came with its own set of unspoken hacks and sacred of them was the almost meditative act of rubbing white chalk on our canvas shoes before morning assembly, a desperate attempt to dodge the wrath of the PT teacher and his stick that could spot a dusty sole from a mile away. And then there was that one student, every school had one ,who had mastered the art of faking unconsciousness during assembly under the merciless clockwork, he'd wobble, clutch his head dramatically, and collapse just enough to make it believable. Five loyal friends would immediately rally around, carrying him to the classroom like paramedics, all of them slyly escaping the thirty-minute sunbake and earning a few bonus minutes of shade and mischief. It wasn't just survival - it was an art ROOM WHISPERSAnd then there was that one student the teacher's favourite, entrusted with the holy duty of carrying notebooks and answer sheets to the staff room. While the rest of us envied his VIP status, he had access to a world we could only imagine. The staff room, that mysterious, almost mythical space, wasn't just a room full of desks and tea was where chalk dust settled over gossip about the headmistress, someone's in-laws, or last night's TV serial. For students, it was the grown-up zone, the Hogwarts-for-teachers where whispers, laughter, and secrets lived. To walk in there, even for a moment, with a pile of copies in hand, was to taste forbidden power and possibly overhear that Mrs. Sharma had had it with Class BLACKBOARD AND THAT ANNOYING MONITOR Inside the classroom, the walls were bare but the windows were wide. Desks carved with names, ink stains on fingers, gave the room its character. There were no air conditioners, just fans and open windows through which the world peeked in. The blackboard held remnants of yesterday's lesson still faintly visible beneath the fresh chalk then there was that class monitor, the one who took their job too seriously, reminding the teacher repeatedly, "Madam, we have a test today!" Sometimes dreaded, often teased, but always the unspoken ruler of the classroom order."I still remember when I was made the class monitor, not because I was responsible, but because I was the only one who didn't talk during the teacher's lecture that day. For a week, I was excited for writing names on the board, pretending to be strict, and carrying the attendance register like it was a crown jewel. But the truth is, the power lasted only until my best friend's name came up and I quietly wiped it off before the teacher returned."- Sunita, 39, KolkataadvertisementTHE TREASURED GEOMETRY BOX & INK PEN Every student had that sacred Camlin geometry box , a shiny little treasure chest at the start of the year, and a mysterious junk drawer by the end. The compass was less about geometry and more about poking holes in erasers (and sometimes arms), while the divider felt like it belonged in a weapon plastic scale rarely made it past August without a chipped corner, and somehow, the protractor was always missing when you actually needed it. But nothing marked growing up quite like the switch from pencils to ink pens , a rite of passage we wore with pride. Along with it came the telltale blue smudges on our fingers, the messy proof that we were now in the league of serious students or at least pretending to WORK: GLITTER GLUE & HAND-DRAWN BORDERSWhen project time came around, it was a family affair. Chart papers were bought in bulk. Borders were hand-drawn with sketch pens, and headings were carefully colored in block letters. Glitter glue added final flair, sometimes smudged at the last moment. There were no Canva templates, no internet references, just creativity, scissors, and fevicol stains that refused to BOOKS: THE ORIGINAL SOCIAL NETWORK Then there were the slam books and autograph diaries the original social network. They were filled with confessions, silly poems, secret crushes, and motivational quotes copied from greeting cards. "Don't forget me" was a line scribbled in every other corner, as if everyone knew this moment wouldn't last."Our slam books were sacred. We wrote in blue ink with shaky hands, sharing secrets and silly poems. My son chats on social media now, but those digital messages don't have the same charm or permanence."- Manish, 40, BangaloreFLAMES: THE OG LOVE PREDICTOR Before dating apps and Instagram stalking, there was FLAMES the OG love prediction game that every 90s kid secretly believed in. Scribbled in the back pages of notebooks or whispered during free periods, it was our version of destiny. All you needed were two names, a little counting, and a lot of hope. Would it be Friendship, Love, Affection, Marriage, Enemy, or Sister? The suspense was real, and so was the heartbreak when your crush landed in the "S" category. Because in the 90s, FLAMES wasn't just a game - it was our first taste of teenage romance, drama, and the magic of LOST TEXTURE OF CHILDHOOD Today, school is smoother, sleeker, and smarter. Bags come with wheels, notebooks are digitised, and projects are often outsourced or printed. Ink pens have made way for styluses, slam books for story highlights. Convenience has grown, but so has the distance from the simple joys of school child of today may never know the thrill of perfectly chalked shoes, the pride in a handmade project, or the excitement of filling a slam book with maybe, without realising it, they're missing the very things that made going to school feel like coming AI by Vani Gupta
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.
