In a landmark move that signals a major shift in India’s ready-to-drink (RTD) beverage landscape, Rasna Pvt Ltd, the world’s largest manufacturer of instant beverages, has acquired the iconic fruit drink brand Jumpin, independently valuated at ₹350 crore. This strategic acquisition marks Rasna’s official foray into the fast-growing non-carbonated RTD segment.
Originally introduced by the Godrej Group in the 1980s, Jumpin became a household name with its vibrant Tetra Pak packaging and catchy advertisements featuring celebrities like Baba Sehgal. The brand later came under the management of Hershey’s India and is now set to begin a bold new chapter under Rasna’s ownership.
A Healthier, Stronger Comeback:
Rasna plans to reintroduce Jumpin as a “Richer, Thicker, Tastier” juice drink — the first of its kind in India. The relaunch will feature nutrient-rich fruit juices made solely from Indian-sourced fruits, aligning with the Government of India’s ‘Make in India’ initiative.
Jumpin will be available in vibrant PET bottles (250 ml, 600 ml, and 1.2 L) for both on-the-go and family use, and in Tetra Pak formats (125 ml, 200 ml, and 1 L) designed to appeal to Gen Z and health-conscious families. The product is set to hit shelves starting June 2025, beginning with mango, lemon, litchi, and guava flavors across key urban and regional markets.
A Vision for ₹1000 Cr RTD Ambition:
Speaking on the acquisition, Mr. Piruz Khambatta, Group Chairman of Rasna Pvt Ltd., said:
“Jumpin’s strong brand equity and consumer recall make it a valuable addition to our portfolio. This acquisition aligns with our broader vision of diversification, and strengthens our commitment to value-driven, high-quality Indian brands.”
Mr. Khambatta emphasized that the move supports Rasna’s strategy to tap into the growing demand for natural, functional beverages, while contributing to self-reliance in domestic production.
Future-Ready with Wellness Innovations:
With India’s fruit juice market expected to reach ₹1,22,855 crore by 2033 (CAGR 11.90%, IMARC Group), Rasna is doubling down on research-led product development. The new Jumpin juice drink will be enriched with 10 essential vitamins and minerals, including Vitamin C, and the brand plans to explore protein and milk-based variants in the future.
This positions Jumpin as more than just a nostalgic favorite — it becomes a functional beverage for today’s wellness-focused consumers.
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