Rasna, the iconic homegrown beverage brand, has announced the acquisition of Jumpin, a once-popular fruit drink brand, from Hershey’s India in a move to expand its footprint into the ready-to-drink (RTD) segment.
Though the financial terms of the deal have not been disclosed, industry estimates suggest Jumpin is valued at approximately Rs. 350 crore. The acquisition is part of Rasna’s larger strategy to expand into the fast-growing non-carbonated drinks market.
Jumpin, once a familiar name in Indian households, was first introduced by the Godrej Group and later managed by Hershey’s India. It was India’s first juice drink in tetra packs before it gradually disappeared from shelves during the COVID-19 pandemic. Now under Rasna’s stewardship, the brand is being repositioned for a relaunch in June 2025—with a health-conscious, vitamin-rich formulation aimed at younger consumers.
“We are reducing the sugar content by 50% without compromising on taste,” said Piruz Khambatta, Chairman of Rasna Group. He added that future versions might include protein and milk-based ingredients, reported Fortune India.
Khambatta emphasized Jumpin’s strong recognition among consumers as a major advantage. “Its lasting appeal makes it a great addition to our lineup,” he said, noting that Rasna sees strong potential for integrating the brand into its existing product and distribution systems.
The relaunched Jumpin will be available in a variety of formats: PET bottles in 250 ml, 600 ml, and 1.2 L sizes, and tetra packs in 125 ml, 200 ml, and 1 L. Flavours will include mango, litchi, lemon, and guava.
Rasna plans to sell Jumpin through modern retail outlets, online platforms, and its widespread rural distribution network, which covers 1.6 million outlets. While the brand will also target urban markets, Khambatta said the main focus will be on smaller towns. “This country is still divided when it comes to markets. We’re not ignoring big cities, but our main push will be in tier-2 and tier-3 towns where there’s less competition,” he said.
The company also has international ambitions, with plans to export Jumpin in phases. Rasna is considering producing the drink locally in countries like the US and UK, depending on cost and logistics.
As per news report by Fortune India, in India, Rasna aims to restore Jumpin’s past visibility on Indian Railways. However, airline partnerships are not a priority. “Indigo offered us space, but I declined unless they agreed to show our brand name clearly on the main label,” Khambatta said. “It’s expensive and doesn’t pay off. It’s more for show than substance.”
