Months after acquiring beverage brand Jumpin from Hershey’s India, Rasna has announced its relaunch as a 100% Indian-made, ready-to-drink (RTD) fruit juice. The move marks Rasna’s official entry into the fast-growing RTD segment, with an ambitious target to capture a ₹1,000 crore share of the market.
Timed with India’s 79th Independence Day, Rasna celebrated the launch with the Border Security Force (BSF), distributing Jumpin to personnel and their families as a gesture of gratitude for their service.
Speaking at the launch, Piruz Khambatta, group chairman of Rasna, said, “The new Jumpin reflects Rasna’s commitment to the spirit of Swadeshi, as envisioned by our prime minister. 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. Every element of Jumpin—from research and development to ingredient sourcing, manufacturing, and packaging—has been proudly developed within India. In line with the Swadeshi movement, as well as the broader vision of ‘Make in India’ and ‘Atmanirbhar Bharat,’ Jumpin exemplifies the power of Indian enterprise. With each bottle, we celebrate homegrown innovation, economic empowerment, and the collective strength of Bharat.”
The new Jumpin range features mango, orange, litchi, and mixed fruit flavors, fortified with vitamins including and containing just 7 grams of added sugar. Available in PET bottles (250 ml to 1.2 L) and Tetra Packs (125 ml, 200 ml, and 1 L), prices range from ₹10 to ₹85. Jumpin is the only brand to offer a 125 ml orange drink in a ₹10 Tetra Pack, the company said.
The relaunch comes at a time when India’s fruit juice market is poised for rapid growth. According to IMARC Group, the market is projected to reach ₹1,22,855 crore by 2033, growing at a CAGR of 11.90% from 2025 to 2033.
Catering to evolving consumer preferences, especially among Gen Z, Rasna plans to further innovate Jumpin’s range with protein and milk-based additives, low-calorie options, and enhanced functional nutrition. The brand’s positioning aims to combine taste, affordability, and health benefits to appeal to families, children, fitness enthusiasts, and professionals alike.
Rasna had acquired Jumpin which had been independently valued at Rs 350 crore. Khambatta had said, “Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. Jumpin will be fully formulated using Indian fruit juices only. Through this acquisition, we aim to unlock synergies in product development, distribution, and market expansion.”
Managed by Hershey’s India till this acquisition, Jumpin was originally introduced by the Godrej Group. It became famous due to its Tetra Pak offerings and advertisements featuring Baba Sehgal in the early 1980s.
Rasna has 12 manufacturing plants in India. Its distribution network includes 26 depots, 200 super stockists, 5,000 stockists, and 900 sales personnel, covering 16 lakh retail outlets in the country.
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Naresh Khanna – 10 February 2025
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