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. While the acquisition cost remains undisclosed, Rasna hinted that external agencies have pegged the value of the Jumpin brand at around Rs 350 crore.
Speaking on the acquisition, Rasna Chairman Piruz Khambatta clarified that the deal includes only the Jumpin brand and not Hershey’s manufacturing infrastructure. However, Rasna plans to continue using the same production facilities for the relaunch.
“Jumpin has strong recall as a trusted family drink, not an energy drink. It was also a pioneer in India, being among the first to use Tetra pack packaging,” said Khambatta. Originally launched by the Godrej Group, Jumpin later became part of the Hershey’s India portfolio before fading from shelves during the pandemic. Now, Rasna plans to bring Jumpin back with a contemporary twist. The refreshed product line will hit the market in both PET bottles and tetra packs, starting at an accessible Rs 10 price point. Flavours will include mango, guava, lemon, and litchi, with pack sizes beginning from 125 ml.
Khambatta expressed confidence in Jumpin’s revival, estimating that Rasna could clock Rs 1,000 crore in revenue within the next two years. The Indian RTD beverage market is currently pegged at Rs 1 lakh crore, offering ample room for growth, he noted. Before its discontinuation during the Covid-19 crisis, Jumpin was generating close to Rs 150 crore in annual revenue, albeit through limited geographic distribution. Rasna plans to leverage its own expansive distribution network to scale the brand quickly, with product rollout expected to begin next month.
Commenting on broader market trends, Khambatta said mass-market beverage products like Rasna’s continue to perform well despite wider concerns over slowing consumption. He pointed out that pressures are more visible in the premium product segment. Looking ahead, Rasna may explore entry into the milk-based beverage space—not milkshakes, but drinks that include milk as a component. The company is also in active discussions to acquire a health-focused brand that offers snacks, he revealed.
Khambatta voiced support for recent efforts to regulate sugar intake, especially in schools, saying such moves promote long-term public health without negatively impacting brands offering affordable, mass-market options. On the logistics front, Khambatta noted that supply chain disruptions in northern India, previously strained by tensions along the India-Pakistan border, have eased, and distribution networks are returning to normal.
The acquisition and planned relaunch of Jumpin mark a new chapter for Rasna as it aims to reclaim space in Indian households, this time not just in powdered concentrates but also in the ready-to-drink aisle.