The company eyes Rs 1,000 crore share of the ready-to-drink (RTD) business with Jumpin’s pan-India diversification
In line with its strategy to diversify and consolidate its position within the non-carbonated beverage category, Rasna, a manufacturer of instant beverages, has forayed into India’s rapidly expanding ready-to-drink (RTD) segment. The company has acquired the beverage brand Jumpin, independently valuated at Rs 350 crore.
Originally introduced as a flagship product of the Godrej Group, Jumpin was the first tetra pack brand to gain widespread consumer acceptance for its flavourful tetra pack offerings, as per the official statement. Subsequently managed by Hershey’s India, the brand now transitions into a new growth phase under Rasna.
The company added that Jumpin is now being relaunched with a pan-India rollout via modern retail, ecommerce platforms, and Rasna’s robust rural distribution network.
“The strategic acquisition of Jumpin represents a significant milestone in Rasna’s growth agenda. Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. This move aligns with our long-term vision of portfolio diversification and brand consolidation within the RTD segment,” stated Piruz Khambatta, Group Chairman, Rasna
As part of its relaunch strategy, the company will introduce Jumpin in vibrant, consumer-centric Pet bottles in 250 ml, 600 ml, and 1.2 litre formats to cater to both on-the-go and family consumption occasions. To appeal to health-conscious and modern consumers, especially Gen Z and young families, the brand will also be available in convenient tetra Pack formats in 125 ml, 200 ml, and one litre pack sizes.
The brand will hit shelves in June. The company will introduce multiple stock keeping units (SKUs) in mango, lemon, litchi and guava flavours targeting key regional and metropolitan markets first, followed by a phased national expansion. Through this acquisition, the company aims to unlock new synergies in product development, distribution, and market expansion while continuing to deliver value-driven, high-quality offerings to the Indian consumer.
