Business EconomyPosted at: May 19 2025 9:22PM


Rasna acquires RTD brand Jumpin for Rs 350 crore

Mumbai, May 19 (UNI) Rasna Pvt Ltd, the world's largest manufacturer of instant beverages, has made a significant foray into India's fast-growing ready-to-drink (RTD) segment through the acquisition of the iconic beverage brand Jumpin, independently valuated at Rs 350 crore.
Jumpin, originally launched by the Godrej Group as the first Tetrapack brand in India and popularised through memorable campaigns including those featuring Baba Sehgal since the early 1980s, was subsequently managed by Hershey’s India. Now under Rasna’s ownership, the brand is poised for a pan-India relaunch aimed at capturing a larger share of the RTD market, which is expected to grow substantially in the coming years.
Piruz Khambatta, Group Chairman of Rasna Pvt Ltd, said, "This strategic acquisition marks a milestone in Rasna’s growth agenda. Jumpin’s strong brand equity and consumer recall complement our diversification goals within the non-carbonated beverage sector. Our focus on using 100% Indian fruit juices aligns with the Government of India’s ‘Make in India’ initiative. We aim to unlock synergies in product innovation, distribution, and market expansion, delivering high-quality, value-driven beverages to consumers nationwide."
The revamped Jumpin will be introduced in vibrant PET bottles in 250 ml, 600 ml, and 1.2 L sizes for on-the-go and family use, alongside Tetra Pak options in 125 ml, 200 ml, and 1 L packs targeting health-conscious consumers, particularly Gen Z and young families. Initial flavours include Mango, Lemon, Litchi, and Guava, with a phased rollout beginning in metropolitan and key regional markets from June.
According to IMARC Group, India's fruit juice market is projected to reach Rs 1,22,855 crore by 2033, growing at a CAGR of 11.90% during 2025-2033, driven by rising consumer preference for natural, nutrient-rich, and health-oriented beverages.
Rasna plans to position Jumpin as a fortified, ready-to-drink fruit juice rich in 10 vitamins and minerals, including vitamin C, with innovations focusing on low-calorie formulations and future enhancements involving proteins and milk-based additives. This initiative aims to appeal to evolving consumer preferences while reinforcing the brand’s commitment to nutrition, taste, and wellness.
Rasna Pvt Ltd is India's leading family-owned FMCG business, exporting to over 53 countries, with 12 manufacturing plants and a vast distribution network covering 1.6 million outlets nationwide. The company has earned international accolades for superior taste and quality, including the Superior Taste Award from the International Taste and Quality Institute, Belgium. UNI BDN
Please log in to get detailed story.
Tags: #Rasna acquires RTD brand Jumpin for Rs 350 crore
More News

Singareni selected for prestigious ICWAI Award

19 Jun 2025 | 1:27 AM

Hyderabad, June 18 (UNI) State-owned Singareni has been selected for the prestigious Institute of Cost Accountants of India (ICMAI) award.

see more..

Hyd: Raghu Vamsi Aerospace to focus on 100 pc indigenous systems

19 Jun 2025 | 1:26 AM

Hyderabad, June 18 (UNI) Hyderabad based Raghu Vamsi Aerospace Group, a leader in high-precision manufacturing, today said that “We are building the future of autonomous warfare with 100% indigenous systems”.

see more..

Hyd-based Raghu Vamsi Aerospace debuts indigenous Jet Engine & UAV tech at 55th Paris Air show

19 Jun 2025 | 1:16 AM

Hyderabad, June 18 (UNI) Hyderabad-based Raghu Vamsi Aerospace Group, a leader in high-precision manufacturing, today said it has unveiled its latest defense and propulsion technologies at the 55th International Paris Air Show.

see more..

Cyient Foundation partners with ICT Academy to empower students in Telangana and AP

19 Jun 2025 | 12:14 AM

Hyderabad, June 18 (UNI) Cyient Foundation, the CSR arm of Cyient Ltd., has partnered with ICT Academy to launch a comprehensive entrepreneurship development programme aimed at empowering 2,000 students across engineering, arts, and science institutions in Telangana and Andhra Pradesh.

see more..

Fintech firm YOUGotaGift starts operations at Infopark

18 Jun 2025 | 9:56 PM

Kochi, June 18 (UNI) Leading fintech company, YOUGotaGift, began operations at Infopark, as the Dubai-headquartered company's India MD and CTO Ashin K N inaugurating the new office, turning a leaf in the six--year-old firm’s profile of revolutionising the world of gift vouchers in the Gulf region.

see more..