Rasna, one of India’s most iconic beverage brands, has made a strategic comeback into the ready-to-drink (RTD) beverage segment by acquiring Jumpin, a nostalgic fruit drink brand, from Hershey’s India. This move marks Rasna's aggressive push to re-establish its presence in the fast-growing non-carbonated drinks segment and reclaim its market leadership.

Jumpin’s Legacy and Revival Plan

Jumpin, originally introduced by Godrej and later taken over by Hershey’s India, had once captured the hearts of Indian consumers with its Tetra Pak fruit juices and celebrity endorsements in the 80s and 90s. However, the brand was discontinued around the COVID-19 pandemic, leaving a void in the market for nostalgic fruit juice lovers.

Rasna’s Chairman Piruz Khambatta confirmed that the acquisition includes Jumpin’s full brand rights and intellectual properties (IPs). The brand, as per Rasna’s disclosure, has been independently valued at ₹350 crore. The company has also partnered with Hershey’s to continue manufacturing the product at the latter’s existing plant, ensuring smooth and consistent supply during the relaunch phase.

Healthier and Modern Formulation: Jumpin Rich

The revival isn’t just about nostalgia. Rasna is reimagining Jumpin with a health-focused approach, relaunching it as Jumpin Rich—a vitamin-fortified fruit juice beverage with 50% reduced sugar compared to traditional fruit drinks.

Khambatta emphasized that this move aims to address the changing preferences of Gen Z and health-conscious consumers, who now seek low-sugar and functional beverages. The new version will offer a nutritional edge while retaining the vibrant fruity flavours that made Jumpin a household name.

Wide Range of Formats and Flavours

Jumpin Rich will be launched in modern packaging formats that include:

• PET Bottles: 250 ml, 600 ml, and 1.2 L

• Tetra Paks: 125 ml, 200 ml, and 1 L

The initial flavour range includes Mango, Lemon, Litchi, and Guava, which are among the most preferred fruit juice flavours in the Indian market. Rasna has planned a phased launch, starting with urban and regional hotspots, before going for a pan-India rollout.

Pricing Strategy for Mass Market Penetration

Rasna is also keeping its pricing highly competitive to penetrate both rural and urban markets:

• ₹10 for 125 ml Tetra Pak

• ₹20 for 250 ml PET bottle

• ₹99 for 1 litre pack

This pricing is designed to make Jumpin Rich accessible to a wide demographic, ensuring that both budget-conscious and health-conscious consumers are catered to.

Future Plans: Protein, Milk-Based and More

Beyond the initial launch, Rasna has a pipeline of innovative product variants in development. These include protein-based and milk-based drinks—categories that are increasingly gaining traction among young adults, children, and fitness-focused families.

Rasna’s diversification strategy reflects an intentional shift towards being more than just a legacy soft drink brand—it aims to become a nutrition-first beverage company.

Make in India and Indian Ingredient Focus

Khambatta also highlighted that the new Jumpin will be 100% Made in India, using Indian-sourced fruit juices. This move supports the Make in India initiative and helps reduce dependency on imports, while promoting local agriculture and food processing units.

Industry Outlook and Rasna’s Ambition

According to IMARC Group, India’s fruit juice market is projected to grow to ₹1.22 lakh crore by 2033, at a CAGR of nearly 12%. This projection offers Rasna a massive opportunity in the non-carbonated RTD segment, which has witnessed explosive growth due to rising health consciousness and urbanization.

Rasna’s internal target is to capture ₹1,000 crore of this growing market over the next few years—a figure that aligns with its aggressive expansion and brand relaunch plans.

Jumpin’s Potential Return to Indian Railways

In a nostalgic nod, Rasna also intends to re-negotiate with Indian Railways to bring Jumpin back as an onboard beverage. This move, if successful, could once again place the iconic drink in the hands of millions of daily commuters and travellers, just like it once did in the past.

Conclusion: A Refreshing Comeback for Rasna and Jumpin

The strategic acquisition of Jumpin marks a significant milestone in Rasna’s growth agenda, adding new strength to its non-carbonated portfolio. With a health-conscious, nostalgia-driven, and value-oriented strategy, Rasna is poised to redefine the RTD beverage landscape in India.

This move isn’t just about reviving a legacy brand—it’s about shaping the future of how Indians consume fruit drinks. And in a market that’s rapidly expanding and evolving, Jumpin Rich may very well jump-start Rasna’s next chapter of success.

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