In a strategic move poised to reshape the ready-to-drink segment, Rasna, the iconic Indian beverage brand known for its instant drink mixes, has announced the acquisition of ‘Jumpin’ from Hershey’s India. This acquisition marks Rasna’s ambitious foray into the ready-to-drink (RTD) space a category that has been steadily gaining momentum among health-conscious, convenience-driven consumers. While the financial details remain undisclosed, the brand has been independently valued at ₹350 crore, underlining its legacy and market potential.
Jumpin, a nostalgic name etched in the memories of many Indian households, brings with it a rich heritage. It holds the distinction of being one of the first beverage brands in India to popularize the tetra pack format, making it a trailblazer in packaging innovation. What truly sets Jumpin apart, however, is its enduring perception as a family-friendly beverage distinct from today’s energy drink-laden aisles. This reputation gives Rasna a strong platform to build a refreshing alternative in a market often cluttered with synthetic or aggressive offerings.
Piruz Khambatta, Chairman of Rasna Group, captured the essence of the acquisition perfectly when he said, “Brands stagnate like a heritage building, and need to be redone to make them contemporary.” With this relaunch, Rasna aims to preserve the emotional resonance of Jumpin while revitalizing it to meet the expectations of a new generation of consumers. The relaunch will retain the original brand name, a nod to the emotional connect it still holds among Indian families.
This move is not just about nostalgia it’s a well-timed entry into a high-potential market where consumers are increasingly seeking natural, hygienic, and ready-to-consume beverages. Rasna’s existing distribution network, brand equity, and understanding of Indian taste preferences place it in a strong position to scale Jumpin’s footprint nationally and globally.
In essence, Rasna’s acquisition of Jumpin isn’t just the revival of a beloved brand it’s the beginning of a new chapter in India’s beverage evolution. As heritage meets innovation, this partnership promises to quench more than just thirst it aims to redefine refreshment in every sip.
