Rasna Buys Jumpin, Valued at ₹350 Crore, Dives into ₹1,000 Crore Ready-to-Drink Market

When the heat rises, cold drinks rise higher on our wishlist. This year, the range of fruity refreshment beverages has an addition. The popular drink of the ’90s, Jumpin, is making a return under the wing of Rasna, a brand that itself defined summer beverages for millions of Indian households.

In a strategic move, Rasna has acquired Jumpin from Hershey’s India for an undisclosed amount; however, Jumpin itself is independently valued at ₹350 crore. With this acquisition, Rasna steps into the ₹1,000 crore Ready-to-Drink (RTD) market—one of the fastest-growing beverage segments in the country.

Source: Economic Times

Let’s dive into what this means for the industry, the consumer, and the legacy of two of India’s most loved beverage names.

A Sip of Nostalgia, Jumpin Back with a Bang

Jumpin was once a familiar name in Indian homes, offering fruity tetra packs and bottled drinks that were a hit with children and young adults, especially for being endorsed by celebrities. Originally owned by Godrej, it lost its shelf space after its later managers, Hershey India, decided to focus on other core categories like chocolates and syrups, before discontinuing the drink during the COVID-19 pandemic.

Rasna is set to relaunch the iconic brand in June as Jumpin Rich, positioning it as a low-sugar, vitamin-fortified fruit juice beverage. The drink is touted to be tastier, richer, and thicker in its new avatar. According to Group Chairman Piruz Khambatta, the sugar content has been reduced by 50% to make it a healthier choice.

Originally known for its Tetra Pak juices in the 1980s and ’90s, Jumpin is returning with modern packaging formats—PET bottles (250 ml, 600 ml, and 1.2 L) and Tetra Paks (125 ml, 200 ml, and 1 L). Pricing will begin at ₹10 for a 125 ml pack, ₹20 for a 250 ml PET bottle, and ₹99 for a 1-litre pack.

The initial rollout will include flavors like Mango, Lemon, Litchi, and Guava, targeting key urban and regional markets, with a phased expansion planned across the country. Future variants are also in the pipeline, featuring protein- and milk-based options aimed at Gen Z consumers and health-conscious families.

Khambatta shared that the acquisition was part of the company’s larger vision to expand beyond powder-based concentrates into ready-to-drink formats. This marks a significant shift for Rasna, which has traditionally ruled the powdered soft drink market for decades.

Source: CNBC TV 18

Why This Move Matters

Rasna’s acquisition of Jumpin is more than a business deal—it reflects changing consumer lifestyles, a smart brand revival, and a bold step into a fast-growing, competitive market.

1. Changing Consumer Habits: Ready-to-drink products have become more popular as consumers seek quick, on-the-go refreshment options. People don’t always have the time (or patience) to mix concentrates with water and sugar. Jumpin’s new avatar will cater to these evolving preferences.
   
2. Strategic Expansion for Rasna: While Rasna has a stronghold in the powder drinks segment, entering the RTD space allows it to tap into a more premium, impulse-driven market. It also places Rasna in more competitive retail spaces like convenience stores, malls, and vending machines.
   
3. Revival of Indian Brands: At a time when global beverage giants dominate shelf space, the comeback of Jumpin under an Indian FMCG house adds to the broader narrative of reviving Indian brands for Indian consumers, with a modern twist.
   

The Market Potential

The RTD relaunch comes at a time when India’s fruit juice market is estimated to be worth ₹1,000 crore, and growing rapidly, thanks to urbanisation, a rise in disposable income, and a younger demographic that seeks variety and convenience. 

The market is projected to reach from $7.85 in 2024 to approximately $13.59 billion by 2033 with a CAGR of nearly 6.3%, as per IMARC Group. Rasna also plans to reopen talks with Indian Railways to bring Jumpin back as an onboard beverage option.

Rasna, the five-decade-old instant beverage brand with ten manufacturing units and a distribution network spanning 1.8 million outlets, holds a dominant 90% share in India’s instant drink market. Amid this, players like Paper Boat, Frooti (Parle Agro), Tropicana (PepsiCo), and Maaza (Coca-Cola) have also proved to be be strong contenders. Rasna’s entry, backed by Jumpin’s legacy, adds a fresh wave of competition, especially in the fruit drinks sub-category.

Source: CNBC TV 18, Economic Times

Brand Synergy and Distribution Power

One of Rasna’s strengths is its vast distribution network across India, especially in rural and semi-urban markets where global RTD players don’t always reach effectively. This gives Jumpin a strong launchpad. Prior to being discontinued during the pandemic, Jumpin recorded an annual turnover of ₹150 crore across select markets. As part of its goal to reach ₹1,000 crore in revenue within the next two years, Rasna plans to scale the brand significantly. The company will tap into its extensive distribution network, with product availability set to begin in June 2025.

The brand also enjoys recall value, something money can’t buy. For many millennials, the Jumpin logo and name bring back childhood memories of school lunches and summer holidays. Rasna plans to play on this emotional connect while also targeting kids through attractive packaging and modern advertising.

Additionally, by acquiring a complete brand—with trademarks, formulations, and IP—Rasna avoids the time and cost of building a new RTD brand from scratch. Instead, it can leverage the existing equity of Jumpin and expand quickly.

Source: Business World

Conclusion

In a market that thrives on both innovation and nostalgia, Rasna’s acquisition of Jumpin is a well-timed, well-thought-out decision. It bridges the gap between India’s beverage past and its future—blending emotional legacy with modern business strategy.

For consumers, especially those who grew up in the ’90s and early 2000s, this is more than just a brand revival. It’s a return of memories. And for Rasna, it’s a chance to refresh its own identity while stepping into a lucrative, fast-moving market.

Disclaimer Note: The securities quoted, if any, are for illustration only and are not recommendatory. This article is for education purposes only and shall not be considered as a recommendation or investment advice by Equentis – Research & Ranking. We will not be liable for any losses that may occur. Investments in the securities market are subject to market risks. Read all the related documents carefully before investing. Registration granted by SEBI, membership of BASL & certification from NISM in no way guarantee the performance of the intermediary or provide any assurance of returns to investors.

FAQ