Rasna has reintroduced Jumpin, the iconic ready-to-drink (RTD) fruit juice brand, aiming for a ₹1,000-crore share in India’s expanding beverage market. Originally launched by Godrej and later managed by Hershey’s India, Jumpin was discontinued during the COVID-19 pandemic. In May 2025, Rasna acquired the brand and its IPs from Hershey’s, along with a manufacturing agreement at the existing facility.
Coinciding with India’s 79th Independence Day, the relaunch supports PM Narendra Modi’s “Be Indian, Buy Indian” Swadeshi campaign. As part of celebrations, Rasna distributed Jumpin to BSF personnel and their families.
Group Chairman Piruz Khambatta said the new Jumpin embodies self-reliance, supports Indian farmers and MSMEs, and strengthens domestic supply chains. The reformulated drinks now include 10 essential vitamins, including Vitamin C, and only 7g of added sugar-about half of most competitors.
Flavours include Mango, Orange, Litchi, and Mixed Fruit, offered in PET bottles (250 ml to 1.2 L) and Tetra Packs (125 ml to 1 L), priced from ₹10 to ₹85. Rasna also plans to introduce protein and milk-based variants to appeal to Gen Z. India’s fruit juice market is expected to hit ₹1.23 lakh crore by 2033, growing at 11.9% CAGR.
