Jumpin returns in June with new look, flavours, and formats, targeting both urban and regional markets.
Rasna, best known for its instant beverage mixes, is stepping into India’s ready-to-drink (RTD) market with the acquisition of Jumpin, a nostalgic beverage brand, in a deal valued at ₹350 crore.
Originally launched by the Godrej Group as India’s first Tetra Pak drink, Jumpin gained a loyal following in the 1990s, bolstered by memorable advertising campaigns featuring rapper Baba Sehgal. The brand later came under the management of Hershey’s India. Now, Rasna plans to relaunch Jumpin with a renewed focus on health, taste, and quality.
The revamped Jumpin will be positioned as a healthier, thicker, and tastier beverage, made entirely with Indian fruit juices. It will roll out nationwide through modern trade outlets, e-commerce platforms, and Rasna’s extensive distribution channels in rural India.
Piruz Khambatta, chairman of Rasna Group, described the acquisition as a major step in the company’s growth strategy. “Jumpin’s strong brand recognition makes it a perfect fit for our portfolio. This acquisition supports our goals of product diversification and strengthens our presence in the RTD category,” he said. “It also aligns with the ‘Make in India’ vision, as we’re committed to promoting trusted Indian brands.”
As part of the relaunch, Jumpin will be available in Mango, Lemon, Litchi, and Guava flavours, with multiple packaging formats aimed at a variety of consumer needs. PET bottles in 250 ml, 600 ml, and 1.2 L sizes will serve both individual and family consumption occasions, while Tetra Pak versions in 125 ml, 200 ml, and 1 L sizes will cater to convenience-seeking consumers, particularly Gen Z and young families.
The new Jumpin formula will be enriched with 10 essential vitamins and minerals, including vitamin C, to meet the increasing demand for functional and nutritious beverages.
According to a report by IMARC Group, India’s fruit juice market is projected to grow at a compound annual growth rate (CAGR) of 11.9%, reaching ₹1,22,855 crore by 2033. Rising health awareness and a shift toward nutrient-rich drinks are key factors behind this trend.
Looking ahead, Rasna is exploring further innovations for Jumpin, including low-calorie options, protein and milk-based variants, and enhanced fortification to appeal to health-conscious consumers.
Jumpin will begin hitting store shelves in June, beginning with key metropolitan and regional markets, before expanding across the country.
