Instant beverage maker Rasna has acquired the iconic Jumpin brand from Hershey’s India as part of its aggressive push into the ready-to-drink (RTD) beverage segment. While the financial details of the deal were not disclosed, independent valuations peg the brand’s worth at ₹350 crore.
Rasna Chairman Piruz Khambatta confirmed that the acquisition includes only the brand rights and not the manufacturing assets. However, the company plans to continue production at the existing facility.
Originally launched by the Godrej Group, Jumpin was later managed by Hershey’s India. Rasna aims to breathe new life into the brand, leveraging its nostalgic connection and recognition as a family-friendly, non-energy drink option.
“Jumpin was one of the pioneers in using Tetra Pak in India. It has strong equity and recall among Indian consumers. Brands are like heritage buildings—valuable, but they need restoration to stay relevant,” said Khambatta.
Rasna plans to relaunch Jumpin in PET bottles and tetra packs, starting from 125 ml, priced from ₹10. The initial flavors will include lemon, litchi, guava, and mango. The rollout will begin next month through Rasna’s existing and expanding distribution network.
With this relaunch, Rasna is eyeing a ₹1,000 crore revenue target within two years, tapping into India’s ₹1 lakh crore beverage market.
Before operations were halted during the COVID-19 pandemic, Jumpin generated around ₹150 crore annually from limited geographical coverage.
Looking ahead, Khambatta revealed Rasna’s plans to explore milk-based beverages—not milkshakes but drinks with a milk component. The company is also in discussions to acquire a health-focused food brand that offers snacks.
Commenting on broader consumption trends, Khambatta noted that while premium segments are seeing a slowdown, mass-market offerings like Rasna’s continue to perform steadily. He also welcomed recent policy efforts to limit sugar consumption in schools.
Distribution challenges in northern India caused by past geopolitical tensions have now normalized, enabling Rasna to expand its footprint more aggressively.