~ Acquires Jumpin Independently valuated at INR 350 Cr ~

~ Eyes INR 1000 Cr share of RTD business with Jumpin’s Pan-India diversification ~

MUMBAI, 19 MAY 2025 (GPN): Rasna Pvt Ltd., the world’s largest manufacturer of instant beverages, has forayed into India’s rapidly expanding ready-to-drink (RTD) segment through a strategic RTD acquisition opportunity, acquiring the iconic beverage brand Jumpin independently valuated at INR 350 crore. This acquisition represents a milestone in Rasna Pvt Ltd.’s broader vision to diversify and consolidate its position within the non-carbonated beverage category.

Originally launched as a flagship product of the Godrej Group, Jumpin was the First Tetrapack brand gained widespread consumer acceptance for its flavourful Tetra Pak offerings and its memorable Baba Sehgal and other many more advertisements since early 80s . Subsequently managed by Hershey’s India, the brand now transitions into a new growth phase under Rasna Pvt Ltd.’s ownership.

Jumpin is now being relaunched as a healthier Richer Thicker Tastier, first-of-its-kind-in-India in beverage, with a pan-India rollout via modern retail, e-commerce platforms, and Rasna Pvt Ltd.’s robust rural distribution network.

Speaking on the acquisition, Mr. Piruz Khambatta, Group Chairman, Rasna Pvt Ltd., said: “The strategic acquisition of Jumpin represents a significant milestone in Rasna Pvt Ltd.’s growth agenda. Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. This move aligns with our long-term vision of portfolio diversification and brand consolidation within the RTD segment. Furthermore, it reinforces our commitment to the Government of India’s ‘Make in India’ initiative by focusing on indigenous, Indian trusted brands. With this in mind, Jumpin will be fully formulated using Indian fruit juices only. Through this acquisition, we aim to unlock new synergies in product development, distribution, and market expansion while continuing to deliver value-driven, high-quality offerings to the Indian consumer.”

As part of its relaunch strategy, the company will introduce Jumpin in vibrant, consumer-centric PET bottles in 250 ml, 600 ml, and 1.2 L formats to cater to both on-the-go and family consumption occasions. To appeal to health-conscious and modern consumers, especially Gen Z and young families, the brand will also be available in convenient Tetra Pak formats in 125 ml, 200 ml, and 1 L pack sizes. The brand will hit shelves in June. The company will launch multiple SKUs in delicious Mango, Lemon, Litchi and Guava flavours targeting key regional and metropolitan markets first, followed by a phased national expansion.

The acquisition comes at a time when India’s RTD beverage market is witnessing rapid growth. According to IMARC Group, India’s fruit juice market is projected to reach INR Rs. 1,22,855 crores by 2033, exhibiting a CAGR of 11.90% during 2025-2033. The rising consumer awareness towards health and wellness, along with the escalating demand for natural and nutrient-rich beverages, is primarily propelling the market growth.

As a research-led organisation, Rasna Pvt Ltd. has identified key wellness drivers essential for the successful relaunch of its Jumpin brand. The company will launch Jumpin a ready fruit juice drink which is rich in 10 vitamins and minerals including vitamin C. Aligned with evolving consumer preferences, particularly among Gen Z, the company is focusing on innovations such as vitamin fortification, low-calorie formulations, and the company in the future would also working on value addition in Jumpin with proteins and milk-based additives. These enhancements are designed to reposition Jumpin as a more relevant and appealing choice for health-conscious consumers, while reinforcing the brand’s commitment to functional nutrition, great taste, and everyday wellness.