Instant beverage maker Rasna has officially acquired the Jumpin brand from Hershey’s India, marking its strategic entry into the ready-to-drink (RTD) beverage segment.
While Rasna has not revealed the acquisition cost, independent valuations place the Jumpin brand at approximately ₹350 crore. The deal includes only the brand rights, not the manufacturing infrastructure. Rasna will continue to use the existing production facility for future operations.
Piruz Khambatta, Chairman of Rasna, stated that the company plans to revive and modernize the legacy brand. Although Jumpin will retain its original name, it is set to be relaunched with a revamped look and an array of new Indian flavors such as lemon, litchi, guava, and mango. The beverages will be available in PET bottles and Tetra Pak formats, starting at 125 ml packs priced at ₹10.
Before its market exit during the COVID-19 pandemic, Jumpin recorded an annual turnover of ₹150 crore across limited geographies. Rasna now aims to revitalize the brand as part of its broader growth strategy, targeting ₹1,000 crore in revenue within the next two years. The rollout of Jumpin products will begin next month, leveraging Rasna’s extensive distribution network.
Looking ahead, the company is also exploring the milk-based beverage space—distinct from traditional milkshakes—with plans to innovate using milk as a key ingredient. Additionally, Rasna is in discussions to acquire a health-focused food and snack brand, further expanding its product portfolio.
Khambatta expressed support for government initiatives aimed at reducing sugar consumption and noted that Rasna’s product roadmap is aligned with the growing demand for healthier alternatives. He also highlighted that supply chain operations in North India, previously impacted by geopolitical challenges, have now normalized.
This move reflects a broader trend in the FMCG sector, where both domestic and international players are increasingly focusing on affordable, non-carbonated beverages, particularly catering to the growing consumption in India’s Tier 2 and Tier 3 cities.