Rasna acquires Jumpin juice brand from Hershey’s India 

 INDIA – Rasna has officially acquired the iconic juice brand Jumpin from Hershey’s India, marking its entry into the ready-to-drink (RTD) beverages segment.  

While the financial terms of the transaction remain undisclosed, Rasna Chairman Piruz Khambatta revealed that independent assessments have pegged the brand’s value at around Rs 350 crore. 

The acquisition aligns with Rasna’s strategic focus on expanding into the non-carbonated beverages market, which continues to grow in demand.  

Jumpin, once a household name in India, was initially introduced by the Godrej Group and later managed by Hershey’s India. Known for being the country’s first juice drink in tetra packs, the brand gradually disappeared from retail shelves during the COVID-19 pandemic. 

Under Rasna’s leadership, Jumpin is set to return with a relaunch in June 2025. The updated product line will feature a health-centric reformulation, including a 50% reduction in sugar content while retaining the original taste.  

Future variants may incorporate protein and milk-based ingredients to cater to evolving consumer preferences. 

Khambatta highlighted the brand’s nostalgic value and strong recall among consumers. “Its lasting appeal makes it a great addition to our portfolio,” he said, noting that Rasna plans to leverage its existing product infrastructure and extensive distribution network. 

The new Jumpin will be available in multiple packaging formats—PET bottles in 250 ml, 600 ml, and 1.2-liter sizes, and tetra packs in 125 ml, 200 ml, and 1-liter options. Flavor offerings will include mango, lemon, guava, and litchi. 

Distribution channels will span modern retail stores, e-commerce platforms, and Rasna’s widespread rural network, which reaches 1.6 million outlets across India.  

While the product will also be marketed in urban areas, the primary focus will be on tier-2 and tier-3 towns, where market competition is relatively lower. 

International expansion is also on the agenda, with Rasna considering phased exports and the potential for local production in markets like the US and UK based on feasibility. 

In India, Rasna aims to restore Jumpin’s visibility through distribution on Indian Railways. However, airline collaborations are not a priority.  

Despite an offer from Indigo, Khambatta cited concerns over brand visibility and cost-effectiveness as reasons for declining the proposal. 

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