Rasna Acquires Jumpin Brand From Hershey's India To Expand Ready-To-Drink Portfolio

Rasna announced on Monday that it has acquired 'Jumpin' brand from Hershey's India as part of its expansion into the ready-to-drink beverages segment.

While the acquisition cost remains undisclosed, independent agencies have valued the brand at Rs 350 crore, news agency PTI reported.

Rasna Chairman Piruz Khambatta clarified that the company has purchased only the Jumpin brand, and not the manufacturing assets. The company will continue using the same production facility.

Originally introduced by the Godrej Group, Jumpin was later managed by Hershey's India. Khambatta highlighted its strong legacy, reputation as a family-friendly brand (distinct from energy drinks), and status as a pioneer—being the first in India to use tetra pack packaging.

Khambatta compared brand stagnation to heritage buildings, stating that Jumpin will be revitalised while retaining its original name. Under Rasna's ownership, it will be available in PET bottles and tetrapacks, starting from 125ml with prices beginning at Rs 10. The product range will include lemon, litchi, guava, and mango flavors.

Rasna aims to generate Rs 1,000 crore in revenue within two years. Before halting operations during Covid, Jumpin had an annual revenue of Rs 150 crore, albeit with limited geographic reach.

Rasna plans to leverage its distribution network and further strengthen it, with product availability, beginning next month.

Asked about reports of slowdown in consumption growth, Khambatta said the mass offerings of the kind done by Rasna are not facing any troubles, but it is the premium category which is witnessing stress.

In the future, Rasna may contemplate to enter the milk-based beverages segment, he said, clarifying that this will not be a milk shake, but a drink having some component of milk.

He said the company is in talks to acquire a health company as well, whose offerings also include snacks.

Khambatta also welcomed the moves to restrict sugar consumption like the one at school's level.

He said distribution chains in the northern region, which were impacted due to the conflict between India and Pakistan, have come back to normal now as life is getting back to normal.

(With PTI Inputs)