Rasna Acquires Jumpin from Hershey’s India
Rasna acquired the juice brand 'Jumpin from Hershey’s India, marking its entry into the ready-to-drink (RTD) segment. While the financial details remain undisclosed, Rasna Chairman, Piruz Khambatta, shared that independent valuations estimated the brand’s worth at around Rs 350 crore.
Originally established by the Godrej Group and later acquired by Hershey’s, Jumpin is a well-known name in the non-carbonated beverage category. The acquisition covers only the brand, not the manufacturing assets, though Rasna will continue using the same production facilities.
Khambatta emphasised that legacy brands like Jumpin need a fresh makeover to stay relevant. While the brand name will remain, Jumpin will be relaunched with updated packaging and new Indian flavours like lemon, litchi, guava, and mango. It will be available in PET bottles and Tetra Paks, starting from 125 ml packs priced at Rs 10.
Before it was withdrawn during the pandemic, Jumpin had an annual turnover of Rs 150 crore across limited markets. Rasna aims to scale the brand as part of its strategy to reach Rs 1,000 crore in revenue within two years. The company will leverage its robust distribution network, with product availability beginning next month.
Additionally, Rasna is eyeing expansion into milk-based beverages, not traditional milkshakes, but drinks incorporating milk, and is in talks to acquire a health-focused food and snack brand to diversify its portfolio further.
Khambatta welcomed government-led sugar-reduction initiatives, aligning them with Rasna’s shift toward healthier offerings. He also noted that supply chains in North India, previously affected by geopolitical disruptions, have now stabilised.
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This acquisition aligns with a broader industry trend, as both global and Indian FMCG players increasingly target the growing demand for affordable, non-carbonated drinks, particularly in India’s Tier 2 and Tier 3 cities.