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Rasna to relaunch Hershey’s beverage brand ‘Jumpin’ in new avatar
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Wednesday, 28 May, 2025, 13 : 00 PM [IST]
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Our Bureau, Mumbai
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In a significant development in the Indian beverage market, Rasna, one of the country’s most trusted drink brands, has officially announced the relaunch of the iconic ‘Jumpin’ brand, which it has acquired from Hershey India. With this move, Rasna is stepping boldly into the fast-growing Ready-To-Drink (RTD) segment.
Although the financial terms of the deal were not disclosed, the valuation of the Jumpin brand is reported to be around Rs 350 crore, indicating Rasna’s serious intent to make a dent in the competitive beverage market. Jumpin, which was once a household name under Godrej, and later Hershey’s, carries nostalgic value among Indian consumers, especially millennials who grew up in the 1990s.
Piruz Khambatta, Chairman of Rasna and now of the relaunched Jumpin, stated, “We are thrilled to bring back Jumpin in a new and improved format. We will retain the same brand name to keep its legacy intact while revamping the product to suit modern tastes and health- conscious preferences.”
The company plans to relaunch Jumpin in PET bottles and 125 ml tetra packs, with pricing starting at an affordable Rs 10, targeting both rural and urban markets. The fruit drink will be available in several popular flavours such as lemon, litchi, guava, and mango.
In line with changing consumer trends, the sugar content in the drinks has been slashed by 50%, making the beverage a healthier choice for children and adults alike. Rasna’s strategy is to cater to the rising demand for low-sugar, nutritious beverages in India’s growing health- conscious population.
Interestingly, Rasna has only acquired the brand rights to Jumpin and will continue to leverage the existing manufacturing infrastructure, thereby ensuring a smooth transition and consistent product quality. Looking ahead, Rasna has set an ambitious target of generating Rs 1,000 crore in revenue from the RTD segment within the next two years. The company is also exploring expansion into milk-based beverages, reinforcing its commitment to providing a diverse and nutritious product portfolio. With the relaunch of Jumpin, Rasna is not just reviving a beloved brand, but also signalling a new era in India’s RTD beverage industry.
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