NEW DELHI: Instant beverage makerRasna announced on Monday its acquisition of the Jumpin brand from Hershey’s India, marking its entry into the ready-to-drink market. While the financial details of the deal remain undisclosed, independent valuations place the brand’s worth at Rs 350 crore.According to Rasna Chairman Piruz Khambatta, the company has acquired only the brand rights, not the manufacturing infrastructure. Production will continue through the existing setup, as reported by news agency PTI.Jumpin, originally launched by the Godrej Group, was later managed by Hershey’s India. Khambatta emphasised the brand’s strengths—its legacy appeal, family-friendly positioning outside the energy drink category, and early adoption of tetra pack packaging in India.“Legacy brands need modernisation,” Khambatta said, confirming that Jumpin will retain its name under Rasna’s stewardship.The refreshed Jumpin range will be launched in PET bottles and tetrapacks, starting from 125 ml, with prices beginning at Rs 10. Initial flavours include lemon, litchi, guava, and mango.Rasna is projecting revenue of Rs 1,000 crore from the brand within two years. Khambatta acknowledged the broader market’s estimated size of Rs 1 lakh crore but maintained cautious expectations.Before it ceased operations during the Covid-19 pandemic, Jumpin had annual revenues of around Rs 150 crore, albeit with limited regional distribution.To support the relaunch, Rasna will leverage and expand its existing distribution network, with rollout set to begin next month.Commenting on reports of a broader consumption slowdown, Khambatta said mass-market products like Rasna’s remain resilient, while premium categories face more pressure.He also revealed that Rasna is exploring the milk-based beverage space—specifically drinks with milk components, rather than traditional milkshakes.Additionally, the company is in advanced talks to acquire a health-focused business with a snack portfolio.Khambatta voiced support for sugar consumption restrictions, including those implemented in schools, and confirmed that supply chains in northern India- previously disrupted by India-Pakistan tensions- have now stabilised.
