Instant beverage maker Rasna has acquired the Jumpin brand from Hershey’s India as part of its plans to expand into the ready-to-drink segment.
Originally launched by the Godrej Group, Jumpin rose to popularity in the early 1980s with its Tetra Pak packaging and memorable advertisements featuring Baba Sehgal. The brand was originally introduced by Godrej Group.
“The strategic acquisition of Jumpin represents a significant milestone in Rasna’s growth agenda. Jumpin’s strong brand equity and high consumer recall make it a valuable addition to our beverage portfolio. This move aligns with our long-term vision of portfolio diversification and brand consolidation within the RTD (ready to drink) segment. Furthermore, it reinforces our commitment to the Government of India’s ‘Make in India’ initiative by focusing on indigenous, Indian trusted brands,” Piruz Khambatta, Chairman – Rasna Group, said.
“With this in mind, Jumpin will be fully formulated using Indian fruit juices only. Through this acquisition, we aim to unlock new synergies in product development, distribution, and market expansion while continuing to deliver value-driven, high-quality offerings to the Indian consumer,” he added.
