Overview

• Rasna has acquired the Jumpin brand from Hershey’s India, excluding manufacturing assets, for an estimated Rs 350 crore.
• The relaunch in June will feature mango, guava, lemon, and litchi flavors in PET bottles and Tetra Pak formats, starting at Rs 10.
• Jumpin, India’s first Tetra Pak fruit drink, was generating Rs 150 crore annually before its pandemic-induced hiatus.
• Rasna aims to leverage its 2 million retail outlets and 5,000 stockists for a rapid nationwide rollout, targeting Rs 1,000 crore in revenue within two years.
• The company is exploring further diversification, including milk-based beverages and acquiring a health-focused snack brand.