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In a major move to diversify its beverage portfolio, Rasna Pvt Ltd has announced the acquisition of the 90s ready-to-drink (RTD) juice brand Jumpin, independently valued at Rs 350 crore.
This strategic acquisition marks Rasna’s formal entry into the Rs 1 lakh crore non-carbonated RTD segment, with the company setting its sights on a Rs 1000 crore slice of the market.
Rasna plans to relaunch Jumpin in June across India in a phased rollout, focusing on health-conscious innovation, price accessibility, and nostalgic value. Jumpin will relaunch in four flavours—Mango, Lemon, Litchi, and Guava—initially through modern trade, e-commerce platforms like Blinkit, Flipkart, and Rasna’s own D2C platform, Rasna Shop. The product will later expand across regional and rural markets via Rasna’s 1.6 million-outlet strong distribution network.
“We’re not just bringing back a brand, we’re reinventing it for the new India,” said Piruz Khambatta, Group Chairman of Rasna Pvt Ltd. “Jumpin’s strong brand equity and consumer recall make it a valuable addition. We’re formulating it using Indian fruit juices under the Make in India initiative, and we’re focusing on quality, convenience, and honest pricing.”
In an exclusive conversation with exchange4media he said that Jumpin is not a replacement for Rasna. “We might launch a ready-to-drink Rasna in the future, but Jumpin is a separate brand with its own identity. Jumpin is designed to appeal more to middle-class consumers through honest pricing and high product quality. We're not positioning it as a premium product—at least not right now.”
Rasna is adopting a sharply segmented approach for Jumpin based on consumer behavior and packaging formats. Their marketing strategy is also tailored accordingly as explained by Khambatta. The Rs 10 Tetra Paks (125 mL) will target school-going children, with initial marketing focused on kids’ TV channels. The company is also exploring cartoon character tie-ins for deeper engagement. The 250 mL and 500 mL PET bottles are designed for youth on the move—those who often carry juice instead of water. These will cater to India’s growing on-the-go consumption culture. While the 1 L PET bottles are aimed at family consumption and will compete with household brands in the bulk RTD space. A special 200 mL pack is also being introduced for travel use, particularly across Indian Railways, where it fits existing vending and consumption standards.
While Jumpin hasn’t onboarded a single agency as of now, it is working with specialist agencies on a project basis - one for packaging, another for digital, and others for TV and media buying. “We haven’t yet found one agency that does it all, so we’ve engaged separate agencies for packaging, communication, and media buying,” he confirmed.
Marketing strategy & media mix
According to Khambatta, Jumpin will adopt a comprehensive media mix with a balance of all - TV, press, and social media. He said that he does not believe in one channel strategy, “TV helps build recall—no major brand has been built without it, even YouTube-led brands rely on TV for a boost. For conversions, social media is vital—especially platforms like Flipkart, Blinkit, or our own Rasna Shop.” Print too, is crucial for him as he said, “Print still has a role, especially in trade communications and regional markets.” The company also actively advertises in print publications.
He further explained that the newly relaunched brand will also tap into influencer marketing, “Influencers play a crucial role here. They keep the content fresh and engaging—unlike TVCs that typically run unchanged for six months to a year. Influencers, on the other hand, can deliver new content every other day.”
Khambatta further confirmed that the company may revive a vintage Jumpin ad during the launch phase to drive familiarity. "We're considering launching with a classic ad. We acquired the brand at a premium, and we believe starting with a familiar ad will aid recall. So at least for the launch phase, we’ll be tapping into that nostalgia.”
However, he was also clear-eyed about nostalgia’s limitations, “Nostalgia is great for storytelling, but not enough to sell a product. If the product doesn’t deliver value and quality, consumers will not return, no matter how fond the memories.”
Jumpin, which once gained popularity through its Baba Sehgal-led TVCs in the '80s and early '90s, is being reintroduced as a ‘thicker, richer, tastier’ beverage. The product will now come fortified with 10 essential vitamins and minerals, including vitamin C, to cater to the wellness-conscious Gen Z and millennial consumer.
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