In 2025, Rasna, India’s famous powdered fruit drink company, made an important business move by acquiring Jumpin, a ready-to-drink (RTD) fruit beverage brand that had been discontinued after the COVID-19 pandemic. The acquisition cost around ₹350 crore. This marks Rasna’s first big step into the growing RTD market, which is becoming popular among young and busy consumers in India.
What Is Rasna?
Rasna is a household name in India, known for its powdered fruit drinks that people mix with water at home. The company started in the 1970s and quickly became popular because it offered affordable, tasty drinks that families could prepare easily.
Over the years, Rasna built a strong brand, especially among children and families. It focused mainly on powdered drinks and was a market leader in this space for decades. However, as lifestyles changed, more people started buying ready-to-drink beverages that don’t require mixing. To stay competitive, Rasna decided it needed to enter this new market segment.
What Was Jumpin?
Jumpin was a popular ready-to-drink fruit juice brand in India, especially during the early 2000s. It was well-liked because it offered natural fruit flavors without preservatives. People found it convenient to carry and drink on the go.
Unfortunately, Jumpin’s market presence declined sharply during the COVID-19 pandemic (2020-2021). The pandemic caused disruptions in supply chains and changed consumer behavior. Many people stayed home and bought less of ready-to-drink beverages. Due to these challenges, Jumpin was discontinued and removed from store shelves.
Why Did Rasna Buy Jumpin?
The acquisition of Jumpin helps Rasna enter the RTD market quickly. Rather than creating a new brand from scratch, Rasna bought a brand that already has some recognition among Indian consumers. This reduces the time and cost needed to build customer awareness.
Rasna plans to relaunch Jumpin with new packaging, better taste, and modern marketing strategies. They aim to target busy, health-conscious consumers who want easy-to-use, tasty beverages.
A Rasna spokesperson said:
“We see strong growth potential in the ready-to-drink segment. Jumpin has good recall value, and with our distribution network, we can bring it back successfully.”
The Ready-to-Drink (RTD) Market in India
The RTD beverage market in India is growing rapidly. It is estimated to be worth over ₹5,000 crore and is expected to grow at a double-digit rate every year. More young people, office workers, and fitness enthusiasts prefer RTD drinks because they are convenient and often healthier than sugary sodas.
Popular brands in this segment include Paper Boat, Frooti, and Real. These brands offer fruit juices, coconut water, and other health drinks in bottles and tetra packs. Rasna entering this space means it will compete with these brands but also have the advantage of a strong distribution system and an existing customer base.
What Does This Mean for Rasna?
This acquisition is a smart move by Rasna. It shows that the company understands changing consumer preferences and wants to keep up with trends.
By expanding into RTD beverages, Rasna can grow its sales and reach new customers who do not want powdered drinks but prefer ready-to-drink options.
It also gives Rasna a chance to innovate and possibly introduce new products in the future.
Important Dates and Timeline
- Early 2000s: Jumpin was a popular ready-to-drink fruit juice brand in India.
- 2020-2021: Jumpin was discontinued due to the COVID-19 pandemic and market disruptions.
- 2025: Rasna acquires Jumpin for ₹350 crore to enter the RTD market.
- Late 2025 (planned): Rasna aims to relaunch Jumpin with new packaging and marketing.
What Investors Should Know
For investors, Rasna’s purchase of Jumpin signals that legacy brands are adapting to modern markets. Instead of sticking only to their old product lines, companies are looking to grow by entering faster-growing categories.
RTD beverages offer high volume and good profit potential. If Rasna successfully relaunches Jumpin, it could gain a large share of this market.
This acquisition could also increase Rasna’s brand value and revenues over the next few years.
References
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