Rasna acquires Jumpin brand to enter India's RTD beverage segment

Rasna has entered the ready-to-drink (RTD) market by acquiring beverage brand Jumpin, which was independently valued at ₹350 crore. Rasna is eyeing ₹1,000 crore share of the RTD business with the brand, and the company said that it is in line with its broader vision to diversify and consolidate its position in the non-carbonated beverage category.

 

Jumpin was acquired from Hershey’s India but its original owner was the Godrej group. According to a source, the brand was acquired for a little lower than ₹350 crore.

 

According to research firm, IMARC group, India’s fruit-juice market is projected to reach ₹1.22 trillion (₹122,855