Rasna, the world’s largest maker of instant beverages, has forayed into the country’s ready-to-drink (RTD) fruit juice segment with the launch of the brand-new Jumpin as a 100% Indian-made product.
“Jumpin is a 100% indigenous product that champions Indian farmers, supports local MSMEs, and reinforces domestic supply chains. Every element of Jumpin, from research and development to ingredient sourcing, manufacturing, and packaging, has been proudly developed within India,” said Piruz Khambatta, group chairman, Rasna.
Health, Affordability, and Distribution
The new Jumpin range includes mango, orange, litchi and mixed fruit variants, fortified with 10 essential vitamins, including vitamin C, and contains 7 grams of added sugar, which is about half the average for similar products, the company claimed. Priced between Rs 10-85, the juices will be sold in PET bottles (250 ml to 1.2 L) and Tetra Packs (125 ml to 1 L), with the brand claiming to be the only one offering a 125 ml orange drink in a Rs 10 Tetra Pak.
“Offering a drink at a Rs 10 price point, coupled with Rasna’s strong distribution network, marks an interesting entry into the ready-to-drink category. While it will create a stir, its impact will likely be limited and not significant enough to challenge giants like Pepsi, Coke, or Campa,” says investor and brand strategist Lloyd Mathias.
Future Innovations and Market Outlook
The move comes amid a surge in demand for functional and low-sugar beverages, especially among younger consumers. According to IMARC Group, India’s fruit juice market is projected to reach ?1.2 trillion by 2033, growing at a CAGR of 11.9% between 2025 and 2033. “The product will predominantly target pre-teens and teens, the core audience for tetra pack drinks. Parents may also pack it as a snack for their kids. That core demographic is unlikely to change,” adds Mathias.
Timed to coincide with the country’s 79th Independence Day, the launch ties into Prime Minister Narendra Modi’s “Be Indian, Buy Indian” campaign and the government’s broader ‘Atmanirbhar Bharat’ push, the company said. The Ahmedabad-based company marked the occasion by distributing Jumpin juices to Border Security Force (BSF) personnel and their families, in a gesture of gratitude for their service. The company had announced the acquisition of the brand from Hershey’s India for an undisclosed sum earlier this year in May.
Rasna said it plans to build on this momentum by introducing protein and milk-based additives in future Jumpin products, aiming to appeal to health-conscious consumers while retaining its affordability and mass-market positioning.