Rasna revives iconic Jumpin brand for Indian consumers

Rasna, the world’s largest manufacturer of instant beverages, has launched the all-new Jumpin, a 100% Indian-made, ready-to-drink (RTD) fruit juice. Timed with India’s 79th Independence Day, the launch echoes Prime Minister Narendra Modi’s call to revive the spirit of Swadeshi through the “Be Indian, Buy Indian” campaign. With the launch, Rasna has officially entered the RTD segment, reinforcing its commitment to self-reliant, locally sourced products.

Also, on the occasion of India’s 79th Independence Day, Rasna Pvt. Ltd. reaffirmed its commitment to honouring the nation’s security forces by extending heartfelt gratitude to the Border Security Force (BSF). As part of this initiative, Rasna Jumpin was distributed to BSF personnel and their families, celebrating their unwavering dedication and service to the nation.

Speaking at the launch, Piruz Khambatta, group chairman of Rasna, said, “The new Jumpin reflects Rasna’s commitment to the spirit of Swadeshi, as envisioned by our Hon’ble Prime Minister. Rooted in the ideals of self-reliance and national pride, 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. In line with the Swadeshi movement, as well as the broader vision of ‘Make in India’ and ‘Atmanirbhar Bharat’, Jumpin exemplifies the power of Indian enterprise. With each bottle, we celebrate homegrown innovation, economic empowerment, and the collective strength of Bharat.”

The new Jumpin range includes popular flavours like Mango, Orange, Litchi, and Mixed Fruit, offering a superior taste. It is fortified with 10 essential vitamins, including Vitamin C, and low sugar contains just 7 grams of added sugar, nearly half that of most other similar products available in the market. A versatile choice for all age groups, Jumpin fits effortlessly into daily routines and can be enjoyed anytime, anywhere. It will be available in multiple formats, including convenient PET bottles (250 ml to 1.2 L) and hygienic Tetra Packs (125 ml, 200 ml, and 1 L). Priced affordably between Rs 10 and Rs 85, the product is tailored for families, children, fitness enthusiasts, and professionals. Notably, Jumpin is the only brand offering an orange drink 125 ml in a Rs 10 Tetra Pack.

The acquisition comes at a time when India’s RTD beverage market is witnessing rapid growth. According to IMARC Group, India’s fruit juice market is projected to reach INR Rs. 1,22,855 crores by 2033, exhibiting a CAGR of 11.90% during 2025-2033. The rising consumer awareness towards health and wellness, along with the escalating demand for natural and nutrient-rich beverages, is primarily propelling the market growth.

Aligned with evolving consumer preferences, particularly among Gen Z, the company is focusing on innovations such as vitamin fortification, low-calorie formulations, and the company in the future would also working on value addition in Jumpin with proteins and milk-based additives. These enhancements are designed to reposition Jumpin as a more relevant and appealing choice for health-conscious consumers, while reinforcing the brand’s commitment to functional nutrition, great taste, and everyday wellness.