Rasna will now sell ready-to-drink products: The company bought the Jumpin brand from Hershey’s India; will sell drinks in lemon, litchi, guava and mango flavors for ₹ 10

Instant beverage maker Rasna has bought the Jumpin brand from Hershey’s India to expand in the ready-to-drink category. The company has not disclosed the amount paid for 100% acquisition of the brand. However, the company has indicated that independent agencies have valued the brand at Rs 350 crore.

Rasna Chairman Piroj Khambata said that the company has only bought the brand from Hershey’s, not the manufacturing assets. The company will use the same manufacturing facility in future as well. According to an official statement, Jumpin was originally launched by the Godrej Group and was later managed by Hershey’s India.

Jumpin has many advantages: Piruz Khambata

Khambata said that Jumpin has many advantages – like its heritage, its image as a family brand, which does not fall in the energy drink category. And it is a leading brand, which has used tetra packs for the first time in India.

Jumpin will be re-launched with the same brand name

The chairman said that brands become stagnant like a heritage building. They need to be redesigned to make them living. He said that Jumpin will be re-launched with the same brand name.

Jumpin will be sold in PET bottles and tetra packs

Khambata said that under the leadership of the new owners, Jumpin will be launched in PET bottles and tetra packs. The size of which will start from 125 ml and the price will start from Rs 10. He said that it will come in lemon, litchi, guava and mango flavors.

Target to achieve revenue of ₹ 1,000 crore in two years

Piroj said that Rasna has set a target of achieving revenue of Rs 1,000 crore in two years. He said that the total market size is Rs 1 lakh crore. He said that before the shutdown during the time of Kovid, Jumpin Limited was earning revenue of about Rs 150 crore every year through geography sales.

Khambata said that Rasna has its own distribution network and it will be strengthened further. Distribution will start from next month. When asked about reports of slowdown in consumption growth, Khambata said that there is no problem in the mass offering made by Rasna, but stress is being seen in the premium category.

Rasna may enter the milk-based beverage segment in the future

Piroj said that in the future Rasna may consider entering the milk-based beverage segment. He clarified that it will not be a milkshake, but a drink with some milk components.

Rasna is also in talks to acquire a health company

Khambata said that Rasna is also in talks to acquire a health company, whose products also include snacks. Khambata has also welcomed the steps to reduce sugar consumption at the school level.