The Khambatta family owned firm Rasna, which, as per its website is the world’s largest fruit drinks concentrate manufacturer, has acquired the beverage brand Jumpin, thus entering the ready-to-drink (RTD) market, note media reports.
Rasna’s chairman Piruz Khambatta, who spoke extensively to Financial Express (FE) of May 21, 2025 about why the firm chose to resurrect a brand rather than launch a new one, said, "Iconic legacy brands continue to enjoy strong following, with many experiencing successful revivals. Jumpin, with its legacy as a refreshing fruit drink especially loved by kids and families, truly deserves a re-launch.”
Piruz Khambatta: reviving the Jumpin brand
Rasna plans to start with four core flavors — mango, guava, lemon and lychee — in tetrapacks of 125 ml, 200 ml, and one liter as well as PET bottles in 250 ml, 600 ml and 1.2 l. Khambatta told FE that Rasna will take Jumpin all across India with "manufacturing at multiple locations to ensure efficient distribution and availability… Fruit based beverages represent a significant and dynamic sub-category. It’s a highly competitive space with the presence of several multinational as well as strong Indian players.” S. V.
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