Ahmedabad: Rasna Pvt. Ltd. has announced the relaunch of its iconic brand Jumpin as a 100% Indian-made, ready-to-drink (RTD) fruit juice. The move marks Rasna’s official entry into the fast-growing RTD segment, with an ambitious target to capture a ₹1,000 crore share of the market.
Timed with India’s 79th Independence Day, the launch echoes Prime Minister Narendra Modi’s call for Swadeshi through the “Be Indian, Buy Indian” campaign. To commemorate the occasion, Rasna also celebrated with the Border Security Force (BSF), distributing Jumpin to personnel and their families as a gesture of gratitude for their service.
Speaking at the launch, Piruz Khambatta, Group Chairman of Rasna Pvt. Ltd., 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 features Mango, Orange, Litchi, and Mixed Fruit flavours, fortified with 10 essential vitamins including Vitamin C, and containing just 7 grams of added sugar—almost half that of most competing products. Available in PET bottles (250 ml to 1.2 L) and Tetra Packs (125 ml, 200 ml, and 1 L), prices range from ₹10 to ₹85. Notably, Jumpin is the only brand to offer a 125 ml orange drink in a ₹10 Tetra Pack.
The relaunch comes at a time when India’s fruit juice market is poised for rapid growth. According to IMARC Group, the market is projected to reach ₹1,22,855 crore by 2033, growing at a CAGR of 11.90% from 2025 to 2033.
Catering to evolving consumer preferences, especially among Gen Z, Rasna plans to further innovate Jumpin’s range with protein and milk-based additives, low-calorie options, and enhanced functional nutrition. The brand’s positioning aims to combine taste, affordability, and health benefits to appeal to families, children, fitness enthusiasts, and professionals alike.
