MUMBAI: Rasna, a manufacturer of instant beverages, has expanded its ready-to-drink (RTD) fruit beverage portfolio with the nationwide launch of a new 1-litre family pack. The premium fruit beverage, with high fruit content and fortified with 10 vitamins and minerals, builds on Rasna’s existing 125 ml and 200 ml offerings to cater to the growing demand in India for premium, high-fruit-content, vitamin-enriched RTD beverages. The product will be packed in internationally acclaimed Tetra Pak cartons, manufactured in India under the ‘Make in India’ initiative by Tetra Pak, the global leader in beverage packaging. It will be available across India through channels such as modern trade, e-commerce platforms, quick-commerce platforms and other retail verticals.
Rasna is reviving Jumpin’s iconic rapper-led communication format with a new interactive campaign featuring a young boy and a rapper in an engaging, contemporary narrative designed to create strong emotional connections with consumers through music, familiarity and storytelling.
The company will also expand consumer outreach through a large-scale television advertising campaign, outdoor media, digital video advertising and OTT platform integrations across JioCinema/Hotstar, ZEE5 and YouTube, supported by Instagram and programmatic digital networks.
Piruz Khambatta, Group Chairman, Rasna Pvt. Ltd., said, “Jumpin represents our vision of bringing international-quality fruit beverages to Indian consumers at an affordable price while staying true to our ‘Make in India’ philosophy. All the fruits used in Jumpin are sourced and processed in India, and the product is packed in safe, high-quality Tetra Pak packaging manufactured in India. We have focused on delivering superior taste, real fruit goodness and essential nutrition, creating a beverage that appeals to modern families while supporting Indian farmers, processors and manufacturing ecosystems. Our specially developed Orange variant, crafted to suit children’s taste preferences, is a testament to our commitment to innovation and consumer-centric product development.”
Cassio Simões, MD, Tetra Pak South Asia, said, “Indian consumers are increasingly seeking safe, convenient and high-quality beverage options that fit seamlessly into their daily lives. The launch of Jumpin in the 1-litre Tetra Pak carton reflects this evolving demand, combining all these qualities in a package designed for modern households. We are proud to partner with Rasna in bringing this new range to consumers across India, while supporting the country’s growing food and beverage ecosystem through packaging solutions manufactured in India.”
The new Jumpin range has been developed for two key consumer segments: parents looking for nutritious and convenient beverage choices for their children, and busy urban adults seeking vitamin-rich hydration options. The 1-litre family pack offers convenience, value and easy refrigeration, making it suitable for everyday consumption at home. The new range is available in Litchi, Mixed Fruit and Orange variants and is fortified with 10 essential vitamins, including Vitamin C.
To support the launch, Rasna has initiated extensive trade activations, product sampling programmes, promotional initiatives and digital campaigns across Facebook, Instagram and LinkedIn.
The Jumpin 1-litre Tetra Pak carton range is now available nationwide at Rs. 110. The brand also offers 125 ml single-serve packs in Mango, Litchi and Orange flavours priced at Rs. 10, and 200 ml Tetra Pak cartons in Mango and Mixed Fruit flavours at Rs.20.
