Rasna a manufacturer of instant beverages, recently forayed into India’s rapidly expanding ready-to-drink (RTD) segment through a strategic RTD acquisition opportunity, acquiring the beverage brand Jumpin independently valuated at Rs. 350 crore. This acquisition is a part of Rasna’s broader vision to diversify and consolidate its position within the non-carbonated beverage category.
Originally launched as a flagship product of the Godrej Group, Jumpin was the First Tetrapack brand gained widespread consumer acceptance for its flavourful Tetra Pak offerings and its memorable Baba Sehgal and other many more advertisements since early 80s . Subsequently managed by Hershey’s India, the brand now transitions into a new growth phase under Rasna’s ownership.
Jumpin is now being relaunched as a healthier Richer Thicker Tastier, first-of-its-kind-in-India in beverage, with a pan-India rollout via modern retail, e-commerce platforms, and Rasna’s rural distribution network.
MediaNews4U.com caught up with Piruz Khambatta, CEO Rasna International
Q. In the current fiscal Rasna is eyeing a 30 per cent growth. Could you talk about how factors like Q-Commerce, exports, new products will fuel growth?
Rasna is strongly positioned to leverage emerging opportunities both in India and globally. We are actively tapping into the fast-growing Q-commerce segment by launching tailor-made products designed specifically for this new-age retail format.
On the exports front, we’re focusing on high-potential markets such as Latin America and Africa—regions where Indian FMCG presence is still gaining traction. For these markets, we’ve introduced specialized SKUs at competitive price points to suit local preferences.
In the domestic market, the recent acquisition of the Jumpin brand has enabled us to foray into a comprehensive range of ready-to-drink (RTD) products. These strategic moves across different channels and geographies will be key drivers of our projected growth.
Q. What role will the inorganic route play?
Our growth approach is a strategic blend of organic and inorganic efforts.
While we continue to strengthen our existing portfolio and expand our distribution, we are also exploring collaborations, licensing opportunities, and new market entries that align with our vision. This combined approach allows Rasna to remain agile and responsive to emerging consumer trends and market dynamics.
Q. Over decades the brand has focussed on standing out in the clutter, evolving with changing times and staying relevant. Could you talk about key lessons learnt from a branding perspective over the decades including competing with the two foreign Cola majors?
Rasna has always stayed true to its identity and values, carving out its own space rather than chasing trends or imitating competitors. In fact, we’ve often seen others draw inspiration from what we do.
One of the biggest lessons we’ve learned is that consumers consistently reward value if you offer a product that is healthy, tasty, and priced right, they will choose you.
Our focus has always been on delivering superior quality at an affordable price, and that unwavering commitment has helped Rasna remain a trusted household name despite intense competition from global cola brands.
Q. Rasna is neither caffeinated nor carbonated. How has that helped the company standout?
One of Rasna’s biggest strengths is that it has both non-caffeinated and non-carbonated qualities that resonate strongly with health-conscious families.
Mothers, who are often the primary decision-makers when it comes to household purchases, are particularly cautious about what their children consume. Since our products are always seen as safer and healthier alternatives, this has helped Rasna earn trust and secure a place in millions of homes across the country.
Q. How is the product line being expanded this year?
This year, we are significantly expanding our portfolio through the relaunch of the iconic Jumpin brand. Alongside its classic ready-to-drink fruit juice range, we are introducing new-generation Jumpin products tailored to today’s health-conscious consumers.
As a research-driven company, we’ve identified key wellness trends that resonate with modern consumers, especially Gen Z. Our upcoming offerings will feature vitamin and mineral fortification—such as Vitamin C and other essential micronutrients—along with low-calorie options.
Looking ahead, we’re also exploring value-added variants with protein and milk-based ingredients to further enhance the brand’s nutritional profile. These innovations are part of our effort to position Jumpin as a functional, tasty, and wholesome beverage for everyday wellness.
Q. How important is the theme of inclusivity going to be in Rasna’s marketing activities this year?
Inclusivity is going to be a central theme in our marketing strategy this year. Rasna has always been a brand for every Indian household, and we’re now taking that commitment further by ensuring our campaigns reflect the diversity of our consumers—across age groups, regions, and lifestyles.
Whether it’s through language representation, regional product customization, or inclusive storytelling in our ads, we want every consumer to see themselves in the Rasna brand. It’s not just about widening our reach, but about celebrating the rich cultural fabric of India through our communication.
Q. How does Gen Z perceive the brand compared to older TGs? To connect better with Gen Z is Rasna redefining itself? How was the new tagline ‘We Love You Rasna’ received?
I believe that in today’s times, our research clearly indicates that Rasna’s creatives are resonating equally well with Gen Z as they are with our older target groups.
Our latest campaign, which taps into the emotional fabric of mass India, stands as a strong example of this connection. Our new 60-second commercial along with creatives from this year across social media, print, and other platforms materials reflect our efforts to engage a wide and diverse audience while staying true to Rasna’s core values.
link of Rasna Rich TVC
Q. What marketing activities and innovations are being done over the Summer? Does most marketing usually happen over the Summer?
Summer is a crucial season for us, and as expected, it sees a significant share of our marketing efforts. This year, we’ve rolled out a series of high-impact activities across multiple platforms—ranging from digital campaigns and influencer collaborations to retail activations and consumer engagement programmes.
Our focus has been on creating strong visibility and driving trials through emotionally engaging and culturally resonant messaging. We’re pleased to share a few images of these initiatives to give you a glimpse of the on-ground excitement and innovation Rasna brought to the season.
Q. How is Rasna leveraging AI to innovate, decide on pricing and identify market gaps to grow?
While we recognize the transformative potential of AI in areas like innovation, pricing strategy, and market analysis, we are currently in the process of exploring and integrating these technologies.
We have engaged consultants to help us build our capabilities, and though we are not yet fully leveraging AI’s benefits, we are committed to advancing in this area to support Rasna’s future growth.
Q. Rasna targets the entire country. What differences exist in marketing tactics between Urban and Rural?
In reality, the core marketing approach remains largely consistent across both urban and rural markets. Consumers everywhere seek the same quality and taste from Rasna.
The primary difference lies in pricing rural consumers are particularly value-conscious and look for products that offer great quality at an affordable price point. Additionally, both urban and rural consumers respond well to health benefits and emotional storytelling, so these cues remain integral across all segments.
Q. Three years back Rasna used Chhota Bheem as its brand ambassador. This year is Rasna using a brand ambassador and what role does a brand ambassador play? Is it about driving awareness or growing sales?
Over the years, Rasna has partnered with a diverse range of brand ambassadors, including Hrithik Roshan, Akshay Kumar, Kareena Kapoor, Karishma Kapoor, Saina Nehwal, Anupam Kher, Paresh Rawal, Viv Richards, Virender Sehwag, Kapil Dev, Rohit Sharma, and Tamannaah Bhatia.
We believe that the use of a brand ambassador depends on the marketing objective at hand. Sometimes, a celebrity presence is essential to boost visibility and connect emotionally with the audience.
Other times, our marketing insights indicate that a campaign can be just as effective without a celebrity endorsement. This flexible approach allows us to strategically balance awareness-building and sales growth based on consumer insights and campaign goals.
Q. On the digital front Rasna has a gaming platform. What other innovations can we expect in the digital realm?
Rasna has gradually embraced digital innovation to stay relevant among younger, digitally native consumers and to align with changing market dynamics. Here are some digital innovations and transformations Rasna has undertaken:
1. D2C (Direct-to-Consumer) Launch
Rasna launched its own eCommerce website https://rasna.shop/ to sell products directly to consumers.
This includes bundles, special packs, and regional variants not always available in offline retail.
● Integrated with social commerce tools and platforms to boost conversion through Facebook/Instagram.
2. Influencer & Content Marketing
● Collaborated with mom and Kid influencers, health creators, and regional content creators across YouTube, Instagram, and Facebook.
● Focus on short-form video content for Gen Z and millennial parents, targetting Tier 1 and Tier 2 cities.
3. Participation in eCommerce Marketplaces
● Stronger digital presence on Amazon, Flipkart, BigBasket, Jiomart, and quick commerce platforms like Blinkit and Zepto.
● Use of A+ Content, keyword-optimised listings, and Amazon ads for digital shelf dominance.
4. Festival & Occasion-Based Campaigns Online
● Leveraged Raksha Bandhan, Holi, and Summer Vacation periods to launch seasonal e-campaigns promoting gifting packs, combo deals, and nostalgia-based storytelling.
Q. How important is B2B marketing to strengthen the distribution network? What activities are in the pipeline here?
B2B marketing plays a critical role in strengthening our distribution network. To address this, we have established a dedicated e-commerce division focussed on non-B2B platforms.
This team works with tailored product offerings, customized marketing strategies, and specific pricing models designed to effectively cater to these channels. These focussed efforts ensure we optimise reach and efficiency across diverse market segments.
