Rasna is making a strategic move to expand its footprint in the beverage segment. The company is one of India’s leading soft drink concentrate brands. Recently, Rasna announced the acquisition of the Jumpin brand from Hershey’s India. This deal is expected to help Rasna enhance its position in the market. The deal marks a significant development in the Indian non-carbonated drinks market. Rasna aims to strengthen its product portfolio and appeal to a wider consumer base.
Jumpin is a once-popular fruit-based beverage brand that has been under Hershey’s India for several years. However, it has witnessed a decline in market presence in recent times. By acquiring Jumpin, Rasna seeks to revive the brand and re-establish it as a household name, especially among children and teenagers who were once its primary consumers. The financial details of the deal have not been disclosed.
Piruz Khambatta, Chairman and Managing Director of Rasna, stated that the acquisition aligns with the company’s long-term vision to diversify and scale up its ready-to-drink and beverage categories. “Jumpin is a nostalgic brand for many, and we see great potential in revitalizing it with new formulations and targeted marketing strategies,” he said.
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Strategic Realignment and Market Expansion
Hershey’s India, a subsidiary of The Hershey Company, has been re-evaluating its portfolio in India to focus more on its core offerings such as chocolates, syrups, and spreads. Hershey’s India is divesting Jumpin as part of its broader strategic restructuring to optimize resources and streamline operations.
Industry experts believe that the acquisition could help Rasna gain a stronger foothold in the growing fruit drink market, especially in tier 2 and tier 3 cities where brand loyalty and nostalgia play a crucial role in purchasing decisions. Additionally, Rasna’s robust distribution network and market understanding give it an edge in relaunching Jumpin successfully.
With this acquisition, Rasna plans to introduce new product variants under the Jumpin brand. These may include low-sugar options and innovative fruit combinations to cater to health-conscious consumers. Rasna plans to relaunch Jumpin in the coming months, signaling a fresh chapter for the brand in the Indian beverage industry.
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