Rasna Pvt. Ltd. has breathed new life into one of India’s most beloved beverage brands, Jumpin, giving it a fresh identity while keeping its original charm intact. Timed perfectly with the celebrations of India’s 79th Independence Day, the relaunch is much more than a business move — it is a statement of national pride. In direct alignment with Prime Minister Narendra Modi’s “Be Indian, Buy Indian” campaign, Jumpin’s return is a reminder of the joy that homegrown brands can bring while strengthening the country’s self-reliant economy.
This revival also marks Rasna’s official entry into the ready-to-drink segment, signalling a new phase for the company while staying rooted in its core values. From start to finish, Jumpin is a product of India in every sense. The entire process — research and development, ingredient sourcing, manufacturing, and packaging — has been completed entirely within the country. This commitment not only ensures the highest quality standards but also supports thousands of Indian farmers, small and medium enterprises, and domestic supply chains.
Piruz Khambatta, Group Chairman of Rasna Pvt. Ltd., expressed his pride in the relaunch, describing Jumpin as an embodiment of Swadeshi ideals and a true celebration of India’s entrepreneurial spirit. The relaunch is not just about bringing back a beverage; it is about reviving a legacy that connects generations through shared taste and memories.
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The new Jumpin range includes four vibrant flavours — Mango, Orange, Litchi, and Mixed Fruit — each designed to deliver a refreshing and superior taste. While the flavours are familiar, the quality has been elevated to meet the evolving preferences of today’s consumers who value both nostalgia and wellness. With no compromise on taste, these juices aim to rekindle childhood memories for those who grew up sipping Jumpin while introducing the brand to a whole new generation.
As part of the launch celebrations, Rasna extended its gratitude to the nation’s Border Security Force by distributing Jumpin to BSF personnel and their families. This gesture, timed with Independence Day, reflects the brand’s commitment to honouring the dedication, sacrifice, and service of India’s protectors. It adds a heartfelt dimension to the relaunch, connecting the brand’s message of pride with the nation’s spirit.
Industry experts believe Jumpin’s return is perfectly timed. According to IMARC Group, India’s fruit juice market is projected to touch INR 1,22,855 crores by 2033, growing at a robust CAGR of 11.90% from 2025 to 2033. The increasing demand for natural, nutrient-rich, and locally sourced beverages puts Jumpin in a strong position to capture both market share and consumer loyalty. Rasna is betting on a blend of heritage and innovation to win over audiences, offering them a product that is proudly Indian and globally competitive.
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With this relaunch, Rasna is not just selling a drink — it is offering a story of resilience, self-reliance, and national pride in every bottle. Jumpin is set to once again become a staple in homes across the country, giving consumers a reason to choose local while enjoying flavours they love.
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