Rasna Pvt. Ltd., the world’s largest manufacturer of instant beverages, has officially launched the all-new Jumpin, a 100% Indian-made ready-to-drink (RTD) fruit juice, coinciding with India’s 79th Independence Day. The launch aligns with Prime Minister NarendraModi’s call to promote Swadeshi products under the “Be Indian, Buy Indian” campaign. With this move, Rasna enters the RTD segment, aiming to capture a share of the growing INR 1000 crore market.
As part of the celebrations, Rasna distributed Jumpin beverages to Border Security Force (BSF) personnel and their families, honoring their dedication to national security. Speaking at the launch, Rasna Group Chairman Piruz Khambatta said, “Jumpin reflects Rasna’s commitment to self-reliance, supporting Indian farmers, MSMEs, and domestic supply chains. Every aspect—from R&D to packaging—is proudly developed within India.”
The new Jumpin range includes Mango, Orange, Litchi, and Mixed Fruit, fortified with 10 essential vitamins and containing only 7 grams of added sugar. Available in PET bottles (250 ml to 1.2 L) and Tetra Packs (125 ml, 200 ml, 1 L), it is priced between Rs 10 and Rs 85, making it accessible to families, children, and working professionals. Notably, the brand offers an orange drink 125 ml in Rs 10 Tetra Pack, unique in the Indian market. In Guwahati, local retailers have welcomed Jumpin’s launch, noting strong consumer interest in healthy, affordable RTD beverages. Market insiders report that early stock has seen brisk sales, especially among families seeking vitamin-fortified options for daily consumption.
