Rasna has announced the nationwide launch of its Jumpin 1-litre Tetra Pak carton, marking a significant expansion of its ready-to-drink (RTD) fruit beverage portfolio as it targets the growing Rs 1,000 crore premium fruit nectar segment in India. The new family-size pack, fortified with 10 essential vitamins and minerals, will be available through modern retail outlets, e-commerce, quick-commerce platforms and other retail channels across the country.
The launch builds on Jumpin’s existing 125 ml and 200 ml product range and introduces Litchi, Mixed Fruit and Orange variants designed for modern families, children and urban consumers seeking nutritious, convenient beverage options. Packed in Tetra Pak cartons manufactured in India under the ‘Make in India’ initiative, the beverages are made using fruits sourced and processed domestically. Rasna Group Chairman Piruz Khambatta said the company aims to deliver international-quality fruit beverages at affordable prices while supporting Indian farmers, processors and the domestic manufacturing ecosystem. Cassio Simões, Managing Director, Tetra Pak South Asia, said the partnership reflects rising demand for safe, convenient and premium beverage packaging in India.
To support the rollout, Rasna is reviving Jumpin’s iconic rapper-led communication campaign with a contemporary narrative, backed by television advertising, outdoor promotions, digital video campaigns, OTT platform integrations across JioCinema/Hotstar, ZEE5 and YouTube, along with social media outreach, trade activations, product sampling and promotional initiatives. The 1-litre pack is priced at Rs 110, while the brand’s 125 ml packs in Mango, Litchi and Orange retail at Rs 10, and 200 ml packs in Mango and Mixed Fruit are priced at Rs 20.
The launch is expected to strengthen Rasna’s presence in eastern India, with Bhubaneswar emerging as an important consumption hub for packaged food and beverages. The city’s expanding organised retail network, growing quick-commerce ecosystem and rising preference for premium, health-oriented beverages among young families are likely to support demand for the new Jumpin range. Industry analysts believe Odisha’s improving retail infrastructure offers beverage companies significant opportunities to expand distribution and increase market penetration.
