JAMMU, Jul 6: Rasna, the world’s largest manufacturer of instant beverages, has expanded its ready-to-drink (RTD) fruit beverage portfolio with the nationwide launch of the Jumpin 1-litre family pack. The premium fruit beverage, featuring high fruit content and fortified with 10 essential vitamins and minerals, aims to meet the growing demand for nutritious, convenient and premium RTD beverages in India.
The new family pack complements Rasna’s existing 125 ml and 200 ml Jumpin variants and is packaged in internationally acclaimed Tetra Pak cartons manufactured in India under the ‘Make in India’ initiative. The product will be available across the country through modern retail outlets, e-commerce platforms, quick-commerce channels and general trade stores.
To mark the launch, Rasna is reviving Jumpin’s iconic rapper-led communication format with a fresh advertising campaign featuring a young boy and a rapper in an engaging storyline designed to connect with consumers through music and storytelling. The company has also planned an extensive promotional campaign across television, outdoor media, digital platforms and OTT services, including JioCinema/Hotstar, ZEE5 and YouTube, supported by social media campaigns on Instagram and other digital networks.
Speaking on the occasion, Piruz Khambatta, Group Chairman of Rasna Pvt. Ltd., said that Jumpin reflects the company’s vision of delivering international-quality fruit beverages at affordable prices while remaining committed to the ‘Make in India’ philosophy. He said all fruits used in Jumpin are sourced and processed in India, while the beverages are packed in high-quality Tetra Pak cartons manufactured domestically. He added that the specially developed Orange variant has been crafted to suit children’s taste preferences, highlighting the company’s focus on innovation and consumer-centric product development.
Cassio Simões, Managing Director of Tetra Pak South Asia, said the partnership reflects the evolving needs of Indian consumers who increasingly seek safe, convenient and high-quality beverage options. He noted that the new 1-litre Tetra Pak carton combines convenience with quality while supporting India’s growing food and beverage ecosystem through locally manufactured packaging solutions.
The new Jumpin range has been developed for parents seeking nutritious beverage options for children as well as busy urban consumers looking for vitamin-rich hydration. The 1-litre family pack is available in Litchi, Mixed Fruit and Orange flavours and is fortified with 10 essential vitamins, including Vitamin C.
To strengthen its market presence, Rasna has also launched extensive trade activations, product sampling drives, promotional initiatives and digital campaigns across Facebook, Instagram and LinkedIn.
The Jumpin 1-litre Tetra Pak carton is priced at Rs. 110. The company also offers 125 ml single-serve packs in Mango, Litchi and Orange flavours at Rs. 10, while the 200 ml Tetra Pak cartons in Mango and Mixed Fruit variants are available at Rs. 20.