Rasna’s Big Leap: The ₹350-Crore Jumpin Deal

Rasna is stepping up its growth strategy with a ₹350-crore acquisition of Jumpin from Hershey India, marking its entry into the ₹20,000–25,000 crore ready-to-drink (RTD) beverage market.

The Ahmedabad-based company, best known for its iconic “I love you Rasna” campaign, is repositioning itself through a three-pronged growth strategy focused on concentrates, exports, and regional manufacturing. The acquisition signals a strategic shift as Rasna looks to diversify beyond its core soft drink concentrate segment.

With a legacy spanning nearly five decades since the mid-1970s, Rasna continues to lead the concentrates market with an estimated 70% share. Exports account for around 40% of its total revenue, highlighting its strong global footprint.

The company is targeting double-digit growth in calendar year 2026 and aims to scale into a ₹1,800–2,000 crore business by FY27.

This strategic pivot follows a challenging FY25, when unseasonal rains impacted peak summer demand. Rasna is now banking on an early summer, expansion in quick commerce channels, and a stronger push into the RTD segment to drive recovery and future growth.

News by Rahul Yelligetti.