Instant Beverage Maker Rasna Acquires Jumpin from Hershey’s to expand into ready-to-drink category | Rasna will now sell ready-to-drink product: The company bought a jumpin brand from Harshiz India; Lemon, litchi, guava and mango flavor will sell drinks for ₹ 10

Instant Beveraged Maker Rasna has bought a Jampin brand from Harshiz India to expand the ready-to-drink category. The company has not disclosed the amount paid for 100% acquisition of the brand. However, the company has indicated that the independent agencies have stated the valuation of the brand of Rs 350 crore.

Rasna Chairman Piruj Khambata said that the company has bought only the brand from Harshiz, not manufacturing assets. Further, the company will use the same manufacturing facility. According to an official statement, Jampin was launched by the original Godrej Group and later managed by Harshz India.

Jampin has many advantage: Piruj Khambata

Khambata said that Jampin has many advantages- such as its legacy, its image as a family brand, which does not fall into the energy drink category. And it is a liding brand, which has used Tetra Pack for the first time in India.

Rasna Chairman Piruj Khambata said Jampin will be launched in PET bottles and tetrapac. The size of which will start from 125 ml and the price will start from Rs 10.

Jampin will be launched again from the same brand name

The chairman said that the brands become stable like a heritage building. They need to be designed again to make living. He said that Jampin will be launched again from the same brand name.

Jampin will be sold in PET bottles and tetrapac

Khambata said that in the leadership of new owners, Jampin will be launched in PET bottles and tetrapac. The size of which will start from 125 ml and the price will start from Rs 10. He said that it would come in Lemon, Litchi, Guava and Mango Flavor.

Target to get a revenue of ₹ 1,000 crore in two years

Piruj said that Rasna has targeted to get a revenue of Rs 1,000 crore in two years. He said that the size of the total market is Rs 1 lakh crore. He said that before the closure of Kovid, Jampin Limited was earning a revenue of about Rs 150 crore every year through geography sales.

Khambata said Rasna has its own distribution network and will be further strengthened. Distribution will begin from next month. When asked about the recession report in consumption growth, Khambata said that there is no problem in the mass offering done by Rasna, but tension is being seen in the premium category.

Rasna can enter the milk-based beverages segment in the future

Piruj said that in future Rasna can consider entering the milk-based beverages segment. He clarified that it would not be a milk shake, but a drink with some component of milk.

Rasna is also talking to acquire health company

Khambata said that Rasna is also negotiating to acquire a health company, whose products also include snacks. Khambata has also welcomed the steps to reduce the sugar consumption at the school level.