Rasna has expanded its Jumpin ready-to-drink (RTD) fruit beverage portfolio with the nationwide launch of a 1-litre family pack.
The new range builds on the brand's existing 125 ml and 200 ml offerings and is available in Litchi, Mixed Fruit and Orange variants. The beverages are fortified with 10 vitamins and minerals and are packaged in Tetra Pak cartons manufactured in India. The products will be distributed through modern trade, e-commerce, quick commerce and general retail channels.
To support the launch, Rasna has rolled out an integrated marketing campaign, including television advertising, outdoor media, digital video, OTT platforms and social media. The campaign also revives Jumpin's rapper-led advertising format with a new film featuring a young boy and a rapper.
Speaking on the launch, Piruz Khambatta, Group Chairman, Rasna Pvt. Ltd., said, “Jumpin represents our vision of bringing international-quality fruit beverages to Indian consumers at an affordable price while staying true to our ‘Make in India’ philosophy. All the fruits used in Jumpin are sourced and processed in India, and the product is packed in safe, high-quality Tetra Pak packaging manufactured in India. We have focused on delivering superior taste, real fruit goodness and essential nutrition, creating a beverage that appeals to modern families while supporting Indian farmers, processors and manufacturing ecosystems. Our specially developed Orange variant, crafted to suit children’s taste preferences, is a testament to our commitment to innovation and consumer-centric product development.”
Commenting on the partnership, Cassio Simões, Managing Director, Tetra Pak South Asia, said, “Indian consumers are increasingly seeking safe, convenient and high-quality beverage options that fit seamlessly into their daily lives. The launch of Jumpin in the 1-litre Tetra Pak carton reflects this evolving demand, combining all these qualities in a package designed for modern households. We are proud to partner with Rasna in bringing this new range to consumers across India, while supporting the country’s growing food and beverage ecosystem through packaging solutions manufactured in India.”
The company is also undertaking trade activations, product sampling and promotional campaigns to drive awareness and trial.
