Rasna has strengthened its presence in India’s fast-growing ready-to-drink (RTD) beverage segment with the nationwide launch of its Jumpin 1-litre Tetra Pak carton, targeting an estimated Rs 1,000 crore premium fruit nectar market. The family-size pack, priced at Rs 110, is fortified with 10 vitamins and minerals and will be available through modern retail, e-commerce, quick-commerce platforms and other retail channels across the country.
The new range, available in Litchi, Mixed Fruit and Orange variants, complements Rasna’s existing 125 ml and 200 ml packs. Manufactured in India under the ‘Make in India’ initiative using Tetra Pak packaging, the beverages are made from fruits sourced and processed within the country. Rasna Group Chairman Piruz Khambatta said the launch reflects the company’s commitment to offering international-quality fruit beverages at affordable prices while supporting Indian farmers and domestic manufacturing. Cassio Simões, Managing Director of Tetra Pak South Asia, said the partnership addresses rising consumer demand for safe, convenient and high-quality beverage solutions.
Backed by a nationwide marketing push, Rasna is reviving Jumpin’s iconic rapper-led campaign alongside television, outdoor, digital, OTT and social media promotions. The company is also undertaking trade activations, product sampling and promotional initiatives to boost consumer engagement.
In Northeast, particularly Guwahati, presents a promising growth market for premium RTD beverages as organised retail, quick-commerce services and online grocery platforms continue to expand in the region. Rising disposable incomes, increasing demand for convenient packaged beverages and a young consumer base are expected to support sales of value-added fruit drinks. Rasna’s nationwide distribution strategy could help the brand strengthen its footprint in Assam and neighbouring states, where demand for family-sized packaged beverages has been steadily increasing.