Rasna Invests ₹350 Crore in Jumpin Acquisition to Capture ₹25,000 Crore RTD Market.

Rasna is sharpening 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-headquartered maker of soft drink concentrates, known for its iconic “I love you Rasna” campaign, is repositioning itself with a three-pronged growth model focused on concentrates, exports and regional manufacturing. The move signals a strategic pivot as the company looks to diversify beyond its core segment.

With a legacy spanning nearly five decades since the mid-1970s, Rasna continues to dominate the soft drink concentrate category with an estimated 70 per cent market share. Exports contribute close to 40 per cent of its overall revenue, reflecting a strong international presence.

Company executives indicated that Rasna is targeting double-digit growth in calendar year 2026, with plans to scale into a ₹1,800–2,000 crore business by FY27.

The shift comes after a challenging FY25, when unseasonal rains disrupted peak summer demand. The company is now banking on an early onset of summer, expansion in quick commerce channels, and an accelerated push into the RTD segment to drive recovery and future growth.