Committed to our mass-market pricing strategy with Jumpin'

With the acquisition of Jumpin, Rasna is targeting to create a space for itself in the ready-to-drink (RTD) segment, valued at nearly ₹1 lakh crore.

- 

Piruz Khambatta, chairman, Rasna, tells Okananda Chakraborty about the opportunity in the RTD category and the reasoning behind why resurrecting a brand seemed more appealing to the firm than launching a new one. Excerpts:

What does Jumpin bring to the table?

Recent launches have shown that iconic legacy brands continue to enjoy strong following, with many experiencing successful revivals. Jumpin, with its legacy as a refreshing fruit drink especially loved by kids and families, truly deserves a relaunch.

The ready-to-drink (RTD) segment is a massive and rapidly growing category, valued at nearly ₹1 lakh crore. Within this, fruit-based beverages represent a significant and dynamic subcategory. It’s a highly competitive space with the presence of several multinational as well as strong Indian players, which further validates the potential and consumer demand in this segment.

What are your plans with Jumpin’s acquisition?