Rising health consciousness among consumers makes the outlook for the fruit-based ready-to-drink segment highly promising

Ahmedabad-headquartered instant powder beverage brand Rasna is on a growth phase on more counts than one, while instant powder beverage business continues to be the backbone of Rasna. The company remains deeply committed to strengthening this category.

It now has an exciting pipeline of new product launches and refreshed campaigns planned for the upcoming summer season, which, the company believes, will further enhance consumer engagement and reinforce Rasna’s leadership in this space. Its focus is on innovation, affordability, and campaigns that connect strongly with families and children values that have always been at the heart of Rasna.

Speaking to Bizz Buzz, Piruz Khambatta, Group Chairman, Rasna Pvt. Ltd, explains why and how Rasna is betting big on India’s growing demand for nutritious, ready-to-drink beverages—marking a new chapter for both the company and the once-iconic Jumpin brand

How big is the ready-to-drink beverages market in India? At what rate is it growing?

As per IMARC Group, the fruit juice market in India is currently valued at approximately Rs44,537 crore. The category is witnessing strong momentum and is projected to almost triple in size, reaching around Rs1,22,855 crore ($ 14.3 billion) by 2033.

This reflects a healthy compound annual growth rate (CAGR) of 11.9 per cent between 2025 and 2033, underscoring the growing consumer shift towards convenient, ready-to-drink beverage options.

What is Rasna's current market share in this fast growing segment? What is the market share it is looking at two-three years down the road?

Rasna’s Jumpin was among the pioneering brands to introduce fruit drinks in the tetra pack category, laying the foundation for packaged beverage consumption in India. With the renewed focus on this segment, we are confident of strengthening our position further.

In the short term, our target is to capture at least 10% market share, and over the next two to three years, we aim to consolidate and expand this share by leveraging our strong distribution network, trusted brand equity, and portfolio innovation.

What prompted you to take over Jumpin from Hershey's some months back?

Jumpin is a heritage brand with strong recall, deep consumer connect, and an inherent appeal to both families and children qualities that are very much aligned with Rasna’s DNA. Given our legacy of creating affordable, enjoyable, and trusted beverages for Indian households, acquiring Jumpin was a natural and synergistic fit.

The brand brings with it significant inheritance value and complements Rasna’s existing portfolio, enabling us to strengthen our presence in the ready-to-drink category while continuing to serve the evolving preferences of our consumers.

Jumpin takeover also marks your entry into the non-carbonated beverages market. What do you think would be the prospect in this segment?

Yes, the acquisition of Jumpin marks Rasna’s foray into the fast-growing non-carbonated beverages category, which presents tremendous opportunities both in India and international markets. With rising health consciousness, shifting consumer preferences towards fruit-based and functional drinks, and the overall expansion of the ready-to-drink segment, the growth prospects are highly promising.

We see significant headroom for exports as well, given the global demand for quality Indian beverage brands. Rasna intends to leverage its established distribution channels, brand equity, and innovation capabilities to tap into these opportunities and build a strong footprint in this category.

You also have plans to foray into the milk-based beverages market. Any progress on that front?

Yes, we are actively exploring the milk-based beverages segment as part of our broader vision to diversify into wellness-oriented categories. Our R&D team is currently working on several innovative projects aimed at developing next-generation products that combine taste with nutrition.

The focus is on creating offerings that cater to evolving consumer lifestyles—products that are convenient, fortified, and aligned with the growing demand for healthier beverage choices. We look forward to unveiling these innovations in the near future as we strengthen Rasna’s presence in the functional and wellness drinks space.

What is your take and plans on the fruit juice market?

The fruit juice market continues to be one of the most dynamic and fast-growing segments within beverages, driven by increasing health awareness and preference for natural, convenient drink options. At Rasna, we view this category as a significant growth driver and are committed to expanding our presence here.

Our teams are working on innovative R&D projects to introduce new-generation fruit-based beverages that balance wellness with taste. The focus is on creating value-driven, nutritious options that resonate with both Indian and global consumers, ensuring Rasna plays a meaningful role in shaping the future of the fruit juice market.

Would you eventually get into the snack market also? Could you please share your thoughts on that?

At present, Rasna’s focus remains firmly on strengthening and expanding our beverages portfolio, particularly in the fruit-based, wellness-oriented, and ready-to-drink categories. While the snacking segment is an attractive and growing space, we currently have no plans to diversify into that area.

Our priority is to build on Rasna’s core strengths, deliver innovation in beverages, and continue to serve consumers with products that align with our brand ethos.

What about your traditional main line of business-instant powder beverage business? What are your plans?

Our instant powder beverage business continues to be the backbone of Rasna, and we remain deeply committed to strengthening this category. We have an exciting pipeline of new product launches and refreshed campaigns planned for the upcoming summer season, which we believe will further enhance consumer engagement and reinforce Rasna’s leadership in this space.

While details will be shared closer to launch, our focus is on innovation, affordability, and campaigns that connect strongly with families and children values that have always been at the heart of Rasna.

When it comes to growth and expansion, would you focus on organic or inorganic growth, going forward?

Our primary focus is on organic growth, driven by innovation, brand building, and deeper market penetration across India and international markets. That said, we also remain open to inorganic opportunities, provided they align with our long-term strategy and come at the right valuations.

The guiding principle is to strengthen Rasna’s portfolio and reach, whether through our own initiatives or by selectively exploring acquisitions and partnerships that add strategic value.

What is your current exports volume/value? Which countries do you export your products to? Are you looking at new geographies?

We are currently exporting to over 60 countries worldwide, with a portfolio focused on next-generation natural products that are free from artificial colors, flavours, and preservatives. We are proud to be recognized as a market leader in the natural products segment globally, reflecting our commitment to quality, health, and consumer trust.

Moving forward, we continue to explore opportunities to expand into new geographies, leveraging our expertise and innovation to meet the growing international demand for wholesome, natural beverages.