Rasna
Rasna is an Ahmedabad-based FMCG company founded in 1992 that manufactures and sells powdered beverage concentrates and ready-to-drink fruit beverages (via the acquired Jumpin brand) to mass-market Indian consumers, with expanding distribution through CAIT and exports to African markets.
- Company typePrivate
- Founded1992
- HeadquartersAhmedabad, India
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Rasna does
Rasna Processors Pvt Ltd, headquartered in Ahmedabad, India, is a privately-held FMCG company founded in 1992 that manufactures and sells powdered beverage drink concentrates under the flagship Rasna brand. The company serves mass-market Indian consumers seeking affordable cooling beverages, with traditional Indian flavors like jaljeera and kokum, and is expanding into health-conscious segments through functional beverages fortified with vitamins, probiotics, and prebiotics. Rasna is a leader in the Indian beverage concentrate category, with a strong distribution network anchored by a recent MoU with the Confederation of All India Traders (CAIT) for a B2B digital portal and national trade network access.
Rasna's business model centers on selling powdered drink concentrates through distributed retail channels across India, with secondary revenue from exports to West Asia/Gulf and increasingly to African markets. In May 2025, the company executed a strategic ₹350 crore acquisition of the Jumpin ready-to-drink brand from Hershey India, marking its entry into the ₹20,000-25,000 crore RTD fruit beverage market. The company is relaunching Jumpin with health-conscious positioning targeting smaller Indian towns, while also launching zero-calorie and functional beverage lines. A new manufacturing plant in Patna is planned to support regional expansion.
The company is led by Chairman and CEO Piruz Khambatta, with 501-1000 employees operating from Ahmedabad headquarters. Rasna has no institutional investor or PE ownership based on available data, operating as a founder/family-controlled business. Revenue growth signals include 15-20% anticipated annual growth and double-digit volume growth driven by early summer demand, though specific revenue figures are not publicly disclosed. The company pursues an omnichannel go-to-market combining traditional wholesale distribution, the new CAIT B2B portal, digital marketing investments, and export expansion.
Rasna firmographics
Firmographics- Name
- Rasna
- Legal name
- Rasna Processors Pvt Ltd
- Website
- https://rasnainternational.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Rasna is an Ahmedabad-based FMCG company founded in 1992 that manufactures and sells powdered beverage concentrates and ready-to-drink fruit beverages (via the acquired Jumpin brand) to mass-market Indian consumers, with expanding distribution through CAIT and exports to African markets.
- Ownership category
- akta.pro rank
Rasna industry classification
Industry- Product category
- Beverage Concentrates
- NAICS
- Flavoring Syrup and Concentrate Manufacturing (31193), Soft Drink Manufacturing (312111), Soft Drink and Ice Manufacturing (31211), Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Powdered Beverage Bases & Concentrates (instant drink mixes, soluble concentrates) (AFAFAGAI)
- akta.pro secondary industries
- Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing (AFAFABAM), Soft Drink & Carbonated Beverage Syrups (AFAFAGAA)
Keywords
Where Rasna is headquartered
LocationHeadquarters
- HQ city
- Ahmedabad
- HQ country
- India
- HQ region
- Asia
Offices2 records
Markets served
Rasna business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure
Revenue model
- Beverage Concentrates: Rasna generates revenue primarily from powdered drink concentrates sold in the Indian market and through exports. The company is expanding into RTD market after acquiring Jumpin brand.
- Ready-to-Drink (RTD) Beverages: Following the ₹350 crore acquisition of Jumpin from Hershey India, Rasna is entering the ₹20,000-25,000 crore RTD fruit beverage market with relaunched products targeting smaller Indian towns with health-conscious positioning.
Go-to-market motion2 records
Distribution channels3 records
Marketing channels1 record
Rasna product offering
Product offeringCore offering
Rasna manufactures and sells powdered drink concentrates (the flagship Rasna Concentrates line) that consumers dilute with water, alongside ready-to-drink fruit beverages marketed under the acquired Jumpin brand and a growing portfolio of functional/fortified beverages with vitamins, probiotics, prebiotics, zero-calorie variants, and local Indian flavors such as kokum and jaljeera. The company sells primarily through retail and distribution channels across India and increasingly exports to African and select West Asian markets.
Product overview
Rasna is an Ahmedabad-based soft drink concentrate manufacturer with its core product being powdered drink concentrates. The company operates a platform of beverage products including its flagship Rasna Concentrates, the acquired Jumpin ready-to-drink fruit beverage brand, and a growing line of functional beverages fortified with vitamins and probiotics. Rasna is expanding from its traditional concentrate business into the broader RTD (ready-to-drink) market through acquisitions and new product development.
Differentiator
Problem solved
Functional benefit
Brands
- Jumpin: Ready-to-drink fruit beverage brand acquired from Hershey India, being relaunched with health-conscious positioning and variety of product sizes targeted at smaller Indian towns.
Products and services
- Rasna Concentrates Powdered drink concentrates manufactured by Rasna and sold to consumers, who dilute the powder with water to prepare beverages. The product line is aimed at mass-market and middle-class Indian consumers seeking affordable, accessible cooling drinks.
- Jumpin Ready-to-drink fruit beverage brand owned by Rasna following the May 2025 acquisition from Hershey India. Being relaunched with health-conscious positioning and multiple product size options targeting the RTD fruit beverage market in India.
- Functional Beverages Nutrition-fortified beverage product line featuring added vitamins, probiotics, and prebiotics, including zero-calorie variants and local Indian flavors such as kokum and jaljeera. Targeted at health-conscious consumers and positioned as Rasna Group's pivot toward functional, low-sugar beverages.
Quantifiable outcome
- 15-20% revenue growth anticipated
- +2 more outcomes
Companies that use Rasna
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles3 records
Rasna technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Rasna partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Hershey IndiacoreRasna acquired the Jumpin brand from Hershey India for ₹350 crore to enter the ready-to-drink fruit beverage market. This strategic acquisition allows Rasna to expand from concentrates into RTD segment targeting ₹20,000-25,000 crore market opportunity.
- Confederation of All India Traders (CAIT)coreRasna signed MoU with CAIT to jointly launch a B2B digital portal and expand the company's beverage and allied businesses through CAIT's national trade network, providing access to extensive trader distribution infrastructure across India.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Rasna competitors and assessment
Company assessmentEmerging players
- Hershey India: Sold Jumpin to Rasna for ₹350 crore. Relevant as the divesting party and prior owner of an Indian RTD brand, providing direct comparison on RTD portfolio economics in India.
- Mapro Foods: Indian fruit-based products company making crushes, syrups, and jellies — comparable as Indian player in fruit concentrates and beverages targeting similar consumer occasions.
- Paper Boat (Hector Beverages): Indian beverage startup using traditional Indian flavors (aam panna, jaljeera, kokum) — directly overlaps with Rasna's functional beverage line leveraging local Indian flavors and nostalgic positioning.
Broad incumbents
- PepsiCo India: Global FMCG major with Slice, Mirinda, Tropicana in Indian RTD market. Competes head-on with Rasna's RTD strategy and has vastly larger distribution and marketing budgets.
- Coca-Cola India: Global beverage giant dominating Indian RTD market with Maaza, Fanta, Sprite, Thums Up. Direct competitor in the RTD fruit beverage space where Rasna is launching Jumpin.
- Bisleri International: India's leading bottled water brand with growing non-carbonated beverage portfolio. Comparable as established Indian beverage brand leveraging national distribution and consumer trust.
Direct peers
- Dabur India: Dabur's Real brand competes in packaged fruit juices and RTD beverages in India. Comparable as an Indian FMCG player expanding traditional wellness/ayurvedic positioning into modern beverage formats.
- Parle Agro: Indian beverage major behind Frooti and Appy Fizz — direct competitor in fruit-based RTD drinks, the same segment Rasna's Jumpin brand is targeting. Both target mass-market Indian consumers with affordable fruit beverages.
- Hamdard (Rooh Afza): Traditional Indian brand selling Rooh Afza concentrate/syrup. Directly comparable heritage concentrate business with similar cultural resonance in Indian households — especially relevant for Rasna's jaljeera/kokum positioning.
Regional players
- Vadilal Industries: Ahmedabad-based ice cream and beverage company referenced as co-player with Rasna in Gujarat market with reported double-digit volume growth. Comparable as Indian regional beverage player expanding nationally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Rasna social profiles
Digital presenceRasna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rasna leadership team
Management profileNumber of profiles
Profiles1 record
Rasna subsidiaries and ownership
Company hierarchySubsidiaries1 record
Rasna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rasna M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rasna
What does Rasna do?
Rasna manufactures and sells powdered drink concentrates (the flagship Rasna Concentrates line) that consumers dilute with water, alongside ready-to-drink fruit beverages marketed under the acquired Jumpin brand and a growing portfolio of functional/fortified beverages with vitamins, probiotics, prebiotics, zero-calorie variants, and local Indian flavors such as kokum and jaljeera. The company sells primarily through retail and distribution channels across India and increasingly exports to African and select West Asian markets.
Is Rasna a public or private company?
Rasna is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rasna founded?
Rasna was founded in 1992. It employs 501 to 1,000 people.
Where is Rasna based?
Rasna is headquartered in Ahmedabad, India, in the Asia region.
How does Rasna make money?
Two revenue lines are on record. Beverage Concentrates are the primary driver. The others are ready-to-Drink (RTD) Beverages.
Who are Rasna's main competitors?
Emerging players on record are Hershey India, Mapro Foods and Paper Boat (Hector Beverages). Broad incumbents are PepsiCo India, Coca-Cola India and Bisleri International. Direct peers are Dabur India, Parle Agro and Hamdard (Rooh Afza). Vadilal Industries is listed as a regional player.
Does Rasna have an API?
No public API is recorded for Rasna.
What industry is Rasna in?
Rasna's product category is Beverage Concentrates. Its primary akta.pro industry code is AFAFAGAI, Powdered Beverage Bases & Concentrates (instant drink mixes, soluble concentrates), with a secondary code of AFAFABAM, Non-Alcoholic Beverage Concentrates, Syrups & Bases Manufacturing. Its NAICS code is 31193 and its SIC code is 2080.