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Business News/ Companies / News/  Coca-Cola launches sports drink Powerade in India
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Coca-Cola launches sports drink Powerade in India

Coca-Cola looks to diversify its portfolio to offer more choices to consumers in India who are seeking beverages over and above sweetened fizzy drinks
  • The $2 billion brand, Powerade, is the official sports drink of the ICC Cricket World Cup 2019
  • Powerade contains no sugar, the company said in its announcementPremium
    Powerade contains no sugar, the company said in its announcement

    New Delhi: The local arm of American beverage maker Coca-Cola on Wednesday announced the launch of its sports beverage Powerade that will compete with rival PepsiCo’s Gatorade.

    The launch marks the beverage maker’s entry into the nascent sports hydration market, even as the company looks to diversify its portfolio to offer more choices to consumers in India who are seeking beverages over and above sweetened fizzy drinks.

    Coca-Cola India has roped ace Indian cricketer Mahendra Singh Dhoni to endorse the drink that is priced at 50 for 500 ml, and comes in two flavours, mountain blast and orange surge. The $2 billion brand, Powerade, is the official sports drink of the ICC Cricket World Cup 2019.

    A growing population of sports and fitness enthusiasts in India is looking for evolved hydration solutions, said Anoop Manohar, director, emerging categories, Coca-Cola India. “The launch reiterates our strategy to drive growth by expanding our category play and offering consumers more of the beverages they want for every occasion in their lives," Manohar added.

    Powerade contains no sugar, the company said in its announcement.

    Coca-Cola’s move to launch the brand in India comes at a time when increasingly consumers in urban India are seeking variety in both packaged foods and beverages. This is especially true for consumers looking at healthier options in a shift from consumption of sweetened beverages.

    Over the last few years Coca-Cola has expanded its portfolio to include more hydration or functional beverages, and even milk-based drinks in its portfolio that until a few years ago largely consisted of aerated drinks and bottled water. The launches include hydration beverages such as Aquarius and Aquarius Glucocharge; Minute Maid smoothie and VIO flavoured milk. It has also extended the low or no sugar variant to key brands, including Thums Up, Coca-Cola and Sprite. Last year, it launched Minute Maid Vitingo, a water soluble powder priced at 5 per sachet.

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    ABOUT THE AUTHOR
    Suneera Tandon
    Suneera Tandon is a New Delhi based reporter covering consumer goods for Mint. Suneera reports on fast moving consumer goods makers, retailers as well as other consumer-facing businesses such as restaurants and malls. She is deeply interested in what consumers across urban and rural India buy, wear and eat. Suneera holds a masters degree in English Literature from the University of Delhi.
    Catch all the Corporate news and Updates on Live Mint. Download The Mint News App to get Daily Market Updates & Live Business News.
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    Published: 19 Jun 2019, 06:59 PM IST
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