Energy Drink Companies Take Health Route To Gain Market

Health Drink

Energy drinks companies growing in India: Energy drink market in India is growing at very faster rate and now energy drink manufacturing companies are looking towards promoting health to capture the market. According to estimation growth rate of energy drink market in India is about fifty per cent year on year. In present scenario Indian energy market is estimated at around 1.5 million cases, consisting of 24 cans, per annum. Most popular brands in Indian market for energy drinks are Red Bull and Cloud 9. Red Bull is basically an Australian brand and launched in Indian in year 2003 but it had been keeping a low profile in Indian market as compared to other cola majors. It created a category of energy drink in Indian market and since its launch, Red Bull dominate Indian market in its category and holds about sixty per cent market share which shows its success in Indian market.

Health Drink

JMJ group launched new brands: JMJ group is parent company of GT & T which launched new energy drink XXX in Indian market in December last year. Sachiin Joshi is vice chairman of the company who told that most of energy drinks which are promoted by different foreign players contain more content of caffeine which is above the permissible limits. He told that energy drink launched by them contains much less amount of caffeine as compared to other brands available in the market and it is much less than the limits which are permitted by Food and Drug Authority. Company has launched two products Rejuve and Nicofix which contains very low quantity of caffeine according to prescription for the Indian markets. He told that Nicofix is an energy drink made with aim of reducing the craving for nicotine among the cigarette smokers. Group has decided to open about 20 exclusive retails outlets at various cities to promote their brands. He told that outlets would have 2, 000 square feet area each and will be across 20 top cities like Pune, Hyderabad, Chandigarh, Cochin and Jaipur. Other than energy drinks, company will also launch exclusive clothing for the young generation which will also be promoted along with energy drinks on the outlets.

Health Drink

Goldwin and United Spirits also ready to jump in race: Goldwin Healthcare Pvt Ltd which manufactures Cloud 9 has claimed that they have adopted completely healthy method and by consuming these drinks there will be no side effects. Company is ready to launch their many new products in Indian market which includes various caffeine free products like Cloud 9 cola, natural juices, tonic water, flavored mineral water, soda and an aloe vera juice. Goldwin assured that all these products are hundred per cent safe and natural without any form of harmful ingredients. Other than just making target to young people, company will also target women and children with their aloe vera drink. United Spirits has also announced their plans to enter the market. They are country’s largest alcohol producer and they will be launching Romanov Red brand in the market. Company has planned to spend about one million dollar this year to promote their brands across 15 cities in the country.

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