The Indian counterpart of the American beverage giant Coca-Cola on Wednesday announced the launch of its sports drink called Powerade that will compete with rival PepsiCo’s Gatorade.
The launch marks Coca Cola’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.
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.
The sports drink – 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 a healthier lifestyle and want to skip sugar altogether. This is especially true for consumers looking at healthier options and variety in a shift from consumption of sweetened beverages.