To establish a beachhead in the sports drinks market in India, Amul (Gujarat Co-operative Milk Marketing Federation (GCMMF) is gearing up to re-launch its sports drink brand Stamina.
The company has been test marketing the whey-based drink across the country since 2006, but this year the beverage will sport a new look and packaging.
From its tetrapak offering, the product will now see an extension into cans.
Unlike in the past, the drink will sport the Amul badge.
Stamina's 250ml can, available in orange and lime flavours, will cost Rs. 30, whereas the drink in tetrapak (200ml) will retail at a lower price of Rs. 15.
Amul will be treading on familiar ground as it its malt shake and coffee brands (Amul Kool and Nutramul) are all sold in cans.
Amul is betting that the vibrant imagery and new format will help catch the attention of a larger cross-section of consumers who are given to an active lifestyle.
Amul believes it has the formula right for Stamina.
"Stamina is made from whey protein, which is the liquid remaining after milk is curdled and strained," says a GCMMF official.
The brand plans to go about educating consumers on its specific health benefits.
Given Stamina is a forerunner in offering a milk-based sports drink, it is poised to open a whole new segment here, notes an industry observer.
"Amul is a highly trusted brand and milk is held in high esteem in Indian homes. However, consumer offtake will be predicated on brand building and distribution," he adds.
The sports drinks market is still in its nascency. Industry estimates peg the market close to Rs. 150 crore (Rs. 1.5 billion).
Pepsi's Gatorade and Glaxo Smith Kline's Lucozade Sport, have been actively chasing this segment with products, which are isotonic formulations - a drink that replaces fluid and electrolytes.
Despite drinks being made for specific activities, marketeers claim, consumers often confuse sports drinks with energy drinks brands like Red Bull, Cloud 9 and Coca Cola's Burn.
"Energy drinks contain high levels of caffeine which may lead to dehydration during physical activity.
"Sports drinks, meant for consumption during sports is ideal for improving stamina and performance," says Shubhajit Sen, executive vice president (marketing), Glaxo Smith Kline
Consumer Healthcare, India.