Gatorade, the $2-billion sports drink from Pepsi Foods, will hit the shelves by September-end despite the fact that month marks the beginning of an off-season for bottled beverages.
The launch, earlier slated for August, comes at a time when the cricket craze in India is at its peak, with a series of big-ticket events lined up.
The bottled drink used by athletes and sports people world over will be introduced in phases. To start with, the company will tap metros at gymnasiums and select retail outlets and then the product will hit other cities., said a company spokesperson.
Gatorade is widely used by the Indian and Australian cricket teams. Its claim to fame includes prominent sports associations such as National Football League, National Basketball Association, USA Cycling and Professional Golfers Association among others that are known to patronise the drink.
Company officials said that an extensive campaign to promote the product is in the last stage of finalisation. They, however, declined to comment on the pricing, and marketing strategy of the drink.
The market for energy and sports drinks in India is still nascent. The carbohydrate and electrolyte energy drink is one of its kind in its category in India and, hence, has no real competitors in its space, they claim.
However, energy drinks such as Red Bull, Cult, Hype, Powerhorse, Dark Dog, Feel Fine, Virgin DT are some of the other brands being offered in the same category.
The Gatorade range includes the Gatorade Thirst Quencher, the Gatorade performance series of energy drink and nutrition shake, and the hydrating propel fitness water.