HomeInsideCoca-Cola to launch 'Powerade' sports drink in India ahead of ICC World Cup

Coca-Cola to launch ‘Powerade’ sports drink in India ahead of ICC World Cup

Reader's Pick

Ahead of ICC World Cup 2019, the U.S. soft drink maker giant Coca-Cola is planning to introduce its new sports drink called ‘Powerade’ in the Indian market.

Coca-Cola is expected to launch the drink within the next two months and will be competing with PepsiCo’s Gatorade.

According to the Economic Times report, “The drink is currently available in India only through imports, but Coca-Cola is planning to launch a locally-made version of Powerade in India.”

Quoting to the Devendra Chawla, CEO of Spencer’s Retail, the report said that “The functional sports drinks market is beginning to resonate with millennials and we see a good offtake at retail stores.”

- Advertisement -

“However, unlike a couple of years back now there are dozens of specialized hydration products for consumers to choose from,” Chawla added.

In an interview with Coca-Cola, CEO James Quincey, last month told The Economic Times that “It will be the Coca-Cola’s second attempt to launch locally-made Powerade in India as its earlier plans did not work out.”

“Our focus is how to grow the business but reduce the calories,” James added.

Commenting more on this, Chawla said that “Work needs to be done to develop the category as versus global consumption, in India it is more of a night consumption or mixer drink. Besides, women are less convinced about the health benefits of the category compared to men.”

- Advertisement -

A recent report by Research and Markets forecast the global sports drink market to touch $28.6 billion by 2023 from $22.2 billion in 2017 expecting to grow at 4.3%


Stay on top of Budget 2023 with our newsletter

We don’t spam! Read our privacy policy for more info.


Stay on top of Budget 2023 with our newsletter

We don’t spam! Read our privacy policy for more info.

- Advertisement -

Read latest Business News and Startup news on TechGraph. Watch live and latest news on TechGraph TV. Follow us on Facebook or follow us on Twitter and Instagram. Listen audio news from TechGraph Briefings on Spotify, Google Podcast, Amazon Music & on Apple Podcast.

Krishna Mali
Krishna Mali
Founder & Editor of TechGraph.

Latest News

Promoted Links

Related Stories

Sino-US trade war offers Europe’s chance to bank more Chinese reserves: Analysis

Should European countries want the euro to replace the dollar as the world's do...

Japan approves 26 trillion yen as economic stimulus package to combat overseas risks

Japan's cabinet approved an economic stimulus package worth 26 trillion yen ($2...

1Win App: Review India Apk for Android and iOS

The company 1Win has been successfully operating in the markets of many countri...

Employees union seeks FIR against Jet Airways boss Naresh Goyal, Vinay Dube and on SBI Chairman

The employee union of Jet Airways, which is facing its worst crisis, Friday sou...

Samsung Electronics asks its shareholders to use electronic voting for upcoming AGM

Technology giant Samsung Electronics has adopted electronic voting for the firs...

Rahul Gandhi hits on RCEP says, ‘Make in India’ has become ‘Buy from China’

Asserting that "Make in India" has become "Buy from China," Congress leader Rah...

NASA astronauts to carry first ever all-female spacewalk on 29 March

Two NASA astronauts are scheduled to carry out the first ever all-female spacew...

Ampere Electric to setup e-mobility manufacturing plant in Tamil Nadu

Electric Mobility Company Ampere Electric has announced a phased investment pot...

Google joins Progcap $40 million funding round

Progcap, a New Delhi-based fintech platform for small and mid-size businesses (...

COVID-19: Amazon India partners with Acko General Insurance to offer free health insurance to sellers

India's leading e-commerce company Amazon India on Wednesday announced its part...