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Gatorade’s powder variant likely

20-October-2004
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Gatorade’s powder variant likely

PepsiCo India may launch a powder variant of its sports drink Gatorade in India.

“An extension of the brand into a powder format is possible as it will be suitable in team activity,” PepsiCo India chairman Rajeev Bakshi said soon after announcing the launch of Gatorade here on Tuesday.

The idea is to bring down the cost of the product and garner more volumes from ‘sports drinks’ category which is not developed fully here and may take a while to take off.

Launched in a lemon flavour, Gatorade is priced at Rs 45 for a 500-ml PET pack. The drink is being imported at present and launched in select cities like Delhi and Mumbai. The company plans to launch the brand in more flavours including orange.

According to Mr Bakshi, the company will take a decision on manufacturing it locally once it sees long-term potential in the brand. “We will wait for at least three months to decide whether to go for local manufacturing or not,” Mr Bakshi said.

“The evolved needs of Indian consumers require specialised products in the country. The requirements can now be stratified. One size fits all does not hold good anymore. Gatorade is the drink that works as more and more people are trying to be physically active,” he said. According to company sources, the powder variant is at present being test-marketed in the country through various programmes in schools and institutions.

Stressing that Gatorade was not a product “meant for the masses”, Mr Bakshi said the brand would not be advertised on television but would be promoted through ‘points of sweat’ which would be places like gyms, health clubs and sports clubs.

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