Top Story


Home >> Marketing >> Article

Gatorade to hit shelves in September

Font Size   16
Gatorade to hit shelves in September

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.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds