Zydus Wellness chooses TG, AP for pilot launch of energy drink
image for illustrative purpose
Zydus Wellness, a science-backed FMCG major, has announced the expansion of its iconic brand Glucon-D in the electrolyte energy ready-to-drink (RTD) beverage segment with the pilot launch of Glucon-D Activors. Underpinned by this compelling opportunity and the brand’s substantial market equity in the energy space, the company has piloted the rollout of Glucon-D Activors in Telangana and Andhra Pradesh.
Today, consumers’ hectic and fast-paced lifestyles and the need for on-the-go energy are reshaping the RTD beverage landscape. Within India’s FMCG sector, the RTD electrolyte beverage category is one of the fastest-growing segments, estimated at Rs 1,200 crore. Southern India drives a significant part of this volume and commands nearly 50 percent of nationwide sales.
Tarun Arora, CEO of Zydus Wellness, said: “As we plan to double our sales in the next 3-5 years, we are rapidly expanding our wellness offerings across the globe to help consumers lead a healthier life. The pilot launch of Glucon-D Activors was a clear way forward for Glucon-D, which has been a category leader and synonymous with ‘Energy of India’ for decades. This experience also uniquely positions us to better comprehend the consumer’s need for instant energy, leverage our expertise in R&D, and offer a ready-to-drink beverage available to everyone on the go.”
The brand has also unveiled a new TVC campaign in Telangana and Andhra Pradesh to drive brand awareness.
