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Energy drinks market set to double in next two years | mydigitalfc.com
The energy drinks market in India is expected to double in size over the next couple of years as a host national and international players venture into the segment. The market for such drinks is expected to double in size to Rs 1,000 crore over the next two years from Rs 500 crore presently.
Energy drinks in India till a year back were dominated by players such as Rhino’s, Bullet, Cloud 9 and Red Bull among others has suddenly spruced. Sales, however, started picking up post the entry of established players such as Pepsi and Amway.
Pepsi has been marketing its energy drink SoBe since November last year while Amway XL has been around for nearly seven months now. Red Bull and Power Horse, who have been around for a couple of years now, perhaps were the only existing players to be marketing such products aggressively.
Amway believes that the fun drinks such as colas segment has declined by five per cent in the last two years. “With the positive changes in the perception of health and fitness in India, we foresee a huge potential for supplementary drinks like XL,” William Pinckney, managing director & chief executive officer, Amway India told Financial Chronicle.
Amway sells health drinks under the Amway XL label which comes in two flavours — Citrus Blast and Tropical Blast, priced at Rs 450 for a pack of six.
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