Coca-Cola launches Powerade sports beverage in India

Powerade launch in India : Coca-Cola has expanded its portfolio in India with the launch of a new sports beverage called Powerade that is claimed to provide quick hydration to help athletes and fitness enthusiasts to replenish their energy levels.

Powerade is presently available in 500ml PET bottles in two flavors – Mountain Blast and Orange surge, which are both priced at Rs 50.

Coca-Cola India says that the new sports beverage has been formulated alongside sports scientists. It contains no added sugar which makes it an ideal choice of hydration for the consumers who are conscious about their calorie intake.

Specially formulated with ION4 (Sodium, Potassium, Magnesium, and Calcium), Powerade is claimed to give extra powerful push needed for endurance sports or during a high-performance fitness activity.

Coca-Cola India says that the sports beverage is packed with a good balance of electrolytes and carbohydrates that help in quick fluid absorption and retention, thereby giving higher energy for improved performance and faster recovery for athletes.

Coca-Cola launches Powerade sports beverage in India. Photo courtesy of THE COCA-COLA COMPANY.

Commenting on Powerade launch in India, Anoop Manohar – Director of Emerging Categories, Coca-Cola India, said: “The launch reiterates our strategy to drive growth by expanding our category play and offer consumers more of the beverages they want for every occasion in their lives.

“As a consumer-centric company, we continuously listen to the consumers, and our research has shown that a growing population of sports and fitness enthusiasts in India are looking for evolved hydration solutions that help them perform better.

“Powerade is a global sports hydration brand from The Coca-Cola Company’s portfolio which fuels fitness and sports enthusiasts, and helps them push their limits.”

Indian cricketer MS Dhoni will promote Coca Cola’s Powerade sports beverage in India.

Indian cricketing legend MS Dhoni will endorse Powerade, which is the official sports drink of the ongoing ICC Cricket World Cup 2019.

MS Dhoni, commenting on Powerade launch in India, said: “Building endurance and reaching the peak performance is an integral part of the game we play. With Powerade now in India, athletes and fitness enthusiasts will be able to fight exhaustion and elevate their performance. I am happy to be associated with a brand that’s been developed with sports scientists to level up our performance.”