POWERADE, the sports hydration brand from The Coca-Cola Company, has officially entered the Indian market, making its debut during the ICC Men’s T20 World Cup as the tournament’s official sports drink.
Positioned as a functional hydration beverage, the product contains Vitamin B3 and electrolytes and is available in two variants, Mountain Blast (Blue) and Fruit Punch (Red), with a low-calorie formulation. Powerade will be available across India from March, priced at Rs 20 for a 250 ml pack and Rs 50 for a 500 ml pack.
The launch featured on-ground integration during India’s Super 8 fixture in Ahmedabad on 22 February, where the brand established a in-stadium presence to mark its arrival in the country.
The rollout is being supported by an integrated marketing campaign titled Fuel Your Power, fronted by cricketer Shubman Gill and Olympic gold medallist Neeraj Chopra.
Coca-Cola India and Southwest Asia senior director, marketing, hydration, sports & tea category Ankita Mahna said, “Sport in India lives in streets, playgrounds, gyms and everyday routines. Powerade’s entry into India is about meeting people in those moments of intense effort, whether they’re training professionally or simply pushing themselves a little further every day. Launching at the ICC Men’s T20 World Cup gives us a powerful starting point, but our focus goes beyond the tournament. We’re building Powerade as a long-term sports hydration brand that grows with India’s sporting ambition and its increasingly active lifestyles.”
Gill shared, “A lot of the work around sport happens away from the spotlight, in training and recovery. Staying hydrated is a basic but important part of that, and I am glad to be associated with Powerade as it launches in India.”
Chopra added, “Preparation is everything in sport, especially on tough training days. It’s great to see Powerade come to India and support athletes across different disciplines.”
