Pepsi is testing waters for sports drinks in India with the launch of 'Gatorade' and said it would start manufacturing the product in India when sales register high growth.
"The evolved needs of Indian consumers require specialised products in the country. The requirements can now be stratified. One size fits all does not hold good anymore. Gatorade is the drink that works as more and more people are trying to be physically active," Rajeev Bakshi, Chairman, Pepsico India, said. He said the drink would be imported initially".
Stressing that Gatorade was not a product "meant for the masses", Bakshi said "we will not be advertising it on television but focus on gyms, health clubs and sports club for marketing it." The marketing technology while localising communication would be the same used internationally for the product that has captured $ 2 million market in the US.
He said the product re-hydrates, replenishes and refuels to provide active people hydration and emphasised that Gatorade was not an "energy drink but a sports drink" that will initially be marketed in Delhi and Mumbai.
"Emergence of high quality gyms, fitness and aerobic centres mirror the fitness trend. The scientifically proven Gatorade formula, being used in the US for 35 years, keeps athletes and active people hydrated in all scenario," claimed Pepsico India Executive Director Subroto Chattopadhyay.
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