Powerade to take on Gatorade

Coca-cola will launch its energy drink  Powerade in India within the next two months ahead of the ICC cricket world cup. The brand plans to compete with Pepsi co’s Gatorade in the small but emerging sports drink market. Powerade is among the US beverage maker’s billion-dollar retail sales plus brands globally, has been so far available only through imports in the country.

This will be Coca-Cola’s second attempt to launch locally-made Powerade in India its earlier plans did not take off.  Coca Cola’s main intention is to grow the business and cut down calories.

The maker of soft drinks Coke, Thums Up and Sprite has been hedging portfolio risks by expanding sugar-free variants of its brands, smaller packs and picking up associations with large sporting events such as the ICC World Cup and the IPL T20 League.