Zydus Wellness, a leading FMCG company known for its science-backed products, is expanding its iconic Glucon-D brand into the electrolyte energy ready-to-drink (RTD) beverage segment with the pilot launch of Glucon-D Activors.
In today’s fast-paced world, where consumers lead busy lives, there’s a growing demand for convenient on-the-go energy options, which is transforming the landscape of ready-to-drink (RTD) beverages. In India’s FMCG sector, the RTD electrolyte beverage category stands out as one of the fastest-growing segments, valued at approximately INR 1200 crore. Southern India particularly contributes a significant portion to this volume, accounting for nearly 50 percent of nationwide sales.
Leveraging this promising opportunity and the brand’s strong presence in the energy market, the company has initiated the launch of Glucon-D Activors in Telangana and Andhra Pradesh as a pilot program.
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Infused with three essential electrolytes – Sodium, Potassium, and Chloride – along with Vitamins C, B3, B5, and B6, Glucon-D Activors is crafted with an Electro Smart formula designed to replenish, re-energize, and revitalize the body.
Tarun Arora, CEO of Zydus Wellness, remarked on the launch, stating, “As we aim to double our sales within the next 3-5 years, we’re swiftly expanding our wellness range globally to support consumers in living healthier lives. The pilot introduction of Glucon-D Activors marks a strategic move for Glucon-D, a long-standing leader in its category and a symbol of ‘Energy of India’ for decades. This initiative also positions us uniquely to understand the consumer’s instant energy needs, capitalize on our R&D expertise, and provide a convenient ready-to-drink beverage for people on the move.”
Additionally, the brand has launched a new TVC campaign in Telangana and Andhra Pradesh aimed at enhancing brand visibility. Centered on a storyline depicting the busy and active lives of individuals, the commercial begins with a tired young news reporter and his perspiring cameraman concluding their news coverage on a scorching summer afternoon. Seeking a revitalizing boost, the reporter and his colleague rejuvenate themselves with a sip of Glucon-D Activors.
Given consumers’ attraction to RTD beverages for their convenience and diverse flavor options, Glucon-D’s electrolyte energy RTD beverage will be offered in three flavors: Mango, Apple, and Orange. It will be priced at a maximum retail price of INR 45 (inclusive of all taxes) for a 200ml tetra pack.
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