Tata Consumer Products (TCP), a consumer goods company under the Tata Group, is making a significant move into the rapidly expanding “Energy Drink” sector with the introduction of Say Never Energy Drink.

Say Never Energy Drink, offered in two options – Red and Blue, comes with an attractive price point of just INR 10 for a 200 ml cup size, making it highly affordable.

During the initial stage of its rollout, Say Never Energy Drink will be accessible at retail establishments within the Karnataka and Northern markets.

No additional specific information is currently publicly available, including details about the drink’s ingredients or composition, caffeine content, and the material used for the energy drink’s cup.

Tata’s energy drink is poised to enter direct competition with brands like Red Bull, Rockstar, Pure Zero, Shashan Total Body Fuel Peach-Fizz Energy Drink, and Zippfizz. Notably, these competitors typically come at a higher price point, ranging from INR 20 to INR 125, in contrast to TCP’s Say Never Energy Drink. It’s worth noting that the volume in milliliters may differ across various brands.

According to the Scottish government’s definition, energy drinks are beverages characterized by elevated caffeine levels, often combined with additional ingredients like sugar and stimulating agents such as guarana, taurine, or herbal substances.

Speaking about the new launch, Mr. Vikram Grover, MD NourishCo Beverages Limited, Tata Consumer Products said, “With this launch we aim to inspire and energize the doers, the dreamers, and the go-getters of the world. Say Never Energy Drink is not just a beverage; it’s a symbol of empowerment, a companion for those who dare to be different. The launch strengthens & complements the overall product portfolio for NourishCo and through this we are celebrating the heroes who carve their own paths. This affordable caffeine-based energy drink is for the young masses and with this we are here to fuel their journey.”

In June, NourishCo, a Gurgaon-based subsidiary of Tata Consumer Products Limited (TCPL), unveiled Tata Coffee Cold Brew as a strategic move to broaden its range of functional beverages.

Read More: NourishCo aims for market dominance with Tata Coffee Cold Brew launch

Tata Consumer Products Limited is a dedicated consumer goods company that consolidates the key food and beverage businesses of the Tata Group into a single entity. The company’s product portfolio encompasses a wide range, including tea, coffee, water, ready-to-drink beverages, salt, pulses, spices, ready-to-cook and ready-to-eat items, breakfast cereals, snacks, and convenient mini-meals.