Coca-Cola introduces their new sports drink, Powerade on Wednesday. Powerade is Coca-Cola’s answer to rival PepsiCo’s Gatorade.

With Powerade, Coca-Cola is tapping on the sports beverage market of India. The company is mulling to introduce more options to their portfolio for the customers.

Recently, the brand appointed Mahendra Singh Dhoni as their brand ambassador. Powerade is the official sports drink of ICC Cricket World Cup 2019.

Anoop Manohar, the director of emerging categories of the company said, “The launch reiterates our strategy to drive growth by expanding our category play and offering consumers more of the beverages they want for every occasion in their lives.”

As the urban demography of customers are seeking for more and more variety, Powerade’s launching comes at a significant time to fill that void.

Jayita Sardar

Aspiring journalist working for and exploring the juncture of sports, business and technology. Interested in sports economy and logistics of sports policy-making.

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