With the mercury rising, competition is also heating up in the estimated Rs 600 crore glucose drink market in India with the likes of Rasna and GlaxoSmithKline Consumer Healthcare entering the category and existing players expanding their portfolio.
Soft-drink concentrate maker Rasna today announced its entry into instant energy drink category by launching 'Rasna Glucose-D', on the heels of GlaxoSmithKline Consumer Healthcare (GSKCH) launching two new brands -- Boost Glucose and Glaxose D.
Even, Dabur Ltd that sells Dabur Glucose-D in the country has plans to launch new variants, such as litchi, of the drink powder this season.
"We have made a concerted effort to deliver healthy products to the market and with Glucose-D, we intend to take it forward," Rasna International Chairman and Managing Director Piruz Khambatta said.
The company has launched the product in three flavours in convenient packaging for consumers.
Similarly, GSKCH has launched a new glucose drink under different brand names -- Boost Glucose in North and West India and Glaxose D under Horlicks brand for East India.
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Despite the new entrants, Hienz India is still the market leader in the category with Glucon-D brand, which it had bought from GSKCH way back.
Another significant player, Dabur India said it is adding more flavours to its glucose drink offering.
"Dabur currently enjoys about 25% share of the total market that is currently estimated at around Rs 600 crore annually. We will launch new flavours this summer," Dabur India Marketing Head (Health Supplements) Praveen Jaipuriar told PTI.
He said the category overall is growing at an annual rate of about 25%, while Dabur's product range has seen CAGR of about 45% in the last two years.