XXX Energy Drinks eyes 30% market share

XXX Energy Drinks, a subsidiary of the JMJ group, which recently forayed into the fast-growing energy drinks segment, is eyeing a 30 per cent market share for its SJ XXX (Xperience, Xtreme, Xcitement) brand by FY 12.

The Mumbai-based company had launched its SJ XXX energy drink brand in December last year, which at present is available in two variants — Rejuve and Nicofix.

"We are very unique in the energy drinks segment. Our main objective is to provide an alternative energy drink to the consumer which is extremely high on energy. We target a 30 per cent share from the present 12 per cent and a Rs 50 crore revenue by FY 12," XXX Energy Drinks' Vice-Chairperson Sachin Joshi said here.

The company is aiming to sell 2.5 lakh cans per month by March 2011 and up to 7.5 lakh cans per month by FY 12. "We are eyeing a turnover of Rs 20 crore in FY 11," he said.

The JMJ group is into diverse businesses including FMCG, perfumery, hospitality, infrastructure and real estate.

The company claims that Nicofix is formulated with NPR which lessens the urge for nicotine and Rejuve is designed to rejuvenate mind and body and enhance immunity, thereby increasing stamina.

"The domestic market is flooded with various brands making their entry over a period of time, but we are confident of making a serious play for the leadership position over the next couple of years," he said.

"The segment is still relatively nascent in India and energy drinks as a refresher or a beverage has just begun to take hold as a trend in the country," he said.