The Coca-Cola Company has launched its global sports hydration brand Powerade in India, aligning the debut with its role as the official sports drink of the ICC Men’s T20 World Cup. The move signals Coca-Cola India’s push to strengthen its presence in the fast-growing sports and active lifestyle beverage segment.
Formulated with Vitamin B3 and electrolytes, Powerade is positioned as a performance-focused hydration solution for high-intensity training and competitive sport. The brand has entered the market in two low-calorie variants — Mountain Blast (Blue) and Fruit Punch (Red). It will be available from March 2026 at INR 20 for a 250 ml pack and INR 50 for a 500 ml pack. The India launch was marked by high-impact on-ground integration during India’s Super 8 match in Ahmedabad on February 22. Ankita Mahna, Senior Director, Marketing, Hydration, Sports & Tea Category, Coca-Cola India and Southwest Asia, said the company aims to build Powerade as a long-term sports hydration brand aligned with evolving consumer lifestyles.
The integrated campaign, “Fuel Your Power™,” features Shubman Gill and Neeraj Chopra, highlighting the role of hydration in training and recovery. In Kolkata, trade sources expect strong demand from young consumers and gym-goers, driven by the INR 20 entry price and World Cup association. Retailers anticipate quick adoption across modern trade and neighbourhood stores, especially during the tournament season, as sports-linked branding gains momentum in eastern India.
