Radiohead Brands is a rapidly expanding premium beverage startup, has made a move by entering the rapidly expanding market of "Energy Drinks" through the introduction of Hustle Drink.
Hustle Energy Drink will debut in a sole traditional flavor, offered at a rate of Rs 60 for a 250 ml high-quality can.
Drink is currently produced in Dubai, the product has identical composition, impact, and flavor to top global energy drink brands retailing at over Rs 110.
During the launch's initial stage, Hustle Energy Drink can be found at prominent retail stores in the top 8 metropolitan cities.
Radiohead Brands' energy drink is poised for direct competition with Red Bull and Monster, yet it is priced lower, ranging from Rs 110 to Rs 125, in contrast to Hustle Energy Drink.
“We have already established ourselves as the market leader in the new Mixers Space with our first brand Jimmy’s. With Hustle now we intend to expand our distribution footprint to get a foothold in one of India’s fastest growing beverage category.” said Ankur Bhatia, CEO Radiohead Brands.
As per Euromonitor International, a research firm, the energy drinks sector expanded by 12.6% in overall value from 2021 to 2022, reaching Rs 16,488.6 million last year.
This surge marked an approximate 35% leap from the figures seen in 2020. Regarding quantities sold, it measured around 33.5 million liters compared to 30.4 million liters in 2021 and 26 million liters in 2020.
A significant catalyst for this growth is the integration of the category by major cola companies, emphasizing PET bottle packaging and more accessible pricing, bringing the category to the forefront.
Jimmy's Cocktails emerged as a frontrunner in its category, generating Rs 34 crore in Net Revenue during FY2023.
Recently, the company secured Rs 11 crore in funding during a Pre Series A round, spearheaded by Prath Ventures and backed by prominent investors such as Vijay Shekhar Sharma from Paytm.
Radiohead Brands is strategically crafting an array of contemporary beverages priced between Rs 50 to Rs 100, aiming to establish itself as a Rs 1000 crore enterprise within this decade.
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