Zydus Wellness is planning to expand the reach of its Glucon-D brand. This expansion targets the electrolyte energy ready-to-drink (RTD) beverage sector with the introduction of Glucon-D Activors.
Recognizing the growing demand for convenient energy solutions in today’s fast-paced lifestyle, Zydus Wellness is initiating the launch of Glucon-D Activors with a pilot program in Telangana and Andhra Pradesh. This decision is propelled by the considerable market potential and the strong reputation that Glucon-D holds in the energy beverage market.
The RTD electrolyte beverage segment in India’s FMCG industry is experiencing rapid growth, estimated at Rs 1200 crore, with Southern India contributing significantly to its market share, capturing nearly half of the nationwide sales.
Glucon-D Activors stand out with their formulation enriched with essential electrolytes like sodium, potassium, and chloride, along with vitamins C, B3, B5, and B6. Marketed with an Electro Smart formula, this beverage aims to rejuvenate, re-energize, and revitalize consumers.
Tarun Arora, CEO of Zydus Wellness, expressed enthusiasm about this strategic move, emphasizing the company’s commitment to enhancing consumer wellness globally. He highlighted the pilot launch of Glucon-D Activors as a pivotal step forward for the brand, leveraging its longstanding leadership in the beverage category to meet evolving consumer needs for instant energy.
In line with the launch, a new television commercial campaign has been unveiled in Telangana and Andhra Pradesh to bolster brand visibility. The ad narrative revolves around the daily hustle and bustle of individuals, portraying instances where Glucon-D Activors provide a much-needed energy boost, such as a tired news reporter and his cameraman finding refreshment in the beverage during a scorching summer assignment.
Recognizing consumer preferences for variety and convenience, Glucon-D Activors offers three flavours—mango, apple, and orange—in a 200-ml tetra pack, priced at a maximum retail price of Rs. 45.