Radiohead Brands, a swiftly growing high-end beverage startup, has strategically entered the burgeoning “Energy Drinks” market with the launch of their new product, Hustle Drink.
Hustle Energy Drink is set to make its debut in a single classic flavor, available at the price of INR 60 for a 250 ml premium can.
Manufactured in Dubai, the beverage boasts an identical composition, impact, and flavor to leading global energy drink brands that typically retail for over INR 110.
In the initial phase of the launch, Hustle Energy Drink will be available at prominent retail outlets in the top 8 metropolitan cities.
Radiohead Brands’ energy drink is positioned for direct competition with Red Bull and Monster, offering a lower price range of INR 110 to INR 125, in contrast to the pricing of 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.
According to Euromonitor International, a research firm, the energy drinks sector experienced a 12.6% growth in overall value from 2021 to 2022, reaching INR 16,488.6 million last year.
This surge represented an approximate 35% increase from the figures observed in 2020. In terms of quantities sold, it amounted to around 33.5 million liters compared to 30.4 million liters in 2021 and 26 million liters in 2020.
A major driver of this growth is the incorporation of the category by major cola companies, with a focus on PET bottle packaging and more affordable pricing, propelling the category into prominence.
Jimmy’s Cocktails took the lead in its category, generating INR 34 crore in Net Revenue for the fiscal year 2023.
The company recently obtained INR 11 crore in funding through a Pre-Series A round led by Prath Ventures and supported by notable investors, including Vijay Shekhar Sharma from Paytm.
Radiohead Brands is strategically developing a range of modern beverages with prices ranging from INR 50 to INR 100, with the goal of positioning itself as a INR 1000 crore enterprise within the current decade.
