Hungary based Hell Energy enters Indian market with launch of energy beverage

Hungary-based energy drink brand Hell Energy has forayed into the Indian market by launching the classic variant of its energy beverage. The company is sensing a good opportunity in the fast-growing energy drink segment and expects to be among the leading players in the next three years on the back of its affordability and wide-scale availability, a company official said.

It has appointed a distributor here and would make Hell Energy available in tier I & II markets initially. It will expand to other markets later, the official added. "We aim to achieve 80 percent distribution in each of our product markets and India is a very important market for this category," Hell Energy National Sales Director for India Unnikannan Gangadharan said.

The company has priced its energy drink at Rs 45 for a 250 ml can, around Rs 10 more than the cost of a can of popular cola majors. The Indian energy drink market is estimated to be around 100 million cases annually and has almost grown four times in the last six years.

The market is dominated by the Austrian energy drink maker Red Bull while other makers such as Monster, Mountain Dew, Tzinga have remaining market share. Hell Energy intends to introduce more variants of its energy drink as the volume picks up. Founded in 2006, Hell Energy is available in more than 50 countries worldwide.