atorade. Pimp Juice. Invigor8. Dark Dog. Guarana.

These keep-you-hopping-all-day beverages are raking up megabuck volumes among the young and the young-at-heart the world over. But the only experience that India has had so far of energy drinks is courtesy a few importers who bring in these drinks on a consignment basis and unload them at select outlets. The big daddy of beverages, Coca-Cola India, did flirt with the concept briefly. Shock, specially formulated for the Indian market and a variant of Lift Plus, an energy drink in its global portfolio, was withdrawn in 2002 within a year of its launch. ... more