ndia's first home-grown sports drink is here. Stamina, marketed by Gujarat Co-operative Milk Marketing Federation (GCMMF), was launched earlier this month in a low key roll-out at Ahmedabad. With MNC rivals Pepsico and Coca-Cola planning national rollouts of their sports drinks brands, Gatorade and Powerade, respectively, the sports drinks market is acquiring energy.

GCMMF is banking on its price advantage to capture this market. While other energy drinks like Red Bull (Rs 75 for 200 ml) and Gatorade (Rs 45 for 200 ml) are expensive, Stamina is priced at Rs 12 for a 200 ml pack. What's more, the whey-based drink, which supplies 112 calories per pack, comes with an endorsement from Apollo Hospitals as a health drink for all age groups and especially for sportsmen. ... more