or a brand from the PepsiCo stable, the India launch of rehydration and sports nutrition beverage, Gatorade, was a relatively low-key affair. More so considering the brand has dominated the global sports beverage category for the last 35 years. The reasons for this are simple: Gatorade is not your average carbonated soft drink aimed at the mass market, but a functional benefit-led drink targeted at a niche audience of athletes and �active individuals�. Second, the brand is being introduced in the country via a test-cum-phased launch, and the drink is available only in Mumbai and Delhi.

A blend of carbohydrates (6 per cent carbohydrate solution) and electrolytes (sodium and potassium), Gatorade, claims the company, stimulates fluid absorption, helps the body maintain fluid balance, provides energy to working muscles and helps enhance athletic performance. ... more