In a strategic move to tap into the growing demand for rehydration drinks, Reliance Consumer Products Limited (RCPL) has launched RasKik Gluco Energy, a unique beverage that combines the perfect blend of electrolytes, glucose, and real lemon juice. With its affordable pricing of INR 10 for a single-serve pack, RasKik Gluco Energy is poised to become a preferred choice among individuals who engage in physical activities and require a quick energy boost. As part of its expansion plans, RCPL is also set to introduce a larger 750 ml pack for home consumption, further solidifying its presence in the rehydration drinks market.
The introduction of RasKik Gluco Energy represents a strategic expansion by RCPL into the rapidly growing market for ready-to-drink hydration solutions in India. Building on the momentum of Reliance’s recent acquisition of the Campa Cola brand, which targets the carbonated beverages segment, RCPL is poised to establish a robust presence in the beverage and consumer products market. With RasKik serving as its flagship brand for juices and functional beverages, RCPL is well-positioned to become a dominant player in the industry, offering a diverse range of products that cater to evolving consumer preferences.
The RasKik brand already boasts a diverse portfolio of popular flavors, including Mango, Apple, Mixed Fruit, Coconut Water, and Nimbu Pani. To further cater to the varied tastes of Indian consumers, the company plans to introduce new products that draw inspiration from regional flavors, thereby expanding its offerings to meet the diverse preferences of its customers.
RCPLforay into the hydration category with RasKik Gluco Energy is likely to shake up the existing market dynamics, posing a challenge to established players like Dabur India and Tata Consumer Products Ltd. Notably, Nourishco, a subsidiary of Tata Consumer, and Dabur’s fruit juice business were already facing struggles in this category, making RCPL’s entry a significant development.
The launch of RasKik Gluco Energy is part of RCPL’s broader strategy to become a “total beverage and consumer products company.” By introducing innovative and affordable products, Reliance aims to strengthen its presence in India’s competitive functional beverage and juice categories. This move will not only challenge existing players but also provide consumers with more choices, ultimately driving growth in the market.
RCPL has unveiled “RasKik” as its master brand for juices and functional beverages, marking a significant step in its journey to become a comprehensive beverage and consumer products company. “With the introduction of ‘RasKik’ as a master brand for juices and functional beverage offerings, RCPL is also positioning itself as a total beverage and consumer products company dedicated to creating consumer-focused products that resonate with the everyday needs of the Indian consumer,” the firm said in a statement.
The launch of RasKik Gluco Energy marks a significant milestone for RCPL, as it makes a category-defining entry into the rehydration segment, revolutionizing the way India stays refreshed. With a commitment to delivering products that blend global standards with deep local insights, RasKik is now poised to offer a diverse range of affordable, high-quality fruit-based drinks, juices, and functional beverages.
As a company deeply rooted in Indian traditions, RCPL is committed to reinventing Indian consumer heritage through its brands. With RasKik Gluco Energy, the company aims to revive the traditional rehydration methods that have been a staple in Indian households for generations, reminiscent of the care and nourishment provided by mothers during childhood, whether it was after playing games or as a refreshing remedy to beat the heat.
Ketan Mody, Chief Operating Officer of Reliance Consumer Products Ltd (RCPL), said “RasKik Gluco Energy is not just a drink, it is more than just hydration – it’s about revitalizing and energizing the Indian consumer to take on the challenges of the day combined with hygiene, quality and the convenience of ready-to-drink offerings in line with the needs of the Indian consumer.”
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