Reliance teams up with cricketer Muttiah Muralitharan to make & sell sports drinks
Reliance Consumer Products Ltd (RCPL) has teamed up with former Sri Lankan cricketer Muttiah Muralitharan to co-create, manufacture and sell sports drinks in India called Spinner to be priced at Rs 10 for 150 ml bottles, about half the price of sports drinks brands like Gatorade and Powerade sold by PepsiCo and Coca-Cola, executives aware of the plans said.
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RCPL has an existing contract packaging partnership for Campa for cans with Muralitharan's company Muttiah Beverages. Spinner sports drinks are being bottled at Muttiah Beverages’ plant in Mysore, which also bottles Campa soft drinks, according to one of the executives.
“A Rs 10 price point for a premium category such as sports drinks is highly disruptive. Retailers have been sounded off about the move and stocks are being placed ahead of peak season by Reliance, by next week,” trade sources said.
An email seeking comments from Reliance Consumer remained unanswered till press time.
Unlike the energy drinks market with brands like Red Bull, Sting and Thums Up Charged, sports drinks as a category haven’t taken off in India because of its pricing. This market is estimated at about Rs 240 crore, but mass price points of Rs 10 could catalyse the market multi-fold over five years, analysts say.
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