Zydus Wellness launches pilot for ready-to-drink beverage Glucon-D Activors

Zydus Wellness, a science-backed FMCG major, has announced the expansion of its iconic brand Glucon-D in the electrolyte energy ready-to-drink (RTD) beverage segment with the pilot launch of Glucon-D Activors. 

Underpinned by the compelling market opportunity and the brand’s substantial equity in the energy space, the company has piloted the rollout of Glucon-D Activors in Telangana and Andhra Pradesh.

Today, consumers' hectic and fast-paced lifestyles and the need for on-the-go energy are reshaping the RTD beverage landscape. Within India’s FMCG sector, the RTD electrolyte beverage category is one of the fastest-growing segments, estimated at INR 1200 crore. Southern India drives a significant part of this volume and commands nearly 50 percent of nationwide sales. 

Enriched with three vital electrolytes – Sodium, Potassium, and Chloride – and Vitamins C, B3, B5, and B6, Glucon-D Activors is formulated with an Electro Smart formula that helps replenish, re-energize and refresh the body.

Commenting on the launch, Tarun Arora, Chief Executive Officer, Zydus Wellness, said, “As we plan to double our sales in the next 3-5 years, we are rapidly expanding our wellness offerings across the globe to help consumers lead a healthier life. The pilot launch of Glucon-D Activors was a clear way forward for Glucon-D, which has been a category leader for decades. This experience also uniquely positions us to better comprehend the consumer’s need for instant energy, leverage our expertise in R&D, and offer a ready-to-drink beverage available to everyone on the go.” 

The brand has also unveiled a new TVC campaign in Telangana and Andhra Pradesh to drive brand awareness. Built around a narrative exploring people’s active and hectic daily, the commercial starts with an exhausted young news reporter and his sweaty cameraman wrapping up news coverage on a hot summer afternoon. The reporter then jolts himself and his colleague with a boost of energy as they take a sip of Glucon-D Activors.