GT&T to go global with XXX energy drink

GT&T India, part of the Mumbai-based over Rs 1,000-crore JMJ Group, is set to take its XXX (Xperience, Xtreme, Xcitement) energy drink brand international — to neighbouring countries like Pakistan, Nepal, Bangladesh and the Gulf by this September, and the UK, Singapore and Australian markets by February 2011.

“We will follow the three attributes (XXXs) and will go by the unconventional way of branding, creating an event around the brand, rope in a partner as a sponsor or promoting the brand by ourselves,” says Sachin Joshi, vice-chairman of the JMJ Group.

Since its launch in the domestic market in February this year, which is predominantly dominated by Red Bull with a market share of 90 per cent, and brands like Coca-Cola’s Burn, Pepsi’s SoBe and Cloud9, XXX Energy Drink had associated with sports outfits and events like Kolkata Knight Riders and the CommonWealth Boxing via the unconventional route.

Joshi differs in saying that the domestic market is already crowded. “Red Bull is available in the market since 2000, while Cloud9 ventured in 2006. The segment is still fresh in India and the trend of having energy drink as a refresher or a beverage has just started,” he adds.

Ask what the USP of his brand is, pat comes the answer from this entrepreneur-turned-actor, who played the protagonist in the Telugu remake of Bollywood blockbuster Koi Mil Gaya: “The USP is inbuilt in the can. Our drinks are not overdosed and have the right ingredients and formulations that reduce the urge for nicotine. The government is in the process of defining regulations on the usage of caffeine, which will soon be out. We are already abiding by the line of control.”

The global energy drinks market is currently pegged at $8 million and growing at 15 per cent annually, while it is Rs 300 crore in India, which is projected to touch Rs 1,000 crore by 2012.

XXX is looking at tapping the right source at the right time with its two products Rejuve and Nicofix. And its target audience: “Pub and club-hopping youngsters between the age group of 18 and 25 years, who like to consume alcohol with energy drinks. This habit is getting popular and about 20 per cent of the total energy drinks are consumed with alcohol the world over, which we want to piggyback on, besides making sure to get the attention of socialities, who actually spread the uniqueness of our brand through word of mouth,” Joshi says.

Even as it is keeping under wraps two more products for launch, one in September 2010 and the other in 2011, GT&T is setting its sales targets right. The company is aiming at selling 2.5 million cans per month, and garner a turnover of Rs 100 crore from the domestic market and Rs 50 crore from overseas business by March 2011.