Amul to milk 'sports drink' demand

Gujarat Cooperative Milk Marketing Federation (GCMMF), which markets milk-based products under the Amul brand, plans to launch a ‘sports drink’ called Stamina.

The product aims at capitalising on the interest generated in the health and wellness market and the run-up to the Commonwealth Games to be held here this October.

A company spokesperson said Stamina would be a milk-based drink and aimed at sports professionals and those actively into sports and exercise. It will be priced at Rs 15 for 200 ml. Amul is already test-sampling the product in gyms, sports clubs and other potential points for sales.

As a ‘sports drink’, it wil compete with Pepsi’s Gatorade. The latter is a water-based drink with mineral salts, dextrose and sugar to rehydrate and replenish energy. Gatorade dominates the sports drink market, but rival Coca-Cola has planned to import its sports drink, Powerade, during the Commonwealth Games. Industry sources say Stamina will create a completely different market in sports drinks and should give competition to Pepsi and Coke’s products, due to its milk-health proposition.

The sports drink market is around Rs 100 crore but is thought to be set to increase significantly, as more Indians are indulging in exercise and activity sports, due to increasing incidence of lifestyle-related ailments.

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