Raymond’s FMGC brand KamaSutra launched its energy drink on December 6, 2012. With the launch if the new drink the company has stepped into the Rs. 200 crore energy drink market.
Gautam Singhania, the MD of Raymonds said that the energy drink is the newest edition to the company and strengthens the bold and young positioning of the brand, which become a natural extension of the KS brand. The energy drink is available in two flavors X Fruit, which is a mixed fruit flavor and X Berry which is a mixed berry flavor.
The new drink has been launched to fall in line with the taste of adventurous and energetic urban people. The company has also given the drink a tagline which says, “Get the KS Energy”. The president of Raymond Textiles Anirudh Deshmukh said that the sensuality of the beverage will help the KS drink to create a different position in the competitive market of energy drinks.
The market for energy drinks is expected to grow at the rate of about 33 percent in India. Meanwhile, Ranju Kumar Mohan the Director and Business Head of JK Ansell, which is a 50-50 joint venture between Raymond and Ansell Ltd for selling Kamasutra condoms, said that the energy drink business represents a new diversification for JK Ansell as well.