For a fresh dose of energy

Liquid IV & Spinner aim to shake up a $1.2-billion category

- VIVEAT SUSAN PINTO

ONE IS THE undisputed distribution king and the other an inveterate price warrior. As the cool February weather makes way for the warmth of March and the blistering heat of April and May, the two – Hindustan Unilever and Reliance Consumer are looking to shake up a largely humdrum market with two new offerings. HUL's Liquid IV is an electrolyte drink in powder format targeting the affluent at ₹120 a stick (₹360 for a pack of three sticks); while Reliance Consumer's Spinner is a sports drink for the masses priced at ₹10 a bottle.

Needless to say, their pitches are different – while the former aims to bridge the gap between hydration and overall wellness, the latter hopes to democratise the sports drink category. Ergo, they are completely different products going after two different consumer cohorts. But they sit in one broad category – the $1.2-billion domestic hydration market.

"Hydration drinks are different from colas and carbonated beverages in terms of the added benefits they offer to consumers apart from quenching thirst. The space is evolving," says Ankur Bisen, senior partner and head, consumer and retail practice, Technopak Advisors.