In a bid to tap the fast growing sports drink market in India, GSK Consumer Healthcare India last Thursday announced its foray into the segment with the launch of its new product that will directly take on PEPSICO's Gatorade. The Indian sports drink market is valued at around Rs 150 crore (US$32.4 million) at present and is estimated to touch up to Rs 400 crore in the next year.* Priced at Rs 40 for a 500ml bottle, GSKCH's 'Lucozade Sport' will compete with 'Gatorade' from PepsiCo, priced at Rs 35 for a 500ml bottle.* Initially, Lucozade Sport will be available at modern retail outlets, gymnasiums and select traditional retail stores.
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