Indian branded fabric and fashion retailer Raymond Group has forayed into the energy drinks sector with the launch of KamaSutra (KS) E Drink.
KS E Drink is an extension of the company's fast moving consumer goods - condom and deodorant - under the KamaSutra label.
KamaSutra brand is owned by JK Ansell, a 50:50 joint venture between Raymond and Ansell International of Australia.
KS E Drink will be initially launched across metro cities over the next six months.
Available in X-Fruit and X-Berry flavors, a 250ml of the latest energy drink is priced at INR95 ($1.75).
Raymond is eyeing 20% market share in the $37m Indian energy drinks category over the next two years.
JK Ansell business head and director Ranju Kumar Mohan was quoted by Campaign India as saying that they will begin distribution of the energy drink from 10 December 2012.
"We need to make people like the products so we will be looking at a lot of sampling too. We need to get people to taste it," he added.
"Everyone knows about 'KS power' and we will be talking about it through our campaign."
KS E Drink will compete with brands such as Gatorade, Horsepower, RedBull and Tzinga in India.
