Packaged drinking water firm Bisleri International plans to introduce caffeine-free energy drink Urzza across pan-India by September this year. At present, the company is launching the new drink in select markets.The launch of Urzza marks the re-entry of Ramesh Chauhan, Chairman of Bisleri, into energy drink market 22 years after selling his soft drink brands Thumbs Up, Limca and Gold Spot to Coca Cola.The new energy drink, targeted at the age group of 10 to 25 years, is expected to compete with Red Bull and other energy drink brands in India.“It took us five years to develop this unique drink whose taste is pleasant. After exiting the soft drink business, I have been thinking to come out with some unique drink other than water. With lot of research and external help we could finalise on a drink that has a mysterious taste which others cannot copy. And we named it Urzza (power),” said Ramesh Chauhan, Chairman, Bisleri International Private Ltd.
The company is investing Rs 200 crore in the project and expects to sell 10 million cases (one case is 24 cans) in a year as compared to two million cases sold by all other energy drink brands in India.
