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KamaSutra (KS), the renowned FMCG brand from the house of Raymond has announced the launch of an energy drink - KS E Drink. Stepping into the Rs 200 crore Energy Drink market in India with KamaSutra, a brand known for its bold identity and positioning, JK Ansell has entered yet another competitive product category, after deodorants and condoms.
Announcing the launch, Mr Gautam Singhania, Chairman & Managing Director of Raymond Ltd said, “Over the years, Raymond has epitomized the picture of the alpha male who is bold, fun, adventurous and energetic. In keeping with this positioning of the brand , we launched KamaSutra condoms 20 years ago with an innovative and interesting marketing campaign. Today, the brand has a range of men’s and women’s deodorants in exciting variants and fragrances, in addition to condoms. The Energy Drink is the newest addition to the KS product portfolio that strengthens this bold and young positioning of the brand and thus becomes a natural extension for the KS brand .“
Available in two flavours X- Fruit, a mixed fruit flavor and X- Berry which is a mixed berry flavor, the KS E Drink has been created to address the taste of the adventurous and energetic urban young. It is this very positioning that inspires the product’s tagline - “Get the KS Energy”.
Mr Aniruddha Deshmukh, President – Textiles, Raymond Ltd, said, “Over the years, KamaSutra has evolved into an iconic, urban and premium brand. The KS brand was extended into the deodorants category in 2008 and has seen a tremendous growth in the past 5 years. The core values of power and potency coupled with the premium imagery of the brand ensures a perfect fit with the category. We are confident that the sensuality of the KS brand will enable KS E Drinks to carve out a differentiated proposition for itself in the rather competitive Indian energy drinks market, which is is estimated to grow at the rate of about 33%.“
Mr Ranju Kumar Mohan, Director & Business Head, JK Ansell (a 50:50 joint venture between the Raymond Group and Ansell Ltd for manufacturing and selling the popular 'KamaSutra' condoms), said, “The Energy Drinks business represents a new diversification for JK Ansell. Establishing presence in this category in terms of availability and reach is a key focus area in the first few months of business. We expect energy drinks to become a significant line of business contributing considerably to the company revenues in the next few years.”
KS Energy Drink will be initially launched across metro cities over the next six months. The KS Energy Drink in its X- Fruit and X- Berry flavours will be available across retail outlets at the price of Rs. 95 (250 ml).
India Infoline Research Team / 14:59, May 20, 2015
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