Powerade, The Coca-Cola Company’s global sports hydration brand, has officially entered the Indian market as the official sports drink of the ICC Men’s T20 World Cup 2026. The launch marks a strategic move by Coca-Cola India to expand its portfolio with brands rooted in sport, performance and active lifestyles. Designed as a sports hydration solution, Powerade contains Vitamin B3 and electrolytes to support performance energy during high-intensity training and competitive sport. The drink has been introduced in two low-calorie variants — Mountain Blast (Blue) and Fruit Punch (Red). It will be available from March 2026 at INR 20 for a 250 ml pack and INR 50 for a 500 ml pack.
The debut was amplified during India’s Super 8 match in Ahmedabad on February 22, where the brand created a high-visibility on-ground integration. Senior Director Ankita Mahna said the launch reflects Coca-Cola India’s long-term commitment to building Powerade as a sports hydration brand aligned with India’s growing sporting ambition. The integrated campaign, “Fuel Your Power™,” features cricketer Shubman Gill and Olympic gold medallist Neeraj Chopra, highlighting the role of hydration in training and recovery.
In Kolkata, retailers expect strong traction among young consumers and fitness enthusiasts, especially with the accessible entry price of INR 20. Industry observers believe the brand’s World Cup association could help it gain rapid visibility across modern trade and neighbourhood outlets in the city.