Functional beverage brand Evocus has announced the launch of Hydration IV Electrolytes Drink, marking its entry into India’s growing sports hydration segment. The clean-label beverage, available in four flavours, is aimed at wellness-conscious consumers seeking quick, functional hydration without added sugar, preservatives, or artificial ingredients.
With this launch, Evocus is projecting a fourfold increase in revenue for FY25. The company, which first gained visibility with its black alkaline water offering, is now positioning itself more aggressively in the premium hydration category.
RTD drinks
Formulated with essential electrolytes such as sodium, potassium and chloride, the drink is designed to support rehydration and recovery from physical exertion. It caters to a broad spectrum of users, from athletes and fitness enthusiasts to general consumers with active or high-stress routines.
“The Indian consumer is waking up to the importance of hydration beyond thirst-quenching,” said Aakash Vaghela, Founder and Managing Director of Evocus. “Hydration IV is our step into performance hydration—a space we believe is still underdeveloped in India.”
Caffeine free
The beverage, which is free from caffeine and contains low calories, is being positioned as a functional yet lifestyle-friendly product. It is currently available in four variants, Blueberry, Tangerine, Cranberry, and Lime & Yuzu, and can be purchased via Evocus’ own website as well as quick-commerce platforms including Zepto and SwiggySwiggy Instamart.
“The launch reflects our strategy to deepen reach in the functional beverage market with clean, scalable offerings,” said Sonam Pama, Head of Marketing at Evocus.
While global hydration brands dominate the premium shelf, the category in India remains fragmented and nascent. With growing consumer interest in health-forward alternatives to conventional sugary sports drinks, Evocus is looking to leverage early brand recall and direct-to-consumer distribution to scale its new offering.
The company has not disclosed pricing or unit economics, but said it will continue to build on the traction of its earlier products while exploring new formulations tailored to Indian consumers.