by NR INDRAN / INT

Feeling low on energy and trying to sneak in a nap, when you just can(say, that last night before an exam, or the one when you have to prepare a critical presentation)? it happens to the best of us! Now, you can beat the sleep by gulping a Tzinga- the energy drink that comes in three distinctive energizing flavors- Mango-Strawberry, Lemon Mint and the playfully named mixed fruit flavor- Tropical Trip.

The brand leverages its innovative packaging to deliver value to the consumer- an energy drink at Rs.25 being a massive disruption with all other brands operating in the Rs.75 to Rs.95 segment. The great consumer offering, coupled with innovative online marketing (Tzinga’s facebook page has more than 4,00,000 fans), and a dynamic distribution team, has ensured that Tzinga is off to a great start in Mumbai. And why did they come to Mumbai after almost a year of the launch in Delhi and Bangalore? Suhas Misra, Director and Head of Marketing, “Mumbai is the biggest energy drink market in the country and people here consume energy drinks not just as mixers but for functional reasons. We wanted to be absolutely sure that we get everything right here”. And they seem to have done exactly that. A lot of Mumbaikars are sitting up and taking notice of the impressive visibility that Tzinga has achieved in the market.

As a product, Tzinga has a combination of caffeine (equivalent to one cup of coffee) and guarana, a naturally occurring herb which helps in the process of body getting energy without the crash that follows the high with most energy drinks. Also, to make sure that the energy is delivered in the healthiest of ways, Tzinga has ginseng, which is again a naturally occurring herb with anti-carcinogenic and anti-oxidant properties.

Tzinga is presently available in 1200 outlets in Mumbai. The main markets would include Bhavans College Canteen, Kings⠐laza at Cuff Parade, Lucky General in Oshiwara, and the iconic Sealand on Carter Road among others. As Mohammad Sameer, the head of Maharashtra business for Hector Beverages says, “we should be present at a shop near you, and in case we are not we would be in the coming week!”

The idea of Hector Beverages was born seeing the very visible difference between the beverage landscape in the developed world (increasingly dominated by functional beverages) and that in India. Conceived in the US, with a vision of changing the beverage market in all of the developing world, the idea found root in the minds of the founding team- a set of individuals from Wharton, IIM Calcutta and MDI.

The company’s state-of-the-art Greenfield plant at Manesar Industrial Area is geared to deliver beverages in the innovative packaging, adhering to the highest quality standards.

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