PepsiCo India has begun replacing the word 'energy' on Sting cans and PET bottles, moving ahead of the Food Safety and Standards Authority of India's (FSSAI) 90-day compliance deadline after the regulator removed 'energy drinks' as a recognised product category.
The move comes even as other players in the segment, including Red Bull, Reliance Consumer Products, Monster and Hell, have reportedly approached the government seeking an extension to the compliance timeline, which came into effect on July 1.
PepsiCo's decision follows significant global investment in Sting's positioning. Last year, the company signed a five-year worldwide partnership with Formula 1, making Sting the sport's official energy drink with rights spanning trackside branding, fan zone activations and other marketing initiatives.
India's energy drinks market is estimated to be worth more than ₹13,000 crore, with brands collectively spending around ₹2,000 crore annually on advertising and promotions. While Red Bull has traditionally dominated the category, PepsiCo expanded the market after introducing Sting in a ₹20 PET bottle alongside its ₹50, 250-ml can, making the drink more affordable and accessible.
FSSAI has stated that it no longer recognises "energy drinks" as a product category, arguing that claims such as 'revitalises body and mind' could mislead consumers. The regulatory shift has also affected distribution, with industry executives reporting that distributors have been hesitant to stock products carrying the 'energy' label, leading to shortages of several brands at retail outlets.
