Evocus enters ready-to-drink segment with new electrolyte beverage

Evocus, a functional beverage brand, has entered the ready-to-drink (RTD) category with the launch of Hydration IV Electrolytes Drink. This product marks the company’s foray into the sports hydration market, which has seen increased interest amid rising consumer focus on wellness and performance-oriented products.

The newly launched beverage contains electrolytes such as sodium, potassium, and chloride, aimed at replenishing hydration lost through physical exertion or fatigue. It is positioned as a clean-label product, with no added sugar, caffeine, preservatives, or artificial colour, and is intended to appeal to consumers seeking low-calorie hydration alternatives.

The company has set a target of 4x revenue growth in the current fiscal year, driven in part by this new product line.

Adding to this Sonam Pama, head of marketing said “The launch of Hydration IV Electrolytes Drink reflects our understanding of today’s wellness-focused consumer who seeks functional yet convenient solutions. With its clean formulation and lifestyle-forward appeal, the product is designed to scale, provide instant gratification, and drive deeper penetration in the functional beverage market”.

Hydration IV is available in four flavours: Blueberry, Tangerine, Cranberry, and Lime & Yuzu. It is currently being sold through the brand’s official website and on quick commerce platforms such as Zepto and Swiggy Instamart.

The launch builds on the company’s existing product portfolio, which includes black alkaline water, and reflects its continued focus on innovation in the wellness beverage segment.