HELL ENERGY was founded in 2006. It is a Hungarian brand and says that it became Hungary’s market leader by 2010 and currently exports to 60+ countries. It holds market leadership in, among others, Greece, Bulgaria, Croatia, Romania, and Slovakia. HELL ENERGY’s success it says is driven by quality, value for money, availability, and marketing communication.
As a player in the energy drink sector, it claims to be the only brand with a market-leading presence in several countries, its own ultramodern filling factory, and an aluminium beverage can factory—ensuring a strategic position globally.
MediaNews4U.com caught up with Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED
Q. In 2025, what consumption trends are expected to be seen in the country from a consumption perspective when it comes to energy drinks?
The Indian energy drinks market is experiencing a strong growth trajectory. For the past six to eight months, we have witnessed a clear shift in consumer preference, moving from mass market products to ‘masstige’ products that offer premium quality at an affordable price. We expect this shift, which reflects the changing aspirations and consumption preferences of Indian consumers, to continue through 2025.
In addition, other key consumption patterns are emerging, like
· India’s youthful and active demographic continues to drive energy drink consumption.
· Brands are expanding their portfolios to introduce new flavours that suit Indian taste and palate.
· Enhanced product visibility and accessibility through a wider distribution across supermarkets, convenience stores, and online platforms
· What was once perceived as a niche, top-store only product, has had a ‘sprinkler effect’ across all trade channels, which retail carbonated drinks
At HELL ENERGY DRINK, we are aligned with the market dynamics that have effectively positioned us to expand in the Indian energy drinks market. We bridge the gap between the various consumers and are able to offer premium quality at an affordable price.
Q. Where is the whitespace for growth? What are the similarities and differences between India and other markets that Hell Energy operates in?
HELL ENERGY DRINK is well-positioned to enter the next phase of growth by carefully capitalising on the possibilities in India’s ever-evolving beverage industry. Traditionally, energy drinks have been considered a metro-driven sector or category. However, with the introduction of PET packaging, rising expectations, and increasing disposable incomes in smaller towns, energy drink consumption is now becoming a mainstay in Tier II, Tier III, and even rural markets.
HELL ENERGY DRINK already has an established presence in Tier II and III markets, and we plan to further deepen our distribution and brand visibility in these regions and expand to newer markets, bringing world-class energy drinks to the next generation of customers.
The rapid growth of D2C platforms and fast commerce has aided us in this objective and provided a whitespace for growth. We are actively expanding our digital presence, ensuring an efficient last-mile delivery that helps our customers get their energy boost whenever and wherever they choose.
In addition, mobility and outdoor lifestyles are witnessing a return post-pandemic. There is a renewed opportunity for HELL ENERGY DRINK to drive on-the-go, impulse consumption through modern trade, convenience stores, and travel retail points to capture this consumption shift.
Aiding these is our affordable price point of Rs. 60, for unmatched global quality of our products, making it an ideal choice for people seeking premium experiences without paying for the ‘premium’. This positions the brand to attract lifestyle-conscious youngsters looking for value and outstanding quality.
Another aspect that we foresee that will drive growth is the readiness of the Indian market for functional innovation with respect to product diversification in energy drinks. This allows us to plan our diversification in our product range and explore new formats and limited-edition variants tailored to local palates.
We are also looking at deepening our emotional connection with Gen Z and millennials, and actively seeking to engage in cultural collaborations, regional integrations, music and sports tie-ups, and hyperlocal influencer marketing. These initiatives will help strengthen brand love and loyalty in key youth-driven segments.
By tapping into these whitespace opportunities, HELL ENERGY DRINK is ready to redefine the energy drink landscape in India and fuel the aspirations of a new generation.
Q. Could you shed light on the brand concept and strategy that has seen it achieve good penetration since launching in 2019?
HELL ENERGY DRINK joined the Indian energy drink industry when the category was largely driven by a few premium-priced brands. The segment was growing steadily, and eventually, comparatively lower-priced products entered the market, but they had a completely different target audience.
However, a clear whitespace existed, of consumers seeking a product with the premium quality and international appeal of dominant brands, but at competitive price points. And while these consumers were open to trial, but long-term loyalty was based on three factors: Taste, Accessibility, and Price!
HELL ENERGY DRINK, launched in India in 2018 with Pan-India expansion in 2019, was conceptualised based on these insights and was the answer to this gap. Our objective from the outset was to establish a brand that was not only premium in quality but also cool and affordable. We wanted HELL ENERGY DRINK to not only be available in metros and Tier I markets, but also to a broader audience of young Indian consumers in urban and semi-urban regions.
Fast forward to 2025, HELL ENERGY DRINK today is not just a drink or beverage. It is a bold and high-performing brand that resonates with young Indians. It is an ‘attitude’ and a style statement.
Q. For 2025, what goals has Hell Energy set for itself from a marketing perspective? What are the focus areas?
2025 is a year of acceleration for HELL ENERGY DRINK in India, with a sharper narrative, deeper distribution, and disruptive campaigns. Our objective is clear – to solidify HELL ENERGY DRINK as the high-energy lifestyle brand that resonates with the next generation of Indian consumers.
We are committed to fostering premiumisation in the energy drink sector, motivating people to adopt the bold, premium-tasting experience with HELL ENERGY DRINK. At the core of our objectives, we want to offer consumers an unparalleled brand experience.
One of our key initiatives this year is the launch of #WinWithHell — A Mega Consumer Contest that is one of India’s largest consumer campaigns in the energy drinks industry. It offers daily and weekly prizes, which are trendy & also a grand prize – A luxury car! allowing consumers to live the HELL lifestyle.
Q. Is the TG males 15-30 in the country when Hell Energy does marketing and promotional activities? Kindly elaborate
HELL ENERGY DRINK is designed for India’s bold and ambitious youth, primarily individuals aged 18 to 35 years, including college students, early-stage professionals, gym-goers, gamers, partygoers, or anyone leading an active lifestyle.
Our core audience is driven by aspirations and seeks brands that match their dynamic, fast-paced lives. They are socially connected, brand-conscious, and experimental, with a strong affinity for global tastes. They value sustainability and are aspirational. They also look for performance boosters to fuel their late-night work sessions, exam preparations, fitness routines, gaming marathons, and social events, etc.
Q. The product range goes from iced coffees to vitamin drinks. Are all products currently available in the country, and what are the plans to add to the range in the country?
HELL ENERGY DRINK has an extensive selection of energy drinks globally. In India, our current range includes unique flavours like Classic (Tutti-Frutti), Apple, and Watermelon. We plan to expand our portfolio by adding products from our global portfolio, which have been carefully vetted to meet Indian preferences.
Q. Is the company’s USP vis-à-vi competitors like Red Bull, pricing, and quality?
HELL ENERGY DRINK is disrupting the energy drink category by offering premium European quality at a competitive price. At just ₹60 for a 250 ml can, HELL ENERGY DRINK is affordable without compromising on taste, quality, or experience.
This makes us stand out as a go-to drink for college goers, young professionals, gamers, and the broader youth segment. Its USP is its smooth and refreshing flavour, which makes for a great experience for our consumers.
With rapid expansion across modern trade, general trade, and quick commerce, HELL ENERGY DRINK is accessible whenever and wherever for consumers.
Q. Could you shed light on marketing activities and innovations that one can expect to see in the coming months?
HELL ENERGY DRINK is witnessing an accelerated growth, with a robust 360° marketing approach. We are strengthening our presence by expanding both offline distribution and online availability, with a sharp focus on increasing store visibility across modern and general trade.
We are engaging with leading international and national icons to elevate brand credibility and aspirations, creating stronger emotional connections with our target audience. We have associated with and sponsored high-impact, youth-centric events like Just Talk Sneakers show, Arijit Singh concerts, Korean Festivals, and more to directly engage with Gen Z and millennials.
We have recently launched our biggest-ever consumer giveaway – WIN WITH HELL in India, where consumers can win over 10,000 exciting prizes, including a luxury car as the grand prize.
We are also partnering with leading influencers across sports, gaming, and lifestyle spaces to create authentic, high-engagement moments and expand our cultural footprint. Our social media strategy is driven by -trend content, ensuring brand love throughout the year.
We are also committed to sustainability, highlighted through our packaging initiatives that further strengthens brand trust among our conscious consumers. In addition, we continue to innovate with unique and exotic flavours customised for the Indian market.
Q. Shardul Thakur and Mohammad Shami were roped in as cricket brand ambassadors in 2023. What role is cricket playing in growing brand awareness? Is the company leveraging the IPL in any capacity through franchise partnerships?
Cricket is pivotal to our brand strategy in India, as it is more than a sport; it is a way of life here.
Understanding this connection, we partnered with cricketers like Shardul Thakur and Mohammed Sami in 2023, and in 2024, we further celebrated India’s win at the T20 World Cup with the launch of HELL ENERGY DRINK’s special edition celebratory cans.
Q. Abroad, the company has tie-ups in sports like F1 and boxing. Is the synergy between sports and an energy drink natural? Beyond cricket, is Hell Energy looking at other sports in the country?
Sports and energy drinks are a natural fit, as they both signify performance, endurance and power. Globally, HELL ENERGY has strong associations with high-intensity sports like boxing. However, in India, cricket remains our primary focus due to its unmatched cultural and national impact.
While mainstream cricket remains dominant, variants such as Tennis Ball Cricket are quickly gaining popularity. We are actively supporting developing platforms such as the Indian Street Premier League (ISPL), by sponsoring the Chennai Singams squad since the first season. Our partnership with ISPL is a testament to our commitment towards being where the next generation of athletic talent thrives—at the grassroots level.
Q. The other big marketing vehicle in India is Bollywood. Does this vehicle make sense for Hell Energy?
Cricket, followed by cinema, has been an important marketing vehicle for HELL ENERGY DRINK in India.
Indian Cinema, represented well by BOLLYWOOD, is not just an industry, BUT it’s a force of passion, creativity, and relentless energy. It’s about pushing boundaries, breaking barriers, and inspiring millions. At HELL Energy, we share that same spirit. We believe in unstoppable and bold ambitions & achieving dreams.
We are always been at the forefront of innovation, constantly breaking new ground with bold choices and solutions. We have consistently been a leader in choosing the best – whether it was Bruce Willis, Michele Morrone, Megan Fox, Eva Mendes or our partnership with Zee Cine Awards in 2025.
Our active presence at key industry events like Zee Cine Awards [Including major regional cine awards] reinforces HELL ENERGY DRINK’s reputation as a dynamic, lifestyle-driven brand.
Additionally, we are integrating into popular culture through strategic OTT integrations and product placements, ensuring that HELL ENERGY DRINK is prominently featured
We support the talent and hard work that inspire millions to keep shining, keep striving, and most importantly, keep that energy alive!
Q. Could you shed light on the company’s social media strategy and how it participates in the consumer conversation through topics like a healthy, active lifestyle?
Our strategy is built around themes of lifestyle, adventure, and sports. Instead of just broadcasting, we intend to engage, interact and co-create with our target audience.
We encourage our followers to share their experiences and moments with HELL ENERGY DRINK.
A notable example was during the Cricket World Cup, wherein we released a Cricket Crazy special edition cans to support the cricket fervour. We also run Influencer-led activations, which generated a tremendous organic UGC (User Generated Content).
We also run interactive campaigns, which leverage moments and challenges that resonate with younger, more active consumers. HELL ENEGRY DRINK retains its social media presence as modern, approachable, and aspirational by constantly innovating and remaining in step with youth culture.
