Gujarat Cooperative Milk Marketing Federation, which markets milk-based products under the Amul brand, plans to launch a 'sports drink' called Stamina.
The product aims at capitalising on the interest generated in the health and wellness market and the run-up to the Commonwealth Games to be held here this October.
A company spokesperson said Stamina would be a milk-based drink and aimed at sports professionals and those actively into sports and exercise.
It will be priced at Rs 15 for 200 ml.
Amul is already test-sampling the product in gyms, sports clubs and other potential points for sales.
As a 'sports drink', it wil compete with Pepsi's Gatorade. The latter is a water-based drink with mineral salts, dextrose and sugar to rehydrate and replenish energy.
Gatorade dominates the sports drink market, but rival Coca-Cola has planned to import its sports drink, Powerade, during the Commonwealth Games.
Industry sources say Stamina will create a completely different market in sports drinks and should give competition to Pepsi and Coke's products, due to its milk-health proposition.
The sports drink market is around Rs 100 crore (Rs 1 billion) but is thought to be set to increase significantly, as more Indians are indulging in exercise and activity sports, due to increasing incidence of lifestyle-related ailments.
The global energy drinks market, which includes sports drinks, is currently pegged at $8 million and growing at 15 per cent annually.
In India, it is pegged at Rs 300 crore (Rs 3 billion) but is projected to touch Rs 1,000 crore (Rs 10 billion) by 2012.
