MUMBAI: Energy beverage Rockit founded by Vedant Garg has unveiled its new packaging marking a decisive shift from grungy designs, aggressive branding, and testosterone-fueled narratives that dominate the category. Backed by Sauce.vc with an initial investment of Rs. 6 crores and Rannvijay Singh as an investor and brand ambassador, Rockit aims to break through the clutter and redefine energy for Indian consumers.
Launched in collaboration with the design agency Stratedgy, the energy drink’s new look looks to reflects a bold vision with colours, design, and an ethos of inclusivity. Rockit aims to celebrate speed, ambition, and positivity.
Celebrating the new look, Kruti Berawala, co-founder Stratedgy said, “We wanted to create something truly different in this category. Rockit isn’t just another energy drink – it’s a statement: a brand for anyone chasing momentum, breaking stereotypes, and redefining what energy means in India. It is inclusive, approachable, and free from the heavy-handed machismo often seen in this space.”
“The beverage industry in India has seen tremendous growth and more so in energy drinks. It is poised to further grow 3X in the next three years. We are confident that with our right mix of product, taste, design and distribution first approach, we will create the fastest growing beverage business in India. With Rannvijay as the brand ambassador and Sauce.vc as our partner, together we make a perfect team to create a refreshing alternative to existing options that will align with the new India. We look forward to winning the trust of our consumers, with our commitment to quality and affordability” said Neelesh Patodi, CEO Rockit.
The Indian energy drink market the company added is booming, with over 600 million litres consumed annually and the non-alcoholic beverage sector projected to surpass Rs. 2 lakh crore. Yet, most brands rely on outdated stereotypes of energy being loud, edgy, and exclusively masculine. Rockit’s new look aims to disrupt the traditional energy drink market by providing what it said a refreshing alternative to the cluttered, hyper-edgy designs in the market.
