Mumbai: Pexpo, an Indian manufacturer of sustainable steel hydration products, has launched GO24, a new lifestyle outdoor hydration brand aimed at India’s rapidly growing base of Gen Z and young consumers, in partnership with Sony YAY! to bring globally loved pop culture characters to the hydration category. With the launch of GO24 bottles, the company also introduces advanced three-layer insulation technology designed to keep beverages colder and hotter for longer durations than conventional double-layer bottles available in the market, positioning GO24 among India’s first and one of the few brands globally to bring this level of performance innovation to the hydration category.
The brand debuts with design-led hydration bottles inspired by global pop culture icons Shin-chan and Naruto, marking Pexpo’s strategic entry into the lifestyle hydration category through GO24.
The name ‘GO24’ reflects the brand’s core philosophy, ‘GO’ representing movement, outdoor living and on-the-go lifestyles such as travel, fitness and everyday mobility, while ‘24’ signifies round-the-clock utility, performance and reliability for hydration needs across different environments and routines.
With GO24, Pexpo is looking to reposition hydration bottles from traditional kitchen-led utility products to lifestyle accessories designed for mobility, outdoor use and personal expression, reflecting evolving consumer preferences among younger audiences.
The launch comes amid a broader shift in consumer behavior, where younger consumers are increasingly opting for durable stainless-steel bottles suited for active lifestyles such as fitness, travel, work and outdoor activities, while moving away from traditional plastic bottles primarily used at home.
Through licensed character collaborations, design-forward formats and performance-focused features, GO24 aims to build a fandom-driven lifestyle hydration category, blending global pop culture with everyday functionality.
Pop Culture Meets Everyday Hydration
The inaugural GO24 collections draw inspiration from globally recognised characters that hold strong cultural resonance among young audiences.
The Shin-chan edition taps into the nostalgia and meme appeal of Shin-chan, translating the character’s playful personality into expressive bottle designs aimed at millennials and Gen Z audiences who grew up watching the show.
Meanwhile, the Naruto edition takes inspiration from the Naruto anime series, whose themes of resilience, ambition and perseverance resonate strongly with India’s expanding anime fan communities.
The collections are introduced in collaboration with Sony YAY!, the official broadcaster of both properties in India. Together, the collections bring global entertainment culture into a category traditionally driven by functionality, positioning hydration products as extensions of personal style and identity.
Commenting on the launch, Vedant Padia, Director, PEXPO, said, “The way young consumers interact with everyday products is changing rapidly. Hydration today is no longer limited to home use; it is part of an active, on-the-go lifestyle that includes work, fitness, travel and outdoor experiences. With GO24, we are introducing a brand that combines performance, durability and cultural relevance. Collaborations with globally recognised characters like Shin-chan and Naruto allow us to connect with youth audiences in a way that reflects their interests, aspirations and identity.”
He further added that “GO24 bottles have been designed for multiple lifestyle use cases, including gym, office, travel, sports and hiking, with variants ranging from designer collections to purpose-led bottles tailored for different routines.”
On the collaboration, Ambesh Tiwari, Business Head – Kids & Animation and Sony AATH, said, “Shin-chan and Naruto continue to enjoy immense popularity among young audiences in India, cutting across nostalgia-driven millennial viewers and the growing community of anime fans. Collaborating with Pexpo to bring these beloved characters into everyday lifestyle products like hydration bottles allows fans to engage with the stories and characters they love beyond the screen, in ways that fit seamlessly into their daily lives.”
Designed for Performance and Durability
GO24 bottles combines lifestyle design with advanced functionality, featuring:
- Three-layer insulation technology engineered to keep beverages colder and hotter for longer durations compared to conventional double-layer bottles available in the market
- ISI-certified stainless steel construction with 18% chromium for rust resistance and 8% nickel for durability
- Scratch-resistant exterior finish to maintain long-term product appearance
- 24-hour customer support
- 24-day free lid replacement
- 24-month warranty
With these features, GO24 also aims to set new benchmarks in the hydration category, positioning itself among India’s first and one of the few brands globally to combine three-layer insulation technology with consumer-first services such as 24-day free lid replacement and 24-hour customer support, fortifying its focus on performance, durability and user convenience.
-Based on Press Release
