New Delhi: HELL ENERGY DRINK, one of the world’s fastest-growing energy drink brands, has announced the launch of its new HELL ZERO range in India, marking a strategic expansion of its portfolio to cater to changing consumer preferences and growing demand for premium, zero-sugar beverage choices.
As part of the launch, the company has also announced Indian cricketer Renuka Singh Thakur as the face of the brand in India.
The introduction of HELL ZERO represents the brand’s move to address the needs of consumers seeking energy drinks that combine taste with evolving lifestyle choices. Positioned as a premium offering without sugar, the range aims to deliver the same signature experience associated with HELL globally while appealing to a more health-conscious consumer segment.
The HELL ZERO portfolio debuts in India with the White Peach flavour, offering consumers an indulgent and distinctive taste profile. The company also plans to introduce HELL ZERO Classic in the near future, expanding the range further.
Renuka Singh Thakur officially unveiled HELL ZERO White Peach, reinforcing the connection between performance, discipline and everyday consumer choices. The association aligns with the athlete’s image of consistency and determination on the cricket field.
Speaking on the launch, Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE LIMITED, said, “The launch of our Zero variant is a strategic milestone as we continue to strengthen our portfolio in India in line with the growing demand for better alternatives among consumers. At the same time, we are delighted to welcome Renuka Singh Thakur as the face of HELL ENERGY DRINK in India. Her commitment to excellence and performance perfectly aligns with our brand ethos, making this association both relevant and impactful.”
Sharing her thoughts on the partnership, Renuka Singh Thakur said, “I am excited to partner with HELL ENERGY DRINK. As a professional cricketer, maintaining focus and consistency is essential, and it’s great to be associated with a brand that resonates with that mindset. The Zero Sugar variant is a great addition for consumers looking for premium taste without compromise.”
With this launch, HELL ENERGY DRINK continues to strengthen its focus on innovation and consumer-led growth in India. The company said the HELL ZERO range is designed to appeal to a new generation of consumers looking for more choice without compromising on taste and enjoyment.
HELL ZERO White Peach will initially be available exclusively through Blinkit, allowing consumers across key markets to access the product during the launch phase.
As the face of the brand, Renuka Singh Thakur will feature in upcoming marketing campaigns and initiatives aimed at strengthening HELL ENERGY DRINK’s connect with sports enthusiasts and consumers across India.
