Tata Consumer Products Enters Energy Drink Category, Launches ₹10 'Say Never' Energy Drink

Tata Consumer Products (TCP), the consumer products company of the Tata Group, has announced a bold entry into the fast growing "Energy Drink" category with the launch of Say Never Energy Drink.

Say Never Energy Drink, to be available in two variants — Red and Blue, is priced at an affordable price tag of ₹10 for a 200 ml cup format.

In the initial phase of the launch, Say Never Energy Drink will be available at retail outlets in Karnataka and North markets.

No other detailed information is available publicly such as ingredients/composition of the drink, amount of caffeine, and the energy drink's cup's material etc. 

The energy drink from the Tata is likely to directly compete with Red Bull, Rockstar, Pure Zero, Shashan Total Body Fuel Peach-Fizz Energy Drink and Zippfizz. However, these are priced at higher value (ranging from ₹20 to ₹125) compare to Say Never Energy Drink of TCP. Though, quantity in millilitres vary for different brands. 

As per definition by Scottish government, Energy drinks are beverages that contain high levels of caffeine in combination with other ingredients such as sugar and stimulant properties such as guarana, taurine or herbal substances.

Speaking about the new launch, Mr. Vikram Grover, MD NourishCo Beverages Limited, Tata Consumer Products said, “With this launch we aim to inspire and energize the doers, the dreamers, and the go-getters of the world. Say Never Energy Drink is not just a beverage; it's a symbol of empowerment, a companion for those who dare to be different. The launch strengthens & complements the overall product portfolio for NourishCo and through this we are celebrating the heroes who carve their own paths. This affordable caffeine-based energy drink is for the young masses and with this we are here to fuel their journey."

Earlier in June, Gurgaon-based NourishCo, which is a Tata Consumer Products Limited (TCPL) subsidiary, introduced Tata Coffee Cold Brew as part of its strategy to expand its functional beverages segment.

Tata Consumer Products Limited is a focused consumer products company uniting the principal food and beverage interests of the Tata Group under one umbrella. The Company’s portfolio of products includes tea, coffee, water, RTD, salt, pulses, spices, ready-to-cook and ready-to-eat offerings, breakfast cereals, snacks and mini meals.


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