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PepsiCo will launch its energy drink, SoBe Adrenaline Rush, in India a few months from now. The company is targeting the 24+ segment in major urbancentres.

Sucheta Govil, Executive Director and Vice President of Innovation, PepsiCo India, told The Economic Times: “India is a young country and energy is one of the important consumer needs of its youth.”

SoBe will initially be sold in Mumbai, Delhi and Bangalore and will debut in modern trade and on-premise outlets, and will be supported by point-of-sale promotions and sampling offers.

The Indian energy drink market is estimated to be worth INR 5bn (US$101.07m), and PepsiCo intends to capture a substantial section of the segment within two to three years.

The company's plans to roll out its SoBe Adrenaline Rush energy supplement comes hot on the heels of PepsiCo CEO Indra Nooyi's announcement of investing US$500m in the Indian market over the next three years with the aim of trebling the company's sales.

The new drink is available at INR 75 per 245ml can.