India's electrolyte hydration market has gained another entrant with Aquon, a brand founded by entrepreneur Karan Khurana and co-founded by cricketers Yuzvendra Chahal and Ishant Sharma. Rather than positioning itself as a niche sports nutrition product, the company says it is targeting everyday consumers alongside athletes as demand for functional hydration products broadens beyond gyms and professional sports.
Speaking to BW Businessworld on what prompted them to move beyond conventional brand endorsements, Chahal said the decision to build the business had evolved over time. "There was no such thing as the right time. It has been a long time since we were thinking about this. When we decided to do this, we came up with this product," he said.
Marketed by Delhi-based Kiyas Lab Private, a DPIIT-recognised startup and manufactured at Sapiens Labs in Baddi, Himachal Pradesh, Aquon will initially be sold through its direct-to-consumer website. The brand enters a market where pharmaceutical oral rehydration products, sports drinks and digital-first hydration startups are increasingly competing for consumers seeking daily hydration solutions.
A Brand For All
Sharma told BW Businessworld, “We are not targeting any specific audience. We just think normal people can have this drink and a sportsperson can have it as well. It has electrolytes, it has sugar. As a sportsperson, you need a limited amount of sugar because when you take electrolytes, your sugar drops as well. You need that instant energy, so that is why we kept a little bit of sugar in it.”
While hydration products are often associated with athletes and fitness enthusiasts, Sharma said the company is prioritising first on building a product that consumers adopt rather than chasing financial milestones.
"We do not really think about all these things, we just want to create a product that people like. It should sort out problems such as cramps and make it easier for those who have low electrolytes," he added.
Products And The Intense Competition
According to the company, Aquon Daily Hydration is sold in 10-gram sachets containing five electrolytes, which are sodium, potassium, magnesium, calcium and chloride, along with eight essential vitamins, 500 mg of taurine and 10 kcal per serving. The product is available in four flavours: Strawberry Watermelon, Exotic Blueberry, Lemon Lime and Tropical Punch,and uses a mix-volume format that allows consumers to prepare a 300 ml, 450 ml or 600 ml drink from a single sachet.
The product is priced at Rs 299 for a pack of six sachets, Rs 399 for an eight-sachet variety pack and Rs 1,080 for a pack of 24.
Aquon enters the market as India's electrolyte and hydration category continues to expand beyond traditional oral rehydration products. According to Grand View Research, the Indian electrolyte powder market is projected to reach USD 463.4 million by 2033, growing at a compound annual growth rate (CAGR) of 9.7 per cent.
Market research firm 6WResearch said the category is witnessing growing demand for sugar-free and low-calorie products as consumers increasingly seek healthier beverage options. The report added that intensifying competition is prompting manufacturers to diversify formulations and marketing strategies to capture a larger share of the expanding market.
The competitive landscape spans pharmaceutical companies, multinational beverage brands and digital-first startups. As per Expert Market Research, major players in India's hydration supplementation market include Biocruz Pharmaceuticals, Sapphire Healthcare, Apkavit Lifesciences and Hindustan Unilever. The broader category also includes pharmacy-led oral rehydration brands such as FDC's Electral, Cipla's Prolyte and Enerzal, while premium hydration brands including Gatorade, Liquid I.V. and Pocari Sweat compete alongside a growing number of Indian direct-to-consumer brands offering low-sugar and clean-label formulations.
Additionally, Aquon will also share the space with nutrition brands with athlete faces, such as Supply6, which is endorsed by South African cricketer AB de Villiers for its zero-sugar hydration mix. |
