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Hector Beverages is eyeing a national rollout of its energy drink brand Tzinga this fiscal.
Tzinga was launched in Delhi and Bangalore last year, followed by Jaipur, Jodhpur and Hyderabad. The company is ready to take on new markets now, said its CEO, Mr Neeraj Kakkar. Tzinga is now available in 7,000 outlets which would be increased to 100,000 outlets by the end of the year.
Hector has launched the low-priced energy drink in a market ruled by products positioned at high price points. Tzinga is at least 60 per cent cheaper than competitive brands like Gatorade and Red Bull. It has worked around the price factor through a new packaging (pouch with a spout) that lets Tzinga retail at Rs 20 for a 200-ml pack.
So far, Catamaran Venture Fund, Footprint Ventures and four other angel investors have invested about Rs 14 crore in the company.
Hector Beverages has a manufacturing facility at Gurgaon and is planning to set up a second one near Bangalore later this year, Mr Kakkar said. “At that point, we may go in for a second round of funding,” he added. “During the current fiscal, we are looking at a 200 per cent growth in sales,” Mr Kakkar said. Last year, the company said it expected to close fiscal 2012 with sales of around Rs 12 crore and “we have crossed that” he said.
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