Diversified conglomerate Raymond which owns the premium condom brand KamaSutra, has decided to extend the brand line to energy drinks or the caffeinated beverages segment after its entry into deodorants two years ago.

Keeping in mind the bold and young positioning of the brand, the company believes that entering into the growing energy drink market is a natural extension for KamaSutra, said Raymond’s Chairman, Gautam Singhania. He added that it would get into categories that symbolise power and potency, coupled with the premium imagery.

KamaSutra brand is owned by J. K. Ansell, a joint venture of the Raymond Group and Australia’s Ansell International.

Available in two flavours — X- Fruit, a mixed fruit flavour and X- Berry which is a mixed berry flavour — KS E Drink will compete with brands such as RedBull, Tzinga, Horsepower and Gatorade.

According to market research firm Euromonitor International, sports and energy drinks in India have registered the highest value growth at 41 per cent, driven by a growing pub culture and restaurants. These drinks are used for mixers at parties and also by youngsters to keep them energetic.

 However, when asked if the extension of a condom brand would work in India, Ranju Kumar Mohan, Director and Business Head, J.K. Ansell, said Indian consumers, especially the youth, are evolving and increasingly influenced by western culture. They are not shying off in showing their sexuality, he said.

“Our deodorant brand is doing extremely well in the urban areas. We intend to market the brand as a premium one and do not expect to go rural. We expect energy drinks to become a significant line of business, contributing considerably to the company revenues in the next few years,” he said and added that the company has a sales turnover of Rs 120 crore and is growing at 20-30 per cent annually.

priyanka.pani@thehindu.co.in