The Food Safety and Standards Authority of India slapped a ban on the "energy drink" label in June, preventing manufacturers from using the term on packaging. Red Bull, however, secured a court reprieve last month, allowing it to continue selling its flagship product while rivals remain constrained.
PepsiCo's flagship Sting, priced at ₹20 per bottle, has become a staple in both urban and rural markets, especially among 15‑ to 19‑year‑olds, while its Adrenaline Rush line also competes in the same segment.
Sethi warned that the ban would "play havoc" with PepsiCo's distribution network, citing pre‑printed cans and existing stock that would soon become unsellable. The company has already poured millions of dollars into marketing and shelf placement.
Industry insiders say the move levels the playing field for rivals, but critics argue it stifles innovation and could hurt small retailers. A vending‑machine operator in Delhi told reporters that the ban would cut his earnings by nearly 30%.
The next hearing on October 30 will decide whether the regulator can enforce the labeling rule, a decision that could reshape the growing energy‑drink market in India.