Hell Energy to Boost India Sourcing as Double-Digit Growth Continues.

Hungary-based beverage company Hell Energy is planning to ramp up local sourcing in India as it rides a wave of strong, double-digit growth in the market. Known for its affordable canned energy drinks, the brand is expanding its manufacturing footprint in India to meet rising demand.

Unnikannan Gangadharan, Director, Hell Energy Pvt Ltd, told businessline, “Earlier, we used to completely import products from Hungary. But in 2024, almost 20 per cent of the products sold in India were made here. We expect this contribution to grow as we increase tie-ups with co-fillers to manufacture locally. India's sourcing share is likely to rise to 30–32 per cent in the near future.”

The move comes on the back of robust growth in the energy drink segment. In the March quarter, Hell Energy recorded a 60–70 per cent year-on-year growth, significantly outpacing the market. “Overall, the can segment in the energy drinks category is growing at a fast clip of 50 per cent, and Hell Energy has been leading this growth,” Gangadharan added.

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