Mumbai, December 13, 2024 – Rockit, the innovative energy beverage brand founded by Vedant Garg, has unveiled its new packaging, marking a shift away from the typical grungy designs and aggressive, testosterone-driven branding that dominate the category. With a ₹6 crore initial investment from Sauce.vc and renowned actor Rannvijay Singh on board as both an investor and brand ambassador, Rockit aims to disrupt the energy drink market and offer a fresh perspective on what energy means for Indian consumers.
Developed in collaboration with the design agency Stratedgy, Rockit’s new look features vibrant colors, playful designs, and an inclusive ethos that celebrates speed, ambition, and positivity. The packaging embodies a bold vision of energy that is accessible to all and free from the stereotypical masculine narrative.
Kruti Berawala, Co-founder at Stratedgy, shares, “We set out to create something truly different. Rockit is not just an energy drink; it’s a statement. It’s for those who are chasing momentum, breaking stereotypes, and redefining what energy means in India. It’s inclusive, approachable, and stands in stark contrast to the macho, high-energy branding commonly seen in this space.”
Neelesh Patodi, CEO of Rockit, adds, “The energy drink market in India has experienced significant growth and is expected to grow threefold in the next three years. With the right mix of product, taste, and design, along with a distribution-first approach, we’re confident that Rockit will become the fastest-growing beverage brand in India. With Rannvijay as our ambassador and Sauce.vc as our partner, we are poised to offer a refreshing alternative that aligns with the evolving tastes of a new India. Our focus on quality and affordability will help us win the trust of our consumers.”
As the Indian energy drink market booms with over 600 million liters consumed annually, Rockit aims to disrupt the industry’s traditional, hyper-edgy designs. The non-alcoholic beverage sector is projected to surpass ₹2 lakh crore, and Rockit is positioned to provide a fresh, inclusive alternative to the current offerings dominated by outdated stereotypes of loud and exclusively masculine energy.
