Financial Daily from THE HINDU group of publications
Wednesday, Apr 20, 2005
Financial Daily from THE HINDU group of publications Wednesday, Apr 20, 2005 |
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Marketing
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New Products & Services Pepsi launches Gatorade in Chennai Our Bureau
Chennai , April 19 PEPSI'S rehydration and sports nutrition beverage — Gatorade — has made its appearance in the Chennai market. According to a press release, the emergence of gymnasiums, fitness and aerobic centres are indicators of the health and fitness movement in India. The company has started a consumer education and sampling drive across the top gyms in the city. Former national sprinter Mr Ramji Srinivasan, who is in charge of fitness at the MRF Pace Foundation, runs the programme. Gatorade will be available at the gyms, fitness centres, sports clubs and top-end retail outlets in the city. In India, cricketers Mohammad Kaif and Irfan Pathan endorse the drink. Researchers at the University of Florida formulated the drink in 1965 to help their football team prevent dehydration when they played in swamp-like heat. The Florida Gators enjoyed a winning season as the ` second-half team' when appeared rejuvenated in the second half and completely outplayed their fatigued opponents in the game. So the drink came to be called as the Gator-ade. Gatorade offers a blend of six per cent carbohydrate solution and electrolytes (sodium and potassium).
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