Double-Digit Growth Fuels Hell Energy's India Expansion

Hungary-based energy drink brand Hell Energy is set to boost local sourcing in India, riding the momentum of strong double-digit growth in the market. Known for its budget-friendly canned energy drinks, the company is expanding its manufacturing presence in India to keep pace with surging demand.

Unnikannan Gangadharan, Director at Hell Energy Pvt Ltd, told businessline, “We previously relied entirely on imports from Hungary. However, in 2024, around 20% of our products sold in India were locally produced. We expect this share to increase as we expand partnerships with co-fillers to scale up domestic manufacturing. Local sourcing could rise to 30–32% in the near term.”

This push for localization comes amid a boom in the energy drink segment. In the March quarter, Hell Energy posted a year-on-year growth of 60–70%, significantly outperforming the broader market. “The canned energy drink category is growing rapidly at about 50%, and Hell Energy is at the forefront of this trend,” Gangadharan added.

News by Rahul Yelligetti.