The Indian government has moved to regulate high-caffeine drinks so they cannot use the term "energy drink." Global beverage companies asked to delay the rules, citing brand damage and consumer confusion, but Indian authorities decided to stick with the plan.
On the 27th (local time), Reuters reported that the Food Safety and Standards Authority of India (FSSAI) notified high-caffeine carbonated drink makers to remove the expression "energy drink" from product packaging and advertising within the next 90 days. Because India's food regulations have no separate product category or standards, FSSAI judged that using the term "energy drink" could mislead consumers. Phrases such as "invigorates the body and mind" or "helps with general debility" were also viewed as lacking scientific basis. The agency said the wording could be misleading.
The regulated corporations asked for a delay in implementation, but it was not accepted. According to a letter dated on the 6th obtained by Reuters, PepsiCo, Red Bull, Monster Beverage, Reliance Consumer Products (hereafter Reliance), and Hell Energy argued that banning the term "energy drink" could damage brand value and disrupt business. In particular, they said consumers could mistake the same products for a different kind of beverage.
The industry also requested phased regulations that consider product-by-product risk instead of a blanket ban on the name. But FSSAI CEO Rajit Poonhani reportedly did not accept the request in a closed-door meeting. The Indian government said corporations ultimately agreed to follow the rules, but some beverage companies are reportedly considering legal action.
Local enforcement is already underway. Authorities in Rajasthan state in northwestern India seized PepsiCo's Sting, Reliance's Campa Energy, and Red Bull products. They also sent official notices to e-commerce and delivery platforms such as Amazon, Flipkart, Blinkit, and Instamart to correct how the products are labeled.
India's energy drink market is considered a fast-growing market. According to market research firm Euromonitor, India's energy drink market is expected to reach $1.6 billion (about 2.345 trillion won) in 2028. Its compound annual growth rate is 12.6%, higher than the United States and China. As a key market where global beverage companies compete fiercely, India's energy drink market is expected to see its product labeling and marketing strategies affected by the new rules.
Regulation of high-caffeine drinks is expanding globally beyond India. The United States regulates caffeine content and ingredient labeling, as well as false and exaggerated advertising. The European Union (EU) requires products with high caffeine content to display the warning "High caffeine content." The United Kingdom plans to ban sales of high-caffeine energy drinks to people under 16 starting in Apr. next year, and some regions in Pakistan require such products to be labeled as "stimulant drinks."