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Hell Energy starts entering Indian market

Hungarian soft drink maker Hell Energy is entering the Indian market, state news agency MTI said, citing a report by Indian newspaper The Hindu Business Line on Thursday.

"We will import the product from Hungary. In the next three years, we aim to achieve 80% distribution reach in the marketplace," Unnikannan Gangadharan, Hell Energyʼs sales director for India, told The Hindu Business Line.

"Most of the energy drinks in the market are in the premium space. This is why we decided to price Hell Energy in the sub-INR 50 price band. We believe we will be able to create a sub-segment of affordable energy drinks," he added.

The Hindu Business Line said Hell Energy Classic would be priced at INR 45 (about HUF 180 at current exchange rates) for a 250 ml can in India.