Rockit, a new-age energy beverage, founded by Vedant Garg, has unveiled its new packaging. The same was designed by brand strategy and design agency- Stratedgy and marks a decisive shift from grungy designs, aggressive branding, and testosterone-fueled narratives that dominate the category.
Backed by Sauce.vc with an initial investment of Rs 6 crores and Rannvijay Singh Singha as an investor and brand ambassador, Rockit aims to break through the clutter and redefine energy for Indian consumers.
Currently, the Indian energy drink market is booming with over 600 million litres consumed annually and the non-alcoholic beverage sector projected to surpass Rs 2 lakh crore.
Contrasting to most brands which rely on outdated stereotypes of energy being loud, edgy, and exclusively masculine, Rockit’s new look aims to disrupt the traditional energy drink market by providing a refreshing alternative to the cluttered, hyper-edgy designs in the market.
As a result, the agency elaborated in the press note that the energy drink’s new look reflects a bold vision with vibrant colours, playful design, and an ethos of inclusivity as the new-age beverage brand now aims to celebrate speed, ambition, and positivity.
Celebrating the new look, Kruti Berawala, Co-founder, Stratedgy, said, “We wanted to create something truly different in this category. Rockit isn’t just another energy drink – it’s a statement: a brand for anyone chasing momentum, breaking stereotypes, and redefining what energy means in India. It is inclusive, approachable, and free from the heavy-handed machismo often seen in this space.”
To this, Neelesh Patodi, CEO, Rockit, added, “The beverage industry in India has seen tremendous growth and more so in energy drinks. It is poised to further grow 3X in the next 3 years. We are confident that with our right mix of product, taste, design and distribution first approach, we will create the fastest growing beverage business in India. With Rannvijay as the brand ambassador and Sauce.vc as our partner, together we make a perfect team to create a refreshing alternative to existing options that will align with the new India. We look forward to winning the trust of our consumers, with our commitment to quality and affordability.”
