MUMBAI: Pepsi today launched the sports nutrition beverage - Gatorade, which has for more than 35 years dominated the worldwide sports beverage industry.

Gatorade was formulated by researchers at the University of Florida in 1965 to help their football team prevent dehydration. The Florida Gators enjoyed a winning season as the team appeared rejuvenated in the second half and completely outplay their fatigued opponents in the game. And that's where the name of the drink - Gatorade - originated.

Gatorade, which is used by sports persons in nearly 50 countries, is being endorsed in India by Mohammad Kaif, Irfan Pathan and Indian cricket team physiotherapist Andrew Leipus.

Gatorade offers a scientifically validated blend of carbohydrates and electrolytes, and stimulates fluid absorption, helps the body maintain fluid balance, provides energy to working muscles and helps enhance athletic performance, said an official release.

PepsiCo India Holdings Pvt. Ltd chairman Rajeev Bakshi says, "Gatorade clearly continues Pepsi’s tradition of consistently delivering innovative new categories and products that cater to every need and occasion. Gatorade adds muscle to our strong portfolio of brands, and has been created with the needs of active people in mind. Our research shows that more and more active people are trying to stay physically fit today and they know the importance of staying hydrated while being active. And Gatorade does just that."

Says executive director Subroto Chattopadhyay, "The health and fitness movement in India has clearly gained momentum with consumers embracing a lifestyle that includes sports and exercise as part of the feel good way of life. The emergence of high-quality gyms, fitness and aerobic centers mirror the fitness trend. The scientifically proven Gatorade formula keeps athletes and active people hydrated in every scenario. Elite athletes like Michael Jordan and Brett Lee have contributed to this research. In India the Gatorade Science Institute is working with Andrew Leipus, the celebrated physio of the Indian cricket team, to take fitness levels to new heights."

As part of the initial activation drive, Pepsi has specially formed a ‘Sweat Force’ of professional physical trainers that has been visiting various ‘points of sweat’, viz. gymnasiums, health and fitness centers, aerobic centers, hotels with gym facilities and sports clubs. The unique Gatorade Lemon will now be available in on-the-go 500 ml PET bottles at popular gyms, clubs and fitness centers in Delhi and Mumbai at an introductory price of Rs 45.

Gatorade is the official sports drink of many professional, collegiate and amateur teams and events throughout the world like the NFL, NBA, Major League.