Hell Energy launches zero-sugar range, signs Renuka Singh Thakur

MUMBAI: With the sugar dial turned down and the energy dial cranked up, Hell Energy is betting that consumers want their buzz without the baggage. Hell Energy Drink has expanded its India portfolio with the launch of Hell Zero, a new zero-sugar energy drink range, while bringing Indian cricketer Renuka Singh Thakur on board as the face of the brand in the country.

The move marks Hell Energy’s entry into India’s fast-growing sugar-free energy drinks segment, as beverage makers race to cater to consumers seeking healthier alternatives without giving up on performance-focused drinks.

The range makes its debut with a White Peach flavour, with the company confirming that a Hell Zero Classic variant will follow in the coming months. During the initial rollout, the new drink will be available exclusively on quick-commerce platform Blinkit, reflecting the growing role of rapid delivery channels in new product launches.

To add star power to the launch, Hell Energy has partnered with Renuka Singh Thakur, one of India’s leading fast bowlers, who will feature across the brand’s upcoming campaigns and consumer engagement initiatives.

The company sees the launch as part of a broader strategy to tap evolving consumption habits, particularly among younger consumers who are increasingly looking for reduced-sugar and sugar-free beverage options.

The campaign’s launch creative places Renuka at the centre of the action, showcasing the cricketer in full playing gear holding a can of Hell Zero White Peach. The visual leans heavily on the product’s distinctive white-and-gold packaging while spotlighting its key proposition, zero sugar, full energy.

The launch comes as India’s energy drinks market undergoes a noticeable shift. While the category continues to grow, consumers are becoming more selective about ingredients and nutritional profiles, creating fresh opportunities for brands that can balance functionality with lifestyle preferences.

For Hell Energy, the latest launch is less about removing sugar and more about adding choice. And with a rising cricket star fronting the campaign, the company is hoping its newest offering delivers enough spark to stand out in an increasingly crowded market.