HELL Energy Drink has expanded its footprint in India with the launch of HELL ZERO, a new zero-sugar energy drink range, while simultaneously appointing Indian women’s cricket star Renuka Singh Thakur as the face of the brand in the country.
The move signals the company’s intent to capitalise on the growing demand for healthier beverage alternatives while further strengthening its association with Indian sport. HELL ZERO enters the market with its White Peach variant, which will be available exclusively on quick-commerce platform Blinkit during its initial launch phase. The company has also confirmed plans to introduce a HELL ZERO Classic variant in the coming months.
As part of the launch campaign, Renuka unveiled the new product and will feature across the brand’s advertising, digital, and consumer engagement initiatives. Her appointment reflects HELL Energy’s continued investment in athlete-led marketing as it seeks to deepen its connection with younger, health-conscious consumers.
Commenting on the development, Unnikannan Gangadharan, Director, HELL-ENERGY PRIVATE, said, “The launch of our Zero variant is a strategic milestone as we continue to strengthen our portfolio in India in line with the growing demand for better alternatives among consumers. At the same time, we are delighted to welcome Renuka Singh Thakur as the face of HELL ENERGY DRINK in India. Her commitment to excellence and performance perfectly aligns with our brand ethos, making this association both relevant and impactful.”
Renuka joins an expanding roster of sporting ambassadors associated with the brand, including Indian cricketers Shreyas Iyer and Mohammed Siraj. HELL has also increased its visibility in the Indian sports ecosystem through partnerships with IPL franchise Punjab Kings and the T20 Mumbai League.
The launch comes amid rising consumer preference for low-calorie and sugar-free beverages across India. By combining product innovation with a growing sports marketing portfolio, HELL Energy is positioning itself to compete more aggressively in the premium energy drink category while leveraging the commercial momentum of Indian cricket and athlete-driven brand engagement.
