Increase of awareness about the health concerns, promotional activities by the major players, many big enterprises diversifying into this segment seeing the potential and more people involving in the sports activities are also driving to the increasing shares of the energy and the sports drinks market in India According to recently published report of Bonafide Research "India Energy and Sports Drinks Market Outlook, 2021"energy drinks and sports drinks have many brands competing to grab shares in the Indian market. The market grew more than 20% in last five years and the market share of redbull is more than 51% in 2014. Major companies like Red Bull, Monster Beverages, PepsiCo India, and Coca Cola India have shown their presence in the Indian energy drinks market in these recent years. Many regional players are also present in the markets which are playing the game with their pricing and their packaging strategies. Indian consumers have always been price conscious which is why major manufacturers are pricing their products at a very feasible point for the consumers. They have also made available various packaging strategies which will make the product available at low cost and low quantity. Energy drinks are carbonated beverage that typically contains caffeine and other ingredients (as taurine and ginseng) intended to increase the drinker's energy. The manufacturers have to follow the standards and regulations set by the Food Safety and Standards Authority of India (FSSAI) to sell their products in Indian market. Red Bull which is a dominant player in the Indian market launched its product late back in 2003 when the energy and sports drinks market was very small. Sports drinks on the other hand are soft drinks containing electrolytes such as sodium, potassium, and chloride, and a high percentage of sugar, designed to restore energy during or after sporting activity or strenuous exercise. PepsiCo India leads this segment with its brand Gatorade which dominates the Indian sports drinks market since its launch in 2004. Many small and regional players are coming up with unique and innovative ideas that would be easily adopted by the Indian consumers. Manufactures are trying to lure the people by using traditional ingredients such as basil seeds and leaves to make the drink healthier. Competition is at its highest point in the Indian sports and energy drinks market as global players are entering the Indian market in huge numbers looking at the untapped potential in India. Global players such as Monster Beverages and national players such as Bisleri International have both made their presence in the Indian energy drinks market to heat up the competition and stand up tall against Red Bull- the only dominator in India. Local players such as Goldwin Health Care, XXX energy brands, Hector Beverages are also making many strategies to show their presence in the Indian market. Sports drinks market is also witnessing the same rage in competition with players like GlaxoSmithKline diversifying into this segment and local players like Gujarat Co-operative Milk Marketing Federation (Amul) competing in the same segment. Major companies operating in the energy & sports drink market of India are Red Bull India Pvt. Ltd., PepsiCo India Holdings Pvt. Ltd., Coca-Cola India Private Limited, Goldwin Healthcare Pvt. Ltd. and Viiking Beverages Private Limited.