Evocus enters ready-to-drink segment with Hydration IV, eyes 4X revenue growth

Functional beverage brand Evocus has expanded its portfolio with the launch of Hydration IV Electrolytes Drink, marking its foray into India’s growing ready-to-drink (RTD) hydration segment. With this move, the brand aims for a fourfold revenue growth in the current fiscal year.

Positioned as a clean-label, performance hydration beverage, Hydration IV is formulated to replenish nutrients lost through sweat, fatigue, or physical activity. The company claims that it is a low-calorie alternative to traditional sports drinks, delivering instant hydration with key electrolytes such as sodium, potassium, and chloride, and is free from added sugar, caffeine, preservatives, and artificial colours.

“Hydration IV is our bold step in the direction of functional, clean, and convenient hydration,” said Aakash Vaghela, founder & MD of Evocus. “The Indian consumer is waking up to the importance of hydration beyond just thirst-quenching.”

Available in four flavours—blueberry, tangerine, cranberry, and lime & yuzu—the drink is currently being retailed through the company’s website and quick commerce platforms such as Zepto and Swiggy Instamart. 

“Hydration IV reflects our understanding of today’s wellness-first consumer,” said Sonam Pama, head of marketing. “With its clean formulation and lifestyle-forward appeal, it’s designed to scale and strengthen our position in the functional beverage space.”

With this new offering, Evocus aims to fill what it sees as a functional hydration gap in the Indian market, and eventually expand to international markets, beginning with the Middle East and North Africa (MENA) region. “We’re not just a beverage brand—we’re building a global hydration lifestyle,” Vaghela said.

The company expects to triple its growth this year and is also eyeing a ₹500 crore topline in the next 2-3 years, positioning itself as what Vaghela calls the “Tesla of hydration.”

The launch comes amid increasing buzz around the brand, fuelled by endorsements from athletes and celebrities. Hydration IV is being positioned as a go-to beverage for fitness enthusiasts and busy professionals, adding to Evocus’ lifestyle branding.

Evocus first gained attention for introducing India’s first black alkaline water—a product Vaghela was inspired to create based on his own experience as a national-level football player and his global exposure to functional hydration products. Since its inception, the brand has grown steadily, with a focus on ingredient integrity, science-backed formulations, and a premium positioning.