News|December 28, 2010 12:33 am

Shahrukh to Endorse XXX Energy Drinks


After endorsing Pepsi Co, now King Khan will endorse XXX Energy Drinks as the company, MJ Group firm XXX Energy Drinks Limited has announced Shahrukh Khan as the Brand Ambassador of the XXX Energy Drinks.

The company, which has proposed sales of Rs. 100 crore from the brand by 2015, says, in its statement,

“We are in talks to get Shah Rukh Khan as brand ambassador… We will officially announce in March or April next year.”

The brand was earlier associated with Shahrukh’s IPL team Kolkata Knight Riders (KKR) as its principal sponsor. The company is also looking at setting up its first facility, planning to introduce more brands in the near future, besides expanding its presence in the overseas markets by next year. JMJ Group Vice Chairman Sachin Joshi stated,

“To set up a manufacturing facility, we need to do a substantial business first. By 2012, hopefully we would start setting up a plant, which could entail an investment of $10 million (Rs 45 crore).”

Besides, the company is also introducing products at price points between Rs 25-30 as part of its plan to tap into the mass market and expand its presence into the smaller cities.

“We will be launching one more brand soon. One of the main reasons for the slow growth of energy drinks in India is the high price. So we are looking at introducing a brand which could cost around Rs 25-30.”

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