PepsiCo India has begun rolling out new packaging for its Sting beverage, removing the word ‘energy’ from cans and PET bottles to comply with revised labeling requirements issued by the Food Safety and Standards Authority of India (FSSAI).
The change comes ahead of the regulator’s 90-day compliance deadline, which commenced on 1 July 2026. PepsiCo confirmed that it is updating Sting’s packaging and marketing materials to meet the revised regulatory framework, with newly manufactured packs expected to reach retail shelves in the coming weeks.
The company is also revising advertising associated with the brand, including campaigns linked to its global Formula One partnership. PepsiCo had signed a five-year sponsorship agreement with Formula One last year, under which Sting was promoted as the sport’s official energy drink. Existing promotional material and packaging carrying that description are now being updated.
The packaging revision follows FSSAI’s decision to discontinue recognition of ‘energy drinks’ as a separate product category. The regulator has also expressed concerns over claims such as ‘revitalises body and mind’, stating that such descriptions may be misleading under the current regulatory framework.
The industry-wide transition has affected several leading beverage manufacturers. Companies including Red Bull, Monster, Reliance Consumer Products and Hell have reportedly sought additional time to implement the new labelling requirements, citing the need to utilise existing printed packaging materials and revise marketing assets.
The Indian Beverage Association, whose members include PepsiCo, Coca-Cola and Reliance Consumer Products, has requested consultations with FSSAI and sought an extension to facilitate a smoother transition.
The regulatory changes have also impacted supply chains, with reports indicating that some distributors have delayed accepting fresh stocks packaged under the previous labeling, resulting in temporary shortages of certain products at retail outlets.
India’s energy drink market is estimated to be worth over INR 13,000 crore, with brands collectively investing around INR 2,000 crore annually in marketing and promotions. Sting, introduced in India in 2017, has emerged as one of the fastest-growing brands in the category by targeting the mass market with its INR 20 PET bottle format, challenging long-time market leader Red Bull.
Separately, PepsiCo India Holdings reported consolidated revenue of INR 9,798 crore for CY2025, representing an 8% year-on-year increase, while net profit rose 4.5% to INR 905 crore.
