Liquid I.V.™, the U.S.-based powdered hydration brand, has expanded its India portfolio with the launch of its Sugar-Free range, introduced by Hindustan Unilever Limited (HUL). The new offering marks a strategic step in strengthening the brand’s presence in India’s rapidly growing functional wellness and hydration market.
Following its successful India debut last year, the expansion reflects Liquid I.V.’s focus on addressing evolving consumer preferences for cleaner, science-backed hydration solutions tailored to modern lifestyles.
The Liquid I.V.™ Sugar-Free range has been developed for wellness-conscious consumers seeking effective hydration without added sugar. The launch aligns with rising demand in India’s sugar-free and functional beverage category, driven by increased awareness of fitness, nutrition, and mindful consumption habits.
According to the company, the product is designed for India’s Gen Z and millennial consumers who prioritise wellness as part of their everyday routine, including fitness, recovery, and overall hydration management.
The formulation features a proprietary amino acid blend, including L-Glutamine and L-Alanine, which supports hydration efficiency through sodium-dependent transport pathways without the use of glucose. The product also contains essential electrolytes such as sodium, potassium, calcium, magnesium, and chloride, along with nine vitamins and minerals.
Liquid I.V.™ Sugar-Free uses plant-based stevia and excludes artificial sweeteners and colours, positioning itself within the clean-label beverage segment. The product is designed to maintain optimal osmolarity for effective fluid absorption and replenishment.
The range is launched in three flavours — Mango Pineapple, Raspberry Melon, and Juicy Peach — combining functionality with taste to support everyday hydration routines.
Commenting on the launch, Guntas Randhawa, Head of Liquid I.V., India, highlighted the growing importance of functional hydration solutions in India’s evolving wellness landscape and emphasised the brand’s commitment to expanding science-backed offerings.
Liquid I.V.™ Sugar-Free is available via the brand’s official website, e-commerce and quick-commerce platforms, and select retail channels across India, reinforcing its omnichannel distribution strategy.
With this launch, Liquid I.V. strengthens its positioning in India’s functional beverage market, catering to a growing consumer base seeking performance-driven, health-focused hydration solutions.
