Rockit, an innovative new-age beverage brand founded by Vedant Garg, has successfully raised Rs 6 crore in a pre-seed investment round. The funding was led by early-stage consumer investors Sauce.VC, along with the popular television personality and entrepreneur Rannvijay Singha.
Sauce.VC, which has backed Rockit from the idea stage, is collaborating closely with the brand’s management to identify market opportunities and develop a distinctive brand within the beverage sector. The company, specializing in energy drinks, is focusing on an omnichannel presence, initially targeting North Indian states such as Uttar Pradesh, Punjab, Rajasthan, and Madhya Pradesh, with plans to expand across India.
Rockit’s first offering, the Rockit Energy drink, is a berry-flavored energy drink positioned at a mass-market price point. Berry-flavored drinks constitute nearly 90% of the energy drinks market by volume, which is currently dominated by a single brand. Rockit aims to seize this opportunity to introduce multiple profitable brands within the category. The energy drink, soft-launched in Haryana, received highly positive feedback on both taste and packaging.
The brand has a robust pipeline of products, including energy drinks, fruit-flavored beverages, and hydration products, slated for future release.
Vedant Garg, founder of Rockit Superfoods, stated, “The Indian consumer preference is changing, aligning itself with global standards. We like to offer similar product with Indian taste and convenience to the youth of Tier II and III cities. Distribution is the key in India and as a family we have garnered the same through our five decades old family legacy in the food business. A sizable opportunity exists in India with selective presence of MNCs that too in metro cities. We are focusing omni-channel presence starting with major states like UP, Punjab, Rajasthan MP etc and gradually expand PAN India. The expansion in product basket from energy drinks to various offerings will offer unique value to Indian consumer.”
To amplify its brand message, Rockit has launched a digital film featuring Rannvijay Singha in high-energy scenarios that reflect the brand’s adventurous and individualistic spirit. The film aims to capture the aspirations of today’s youth, aligning with Rockit’s ethos of #FuelsYourCrazy. The brand is now available at major retail outlets across North India.
Rannvijay Singha expressed his excitement, saying, “I’m thrilled to collaborate with the team at Rockit on the launch of their dynamic new energy drink. The taste and brand represent the energy of the youth of India, and we are excited about some ground-breaking campaigns to introduce it to consumers.”
Yash Dholakia, partner at Sauce VC, added, “The team at Rockit has deep distribution expertise and has created a high-quality product at the right price. We are very impressed by the early pre-launch feedback for the product and believe a large and highly profitable beverage brand can be built here. We are also excited to partner with Rannvijay, who has been a great ally to the consumer brand startup ecosystem and resonates with the brand and consumer base perfectly.”
Rockit’s vision, embodied in the slogan #FuelsYourCrazy, resonates strongly with its target demographic, providing the energy and inspiration needed to chase dreams and live life to the fullest. The drink serves as a lifestyle statement for those who dare to be different and push boundaries.