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Not just for kicks!

Energy drinks are in. But be cautious for they can be harmful too

The realities of a global economy and outsourcing have made night shifts and a 16-hour workday a common phenomenon. Combine that with the philosophy of "work hard and party harder" and you have a generation that wants to stay on its feet 24 hours a day. "Stressed and overworked lifestyles have led to a demand for something that can boost energy levels," says Mirko Ranz, export director of Miller Bran Germany.

Miller Bran Germany made its entry into the Indian market in October 2005 with the launch of its energy drink Effect in New Delhi. Energy drinks, emerging as a popular trend throughout the world, are expected to catch up in India also especially given the trend of high pressure, long-hour jobs, rising health consciousness, as well as the culture of lounge bars that is fast establishing itself in metropolitan India. It is for these reasons that SMD International, the sole importer of Effect in India, is tying up with health clubs like Reebok as well as bars such as Kylin and Ozone, apart from retail marketing.

Making hay

Energy drinks manufacturers are also hoping to cash in on the increasing awareness of the ill effects of fizzy colas. "Any negative publicity for colas and other fizzy drinks translates into good publicity for us," says Jeetendra Dharewa of SMD International. With ingredients that include multi-vitamins and amino acids, energy drinks are also tapping in on the health conscious by promoting themselves as nutritional drinks as they contain several of the B group vitamins as well as amino acids.

However, what is often not said is the fact that these drinks can be extremely harmful in overdoses or if not taken with the proper precautions. Having too much of such a drink before a workout can cause dehydration and one needs to be cautious while having it with alcohol. Energy drinks make good mixers and are used as such in bars and pubs but they also suppress the warning signals of excessive alcohol consumption, which can have harmful consequences. They are also inadvisable for children and pregnant women.

"People are not aware of the uses of the drink and energy drinks are not just for quenching thirst. They are functional drinks. They have a purpose and a very specific effect," says Mirko Ranz. "Therefore, it is necessary to educate people on the difference between an energy drink and a soft drink, which is one of the things that we are trying to do through sampling and talking to customers at health clubs and bars etc.," continues Dharewa. Thus, the packaging, which won an award at the London Fashion Week, includes a little prescription that tells you the effect that Effect has and the precautions to be taken. So make sure you read the prescription before taking a dose off this particular "medicine"!

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