India's food safety regulator has instructed companies including Pepsi, Red Bull, and Monster to cease marketing their products as 'energy drinks,' citing the absence of Indian standards for such beverages and concerns over misleading health claims.

India's Food Safety and Standards Authority of India (FSSAI) has directed major beverage manufacturers to discontinue using the term 'energy drink' on their products, according to confidential regulatory documents and sources familiar with the matter. The regulator issued notices in early July stating that no Indian standards exist for such products and that marketing claims suggesting beverages can "vitalize body and mind" or "aid in general weakness" constitute misleading advertising. Companies including Pepsi, Red Bull, Monster Beverage, Reliance's energy drink line, and Hell Energy have been instructed to remove the descriptor and any similar terminology.

The directive has created tension between regulators and industry stakeholders. At a closed-door meeting with senior executives, FSSAI Chief Executive Rajit Punhani rejected arguments about potential business impacts, reportedly informing companies they could pursue legal challenges if dissatisfied. Following the discussion, an Indian government source indicated that industry representatives agreed to comply, with the regulator providing a 90-day deadline for the labelling changes. The Indian Beverage Association, representing major manufacturers, said it was committed to regulatory compliance but had previously urged a more consultative approach to avoid reputational damage and consumer confusion.

The move reflects growing global scrutiny of energy drinks due to high caffeine and sugar content. England plans to ban high-caffeine energy drinks for under-16s starting April next year, while Pakistan requires such beverages to be labelled as 'stimulant drinks.' In India, the energy drinks market has experienced rapid expansion since Pepsi launched Sting in 2017, with retail sales projected to reach $1.6 billion by 2028. Enforcement actions have already begun, with Rajasthan state seizing thousands of units and instructing e-commerce platforms to prevent energy drink promotions.