Indian cricketers Ishant Sharma and Yuzvendra Chahal have entered India’s rapidly expanding health and wellness sector with the launch of AQUON, a hydration-focused D2C brand designed to support daily hydration and electrolyte balance. The launch reflects the growing momentum behind celebrity-backed consumer startups as India’s D2C wellness ecosystem continues to expand with products focused on performance, convenience, and preventive health.
Marketed by Delhi-based Kiyas Lab, a DPIIT-recognised startup, and manufactured at Sapiens Labs in Baddi, Himachal Pradesh, AQUON will initially be available through its direct-to-consumer website, reinforcing the growing preference among emerging wellness brands to build direct relationships with consumers before expanding distribution.
AQUON’s hydration sachets are formulated with five essential electrolytes—sodium, potassium, magnesium, calcium, and chloride—along with eight essential vitamins, 500 mg of taurine, and just 10 kcal per serving. Each sachet can be mixed with 300 ml, 450 ml, or 600 ml of water, allowing consumers to customise hydration based on personal preference. The product is available in four flavours: Strawberry Watermelon, Exotic Blueberry, Lemon Lime, and Tropical Punch.
Speaking about the launch, Yuzvendra Chahal said the founders had been thinking about building a business for a long time before deciding to introduce AQUON. Ishant Sharma added that the brand is not targeting only athletes but anyone looking to stay hydrated, noting that the product combines electrolytes with a limited amount of sugar to help provide instant energy while supporting hydration.
The founders said their focus is to build a product that people use every day while helping those who experience cramps or low electrolyte levels. This broader positioning allows AQUON to cater to both sports enthusiasts and everyday consumers seeking convenient hydration solutions.
The launch comes as India’s hydration category continues to evolve beyond traditional oral rehydration products, with increasing participation from pharmaceutical companies, beverage manufacturers, and digital-first D2C startups introducing innovative hydration and wellness products.
AQUON is priced at ₹299 for a pack of six sachets, ₹399 for an eight-sachet variety pack, and ₹1,080 for a pack of 24 sachets.
With celebrity founders, a digital-first D2C strategy, functional formulations, and a growing focus on everyday wellness, AQUON is entering India’s hydration market with the ambition of building a mainstream consumer brand around convenient daily hydration.
Source: Based on reporting by ET Retail, with additional editorial adaptation and analysis.
