Red Bull sues Indian regulator over ban on "energy drink" label

In June, India's food regulator ordered manufacturers of high-caffeine drinks to stop labeling them as “energy drinks,” rejecting attempts to delay the rule in a market expected to be worth $1.6 billion by 2028. Red Bull responded by filing a petition with the Delhi High Court on September 25, contending that the prohibition was issued without any warning notice and creates regulatory uncertainty for its business. The company says the abrupt ban jeopardises both current sales and future investments, effectively bringing its Indian operations to a standstill.

The decision has sparked alarm among other players, including Pepsi, Monster Beverage and Reliance, which fear the loss of the category label could damage brand identities built on instant-energy claims. A government source confirmed that the Food Safety and Standards Authority of India will defend its long-standing policy of not allowing the term on labels. The dispute unfolds amid rising health concerns over caffeine-rich drinks, which are growing faster in India than in the United States or China.