Antila Lifesciences’ new consumer brand aims to reposition ORS beyond illness and recovery as it begins its Pan-India expansion
AHMEDABAD, GUJARAT | 09th OCTOBER 2026 | HydraSure, the hydration brand from Antila Lifesciences Private Limited, has officially launched in India with a larger ambition to change how consumers perceive Oral Rehydration Solutions (ORS) and make hydration a more regular part of everyday life. The official launch marks the brand’s formal public entry following an initial market pilot undertaken in March 2026 to understand consumer response and category dynamics.
With the official launch, HydraSure is now preparing for a wider Pan-India expansion, with plans to strengthen its presence across retail, modern trade, e-commerce, quick commerce, HORECA, institutions and key accounts. The brand is currently present across markets including Gujarat, Rajasthan, Delhi, NCR, Madhya Pradesh, West Bengal, Assam and the Northeast, and plans to expand its footprint across India ahead of summer 2027. HydraSure is targeting wider retail reach through the expansion of both its vertical and horizontal distribution across relevant sales channels.
The brand’s central proposition is to move the conversation around ORS beyond its traditional association with illness and recovery. HydraSure aims to position hydration as an everyday requirement, relevant to situations such as travel, outdoor activity, fitness, long working hours, heat and other daily routines.
“India’s ORS category has been built on trust over many years, but it has largely been seen as a medical product. We saw an opportunity to make it more relevant to everyday life, as travel, fitness and outdoor activity grow and people pay more attention to their health and well-being,” said Mr. Rahil Shah, Managing Director, Antila Lifesciences & Founder – Hydrasure.
HydraSure believes that one of the key challenges in the category is the perception that ORS is meant primarily for people suffering from vomiting, fever, diarrhoea or weakness. The brand is seeking to broaden this perception while retaining the credibility associated with the ORS category.
The company is building its proposition around contemporary flavours, convenient formats and everyday consumption occasions. Its current ready-to-drink portfolio includes 200 ml tetra packs in Coconut, Nimbu Pani and Orange flavours, priced at an MRP of ₹31.50. The brand’s Coconut flavour is positioned as a differentiated offering within the category. HydraSure also offers ORS sachets in Orange, Coconut and Watermelon flavours in a 21.80 gm format, priced at an MRP of ₹23.33.
The products are based on the WHO-recommended ORS formula. The company plans to add Watermelon to its ready-to-drink portfolio and is also working on a wider range of hydration products.
“Most of us don’t notice we need fluids until we feel tired or can’t focus, and we put it down to a busy day. HydraSure is meant to be a daily hydration partner, something that people reach for before they feel worn out. Moreover, if our aim is to make hydration a daily habit, it has to be easy. With HydraSure Plus, we are introducing newer formats that fit seamlessly into one’s day,” said Ms. Vidhi Prajapati, Co-founder, HydraSure.
Beyond its existing ORS products, HydraSure is developing a broader portfolio aimed at different hydration occasions. The planned product lines include hydration supplement powders in sachet formats with Indian and ethnic flavours, hydration bombs with innovative flavours, fruit water and fruit drinks, hydration gels, and hydration and recovery drinks. The company is also exploring additional hydration categories to meet consumers’ evolving daily needs and expectations.
The company said research and development is currently underway for newer product lines, with both existing and upcoming products being developed based on consumer and product research.
HydraSure is also expanding its consumer touchpoints through on-ground engagement initiatives. The brand has established hydration activation touchpoints at more than 15 leading Garba venues and has also conducted an iPhone Duo contest and plans to engage consumers further through contests and giveaways of attractive consumer durables. These initiatives are part of HydraSure’s early consumer engagement efforts, aimed at building awareness, creating buzz and strengthening consumer interaction with the brand.
The official launch will be followed by an expansion of HydraSure’s distribution network. The brand is targeting retail, modern trade, e-commerce and quick commerce channels, with availability planned through platforms including Amazon, Flipkart, Blinkit, Instamart and Flipkart Minutes.
The company plans to expand both its vertical and horizontal distribution and build a sustainable distribution network across India, with the wider PAN-India expansion expected to progress ahead of summer 2027.
HydraSure is also an important part of Antila Lifesciences’ move to establish a dedicated consumer division.
Founded in 2010, Ahmedabad-based Antila Lifesciences began with a focus on domestic and export pharmaceutical business and subsequently expanded into Finished Formulations, Domestic Pharmaceuticals and Consumer Healthcare. Mr. Rahil Shah joined the organization in 2019, with a focus on entrepreneurship, innovation and emerging consumer needs.
Antila entered the domestic OTC market in 2023 with 125 products in Gujarat and has since expanded its operations to more than 12 states, with plans to expand Pan-India.. The company currently has a team of more than 250 professionals and operates WHO-GMP certified manufacturing facilities with systems aligned with ISO 9001:2015.
HydraSure is positioned as a pioneer of Antila Lifesciences’ consumer division, with the brand intended to serve as an umbrella for the company’s growing hydration portfolio.
According to company estimates, the Indian ORS market is valued at approximately ₹900 crore to ₹1,100 crore in 2026, & while the wider hydration and wellness market is estimated at ₹8,500 crore to ₹10,000 crore. The company estimates that the ORS category has been growing at approximately 12 to 15 percent annually, with demand typically seeing stronger periods between March and June and again between July and September.
HydraSure aims to capture approximately 5 to 7 percent of the ORS market over the next one to two years, according to the company’s internal business plans. The brand also plans to use its initial sales and consumer response to shape future marketing investments and expansion.
With its official launch, pan-India expansion plans and growing product pipeline, HydraSure aims to build a broader consumer conversation around hydration and make it a more familiar part of everyday routines.
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