All-good, all natural stuff

"select your energy drink carefully. Do not pick those that are full of artificial flavors and substances."

Hannibal Barca, circa 200BC, to his troops, somewhere in the Alps*

The thing about energy drinks is that when you think of them, you think of mysterious, synthetic additives and flavors. And when you do that, you need not be harsh on yourself because you would be right- most energy drinks are that only.

So, that's where Tzinga stands out

The lemon is real lemon

The ginseng is real ginseng

The guarana is real guarana

You get the drift, right? Of course, you do

And real stuff is good stuff

* the academic community is sharply, extremely sharply, divided over whether Hannibal said those words (or, to be fair, even words to that effect) . We also think its unlikely he actually said those words. But then again he was a fairly shoot-from-the-hip character with a very active imagination and so, may have. In any case the statement makes a very important point, irrespective of its historical veracity

 

This energy drink

"do energy drinks even work? Really?"

Protagoras, circa 450BC, to his friends, at a cafe in (ancient) downtown Athens*

Yes, it is a fair ask, for the concept is relatively new and skepticism is, mostly, healthy.

But the answer is a resounding, categorical, unequivocal, "YES"!

This is how this works:

The B family vitamins help breakdown carbohydrates into glucose faster (the process of the body "getting energy") and the caffeine helps us feel more alert. This is how most energy drinks work, broadly.

But caffeine in large quantities is not necessarily good so Tzinga has guarana, a naturally occurring herb that performs the same function without some of the negative effects.

Also, to make sure that the energy is delivered in the healthiest of ways, Tzinga has ginseng- again a naturally occurring herb with anti-carcinogenic and anti-oxidant properties

But there's no doubt that energy drinks should be consumed responsibly- pregnant or lactating women, kids and people with specific medical conditions for which doctors have told them to stay away from energy drinks, should stay away. Also, those who want to get to bed early should not have Tzinga, or any other energy drink, around bedtime.

The ultimate proof of the pudding (energy drink) is in its eating (drinking). So, just go for it and find out.

* Protagoras was quite a regular with these disconcerting questions and most of his coffee-drinking circle found him to be a provocative character. A more famous quote is about being unsure about whether god exists or not. We wanted to put that up but then felt that this one is more relevant to the issue at hand. So, even though there is no strong evidence that he actually said this, we prioritized relevance ahead of veracity.

 

Green is not just the colour

For sure the first time you saw Tzinga you wondered: "What's with the [pick word from this list: cool, funky, weird, beautiful] packaging?"

So here's the deal--we picked this packaging for Tzinga because:

1 It looks fabulous and totally stands out from the clutter on the store shelf

2 It allows us to give our customers great value for money

3 Its a good choice for the environment

"Whoa, whoa, whoa" you say--you weren't prepared for that last one...But its true.

Basically, flexible packaging is made from such a small amount of material that the environmental impacts associated with making it is substantially lower than the alternatives.

Consider for a second--a Tzinga package is less than half the weight of a plastic bottle of the same size, right? Think about the energy it takes to manufacture and transport that material, the CO2 associated with those processes, and the weight of what eventually ends up getting discarded. The world is better off if we just use less material to begin with.

"But hold on," you say, "this can't be environmentally friendly--its made of plastic!" (and you use an emphasis on the last word like its pure evil) "Why not use glass? Its re-usable, you know."

Guys please, put your thinking caps on--how is glass made? By melting sand at thousands of degrees...how much energy do you think that uses? Plus a glass bottle needs almost 30x as much material to do the same job...all that trucking around of tons of material used just for packaging...yikes. We'll admit that detailed comparison of environmental impacts is PhD-level stuff--but it doesn't take a genius to see that this one is so lopsided its not even a fair fight. If you're into that PhD level stuff, check out this research...it'll blow your mind.

So there you have it--you go ahead and enjoy that delicious and affordable energy drink, and know that impacts to the environment are minimized. Just please make sure you don't litter...seriously, we hate that.

 

About us

We, the makers of Tzinga are called Hector Beverages. And Hector Beverages is a foolish idea.

Here's what the outsider would see: a new entrant, in an unproven space, out to take on giants with the deepest of pockets (any guesses on what Coke pays Amir Khan, or Pepsi gives to MSD?, or how much does Red Bull's Formula 1 team cost?)

And the company goes on and calls itself Hector, who lost to Achilles.

But that, people, is the trip: the audacity of the underdog.

We decided to take the big guys on

We decided to not be cowed down by the big bullies who make their fortune selling sweetened, fizzy water.

And we know that Achilles does not have the most powerful heels.

The cool Price Story

People, in general, on hearing that this is an energy drink at MRP 20, go through the following three emotions:

1. Surprise: variations on the are-you-friggin'-kidding-me theme. This stage usually culminates after flipping the bad boy around a couple times and checking and rechecking the price.

2. Disbelief: variations on the if-something's-too-good-to-be-true-then-it-isn't theme. In this stage a great amount of rational analysis is done. Usually by comparing a Tzinga with a Red Bull or with other energy drink brands (that we do not deem worthy of naming here). So, encountering a similarity of energy ingredients and some clearly superior elements (real lemon, guarana, ginseng) this stage comes to an abrupt end.

3. Bewildered belief: variations on the okay-okay-I-think-this-is-a-great-product-but-how-come-its-at-20 theme. This is the stage we like to leave our beloved consumers in.

But you are more than a beloved consumer. You have traversed through the quagmire of the internet skipping the temptations (the siren's song, the IPL star's ill-advised comment, the celebrity's gut-wrenching break-up and so much more) to come right up to here. So, we will let you know the inside story of how we are at this price point. It is a compelling story, one which needs to be told NOW

 

So, if you have done one of those MBA things, you would know this already. But, here goes (for those who haven't and for those who have but were otherwise occupied during the course)

1. New concepts are tough to create. Require research. Also, there is risk as some such attempts fail.
2. Companies that arrive at breakthrough concepts sell them to "early adopters" at super-normal margins to recover that research money and earn a risk premium.
3. After some time, when cost of research and risk premium has been earned companies get to normal margins- lower prices and get new consumers into the fold.
4. Sometimes companies (conveniently) ignore 3 and instead proceed to buy formula 1 teams, put lots of ads on lots of TV channels, sponsor parties, act aspirational and so on and so forth.
5. When such a situation persists for some time, the young upstart comes along and says, "what's going on?"

We are Tzinga

We said, "what's going on?"

 

 

Contact Us

No surprises here people- we can be contacted over email, phone and (in the good old-fashioned way) in person.

Email	Name	Subject	Message

Hector Beverages Private Limited (India Office)
B82
South City 1
Gurgaon, Haryana 122001
India
ph: +911244222034
alt: +911244222033
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