PESHAWAR: The energy drink business is growing rapidly in Khyber Pakhtunkhwa. After soft and cold drinks, young entrepreneurs are now investing in the energy drinks business. Millions of rupees are being invested to launch new brands.
At least three energy drink brands were launched in the past year. The trend started with Shahid Anwar, a businessman from Swat living in the US. He introduced a drink called Salajit. The drink was claimed to contain Zamzam water, saffron, and Salajit. The product was branded in the US and Dubai. It is also available on Amazon and other online platforms.
Another energy drink called Zor was launched by a young social media influencer from Shangla Afsar Aghan. The drink is being promoted actively in the local market.
A third product, Markhor Energy Drink, was announced by Nabil Afridi, a businessman from Khyber district. He had previously worked in real estate. He told Urdu News that the youth in Pakhtun society are entering this business due to the high demands. He further went on to say that high demand and a lack of local brands in the market motivated him to enter the market.
Justifying his claim, he said that a market survey was conducted in Khyber Pakhtunkhwa. It showed that the province has an energy drink market worth more than four billion rupees each year. Most of this amount goes to foreign brands.
Nabil Afridi said that the goal is to provide quality drinks at a lower price.
Shah Noor said many new energy drinks are entering the market. However, he believes most lack quality. He noted that Shahid Anwar’s drink was launched in Dubai, but has not yet reached Pakistan. He said success depends on pricing and marketing.
Dr. Shams Wazir, a gastroenterologist from Khyber Pakhtunkhwa, warned about the dangers of energy drinks. He explained that they contain caffeine, artificial sweeteners, and colours. These ingredients are harmful when consumed in large amounts. Some drinks even include substances that stimulate the nerves. These can lead to addiction.
He said energy drinks affect the liver, kidneys, stomach, and brain. Excessive use can lead to diabetes, obesity, and high blood pressure. According to Dr. Shams, poor-quality energy drinks are common in the market. These are made with unsafe formulas.
