Indian YouTube personalities, Nischay Malhan (Triggered Insaan) and Abhishek Malhan (Fukra Insaan), have recently launched their new hydration drink brand, Fokus.
The product has garnered significant attention, not just for its unique flavors and ingredients but also for its striking resemblance to Prime:
A hydration drink co-founded by WWE superstar Logan Paul and KSI.
Fokus: A Hydration Drink with a Twist
Fokus markets itself as an affordable hydration solution, offering flavors like Mango Pineapple, Kiwi Lemon, and Watermelon Strawberry. This positioning targets the younger demographic, who are fans of the Malhan brothers’ content.
Fokus actively markets itself as an affordable hydration solution, offering flavors like Mango Pineapple, Kiwi Lemon, and Watermelon Strawberry. The Malhan brothers position Fokus as a drink that contains natural ingredients such as
- coconut water,
- Vitamin D3
- Creatine
- Glutamine, and
- Ginseng Extract, which are known for their hydrating and revitalizing properties.
This positioning targets the younger demographic, who are fans of the Malhan brothers’ content.
The “Sasta Prime” Controversy
The internet has been abuzz with comparisons between Fokus and Prime, with many labeling Fokus as “Sasta Prime,” implying it is a cheaper version of Prime.
The branding and packaging bear a noticeable similarity to Prime, which has led to accusations of copying. Prime is a more affordable choice.
They have been actively promoting the brand through social media, engaging their fans with behind-the-scenes content and updates.
The launch by Triggered Insaan and Fukra Insaan marks a significant entry into the Indian beverage market.
As the brand continues to grow, it will be interesting to see how it navigates the market and differentiates itself from competitors like Prime.
The launch of Fokus by Triggered Insaan and Fukra Insaan marks a significant entry into the Indian beverage market. Fokus has the potential to carve out its own niche due to its affordability and appeal to the youth.
