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New Delhi: As India’s packaged beverage market continues to expand, energy drinks have become increasingly visible in neighbourhood stores, school canteens and retail outlets. Originally targeted at adults seeking a quick energy boost, many of these products are now easily accessible to teenagers and school-going children. This growing availability has prompted regulators to examine not only product labelling but also how such beverages are marketed and sold.
In this context, the Maharashtra government has announced a restriction on the sale of Sting Energy Drink and similar energy drinks within a 500-metre radius of schools. The move comes amid rising concerns over their high caffeine and sugar content, as well as a broader regulatory review by the Food Safety and Standards Authority of India (FSSAI) into how energy drinks are classified and marketed.
Maharashtra Introduces 500-Metre Restriction
The announcement was made in the Maharashtra Legislative Assembly by Food and Drug Administration Minister Narhari Zirwal while responding to concerns raised by BJP MLA Vikram Pachpute regarding the easy availability of energy drinks near educational institutions.
Under the directive, authorities have been instructed to ensure that energy drinks and other intoxicating substances are not sold within 500 metres of school campuses. Officials have also been asked to take action against violators, while schools will be encouraged to conduct awareness campaigns highlighting the potential health risks associated with excessive consumption of such beverages.
The decision reflects increasing concern among policymakers that products containing high levels of caffeine and sugar are becoming more accessible to children through neighbourhood retail stores.
Why Are Energy Drinks Under Scrutiny?
Health experts have long cautioned that energy drinks are different from regular soft drinks because they typically combine high levels of caffeine with significant amounts of sugar.
A standard 250 ml bottle of Sting Energy Drink contains approximately:
- 70–75 mg of caffeine, roughly equivalent to one regular cup of coffee.
- 28–30 grams of sugar, or nearly seven teaspoons.
- 100–120 calories, depending on the formulation.
This means that around one-third of the beverage consists of sugar, bringing children’s sugar intake close to or beyond the daily limits recommended by health authorities if consumed regularly.
Medical experts note that excessive intake of caffeinated beverages among children and adolescents may contribute to sleep disturbances, elevated heart rate, increased blood pressure, anxiety, hyperactivity and a higher long-term risk of obesity and metabolic disorders. Regular consumption may also increase dependence on caffeine at an early age.
FSSAI Widens Regulatory Action
The Maharashtra government’s decision comes shortly after FSSAI issued notices to six major energy drink brands over alleged misbranding and misleading promotional claims.
The notices were issued to Red Bull Energy Drink, Sting Energy Drink, Monster Energy, Hell Energy, Adrenaline Rush Energy Drink and Campa Gold Boost.
According to the regulator, there is currently no officially notified food category called “energy drink” under Indian food regulations. FSSAI has raised concerns over promotional phrases such as “Boost energy levels,” “Vitalises body and mind,” “Enhances focus,” and “Helps with weakness,” stating that such claims may violate provisions of the Food Safety and Standards Act, 2006, unless specifically approved.
The regulator’s action is part of a broader effort to strengthen food labelling standards and prevent consumers from being misled by unverified health claims.
Could Age Restrictions Follow?
During the Assembly discussion, legislators also questioned whether Maharashtra should prohibit the sale of energy drinks to individuals below 18 years of age.
While no such restriction has been announced yet, lawmakers across party lines urged the government to consider stricter safeguards to limit children’s access to highly caffeinated beverages.
For now, the state’s immediate focus remains on restricting sales around schools and improving awareness among students, parents and educational institutions.
India’s Energy Drink Market Continues to Grow
India’s energy drink segment has expanded steadily over the past decade, driven by urbanisation, changing lifestyles and increasing demand for convenience beverages. According to industry estimates, the country’s energy drinks market is expected to continue growing over the coming years as more multinational and domestic brands compete across both premium and mass-market segments.
At the same time, regulators worldwide have been paying closer attention to products containing high levels of caffeine and sugar, particularly those that are easily accessible to minors. Several countries have introduced age restrictions, warning labels or marketing guidelines aimed at reducing consumption among children.
India’s latest regulatory developments suggest that public health considerations are becoming a more prominent factor in the governance of packaged beverages.
Looking Ahead
The Maharashtra government’s decision represents one of the most visible state-level measures targeting the sale of energy drinks near schools. Although the restriction currently applies only within a 500-metre radius of educational institutions, it reflects a broader shift toward closer scrutiny of products consumed by children.
At the same time, FSSAI‘s ongoing review of labelling practices and health claims indicates that regulatory oversight of the energy drink industry is likely to increase. Whether this eventually leads to age restrictions, revised packaging norms or stricter advertising standards remains to be seen, but the conversation around caffeine, sugar consumption and children’s health is clearly gaining momentum in India.
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