I just read a very interesting article written by Rituparna Chatterjee of Rediff India Abroad. In it, Chatterjee talks about the challenges Gatorade and the local sports drink, Stamina, are facing. Gatorade has been in the country for about a year and half. Citizens in the country seem to prefer juice drinks over sports drinks and the price for Gatorade has been accordingly dropped, the publication reports. One of the most interesting parts of the article is the comparison between the sponsorship strategies of Stamina, which is produced by the Gujarat Co-operative Milk Marketing Federation, and Gatorade. Stamina actually has a sponsorship with a hospital, which one local retailer says is a stumbling block in its marketing (In the U.S., Gatorade has always avoided blatant marketing to the sick). Gatorade India has done the same type of affiliation with the trainers that was so important to its growth here in the U.S. One thing that the people at Gatorade in the America would never approve of? They're sponsoring beauty pageants!