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New brand targets youth as the company expands beyond utility-led
bottles into lifestyle hydration
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GO24 bottles introduce advanced three-layer insulation technology
designed to keep beverages colder and hotter for longer than conventional
double-layer bottles in the market
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GO24 sets new benchmarks in hydration with three-layer insulation,
24-day free lid replacement and 24-hour customer support
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Pexpo partners with Sony YAY!, the official master licensee for
Naruto and Shin-chan in India
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Company expects the region to see strong growth over the next 5–6
years
New Delhi: Pexpo, an Indian manufacturer of sustainable
steel hydration products, has launched GO24, a new lifestyle outdoor
hydration brand aimed at India’s rapidly growing base of Gen Z and young
consumers in North, in partnership with Sony YAY! to bring globally loved pop
culture characters to the hydration category. With the launch of GO24 bottles,
the company also introduces advanced three-layer insulation technology designed
to keep beverages colder and hotter for longer durations than conventional
double-layer bottles available in the market, positioning GO24 among India’s
first and one of the few brands globally to bring this level of performance
innovation to the hydration category.
The brand debuts with design-led hydration bottles inspired by global
pop culture icons Shin-chan and Naruto, marking Pexpo’s strategic entry into
the lifestyle hydration category through GO24.
North India continues to remain a strategically important market for
the company, contributing nearly 35% of its overall business, and expecting
strong growth from the region over the next five to six years.
The name ‘GO24’ reflects the brand’s core philosophy, ‘GO’
representing movement, outdoor living and on-the-go lifestyles such as travel,
fitness and everyday mobility, while ‘24’ signifies round-the-clock utility,
performance and reliability for hydration needs across different environments
and routines.
With GO24, Pexpo is looking to reposition hydration bottles from
traditional kitchen-led utility products to lifestyle accessories designed for
mobility, outdoor use and personal expression, reflecting evolving consumer
preferences among younger audiences.
The launch comes amid a broader shift in consumer behaviour, where
younger consumers are increasingly opting for durable stainless-steel bottles
suited for active lifestyles such as fitness, travel, work and outdoor
activities, while moving away from traditional plastic bottles primarily used
at home.
Through licensed character collaborations, design-forward formats and
performance-focused features, GO24 aims to build a fandom-driven lifestyle
hydration category, blending global pop culture with everyday functionality.
Pop Culture Meets Everyday Hydration
The inaugural GO24 collections draw inspiration from globally
recognised characters that hold strong cultural resonance among young
audiences.
The Shin-chan edition taps into the nostalgia and meme appeal
of Shin-chan, translating the character’s playful personality into expressive
bottle designs aimed at millennials and Gen Z audiences who grew up watching
the show.
Meanwhile, the Naruto edition takes inspiration from the Naruto
anime series, whose themes of resilience, ambition and perseverance resonate
strongly with India’s expanding anime fan communities.
The collections are introduced in collaboration with Sony YAY!, the
official broadcaster of both properties in India. Together, the collections
bring global entertainment culture into a category traditionally driven by
functionality, positioning hydration products as extensions of personal style
and identity.
Commenting on the launch, Vedant Padia, Director, PEXPO, said, "The
way young consumers interact with everyday products is changing rapidly.
Hydration today is no longer limited to home use; it is part of an active,
on-the-go lifestyle that includes work, fitness, travel and outdoor
experiences. With GO24, we are introducing a brand that combines performance,
durability and cultural relevance. Collaborations with globally recognised
characters like Shin-chan and Naruto allow us to connect with youth audiences
in a way that reflects their interests, aspirations and identity."
He further added that “GO24 bottles have been designed for multiple
lifestyle use cases, including gym, office, travel, sports and hiking, with
variants ranging from designer collections to purpose-led bottles tailored for
different routines.”
On the collaboration, Ambesh Tiwari, Business Head – Kids &
Animation and Sony AATH, said, “Shin-chan and Naruto continue to enjoy
immense popularity among young audiences in India, cutting across
nostalgia-driven millennial viewers and the growing community of anime fans.
Collaborating with Pexpo to bring these beloved characters into everyday
lifestyle products like hydration bottles allows fans to engage with the
stories and characters they love beyond the screen, in ways that fit seamlessly
into their daily lives.”
Designed for Performance and Durability
GO24 bottles combines lifestyle design with advanced
functionality, featuring:
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Three-layer
insulation technology engineered
to keep beverages colder and hotter for longer durations compared to
conventional double-layer bottles available in the market
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ISI-certified
stainless steel construction
with 18% chromium for rust resistance and 8% nickel for durability
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Scratch-resistant
exterior finish to
maintain long-term product appearance
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24-hour
customer support
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24-day
free lid replacement
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24-month
warranty
With these features, GO24 also aims to set new benchmarks in the
hydration category, positioning itself among India’s first and one of the few
brands globally to combine three-layer insulation technology with
consumer-first services such as 24-day free lid replacement and 24-hour
customer support, fortifying its focus on performance, durability and user
convenience.