● A new brand targets youth as the company expands beyond utility-led bottles into lifestyle hydration.
● 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. ● GO24 sets new benchmarks in hydration with three-layer insulation, 24-day free lid replacement, and 24-hour customer support.
● Pexpo partners with Sony YAY!, the official master licensee for Naruto and Shin-chan in India.
● East India continues to be a strategically important market for the company, contributing nearly 20% of the company’s overall business.
● Company expects the region to see strong growth over the next 5–6 years. Kolkata, 17 March 2026: 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 the East, 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. East India remains a strategically important market for the company, contributing nearly 20% of its overall business and expected to see strong growth over the next five to six years. The name ‘GO24’ reflects the brand’s core philosophy: ‘GO’ represents 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 who have 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 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 activities. 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 younger audiences in a way that reflects their interests, aspirations, and identities. “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 combine lifestyle design with advanced functionality, featuring:
● Three-layer insulation technology engineered to keep beverages colder and hotter for longer durations compared to conventional double-layer bottles available in the market ● ISI-certified stainless steel construction with 18% chromium for rust resistance and 8% nickel for durability
● Scratch-resistant exterior finish to maintain long-term product appearance
● 24-hour customer support
● 24-day free lid replacement
● 24-month warranty. With these features, GO24 wants to raise the standard in the hydration market, making it one of the first brands in India and one of the few worldwide to offer three-layer insulation technology along with customer-friendly services like a 24-day free lid replacement and 24-hour customer support, emphasising its commitment to performance, durability, and user convenience. About Pexpo: Pexpo is a leading Indian brand in sustainable steel bottle manufacturing. Founded in 2014-2015, the company is committed to replacing plastic use through high-quality, durable, and environmentally friendly products. Pexpo has become a driving force in the ‘Made in India’ initiative for the vacuum flask and steel bottle industries, pioneering end-to-end domestic manufacturing and securing the industry’s first anti-dumping duty against Chinese imports. One can visit www.pexpo.in to learn more about the company’s products and other offerings.
