Rajshree Upadhyaya | Business Remedies | Aligning with India’s evolving youth culture, Devesh Mahesh Bochare carved his identity by launching Vold Energy Drink. His entrepreneurial journey began far from boardrooms and brand playbooks-in the quiet village of Nighoj in Ahmednagar district, Maharashtra. Growing up in a modest environment, he deeply understood the aspirations of young Indians who seek both energy and ambition, yet are often priced out of global lifestyle products.
This understanding gradually shaped his vision of creating an Indian energy drink brand that would be affordable, accessible, and capable of competing with international players. That vision took formal shape in December 2022, when he incorporated Vold Energy Asia OPC Private Limited in Pune-marking the official birth of what would soon be known as Vold Energy Drink.
The idea behind Vold was not merely to launch another beverage, but to create a product that truly resonated with youth culture. Devesh invested around Rs. 5 lakh, largely with support from his family, focusing on developing a drink that balanced taste, stimulation, and tangible functional benefits. Vold Energy Drink entered the market as a sugar-free energy drink, containing caffeine, vitamins, and inositol-an ingredient the founder described as supporting alertness and mental energy. Priced significantly lower than well-known international brands, Vold aimed to democratize energy consumption for students, gig workers, and young professionals.
Positioned as a Desi Alternative in a Market Dominated by Foreign Labels
In 2023, Vold gradually expanded its presence across select markets such as Pune, Mumbai, Goa, and Nashik. Distribution relied heavily on local retailers and early online listings, with Devesh personally overseeing sales, marketing, and supply chain coordination. Despite competing against multinational brands with far larger budgets, Vold gained encouraging early traction.
What truly set Vold apart was its origin story and the founder’s perseverance-factors that later played a key role in building its national recognition. Vold’s major turning point came with its appearance on Shark Tank India Season 3. Stepping into the Tank, Devesh presented Vold Energy Drink as a homegrown alternative in a market crowded with foreign labels. He sought Rs. 50 lakh for 2% equity, valuing the company at Rs. 25 crore.
While the valuation raised doubts, the Sharks were impressed by his confidence, pricing strategy, and personal journey. After intense questioning around scalability, brand differentiation, and long-term vision, Aman Gupta emerged as the sole investor willing to make an offer. The on-air deal proposed Rs. 10 lakh for 10% equity along with Rs. 40 lakh as debt, carrying a 3% royalty until repayment, which Devesh accepted.
Sustained Efforts to Strengthen Distribution and Brand Recall
Vold’s appearance on Shark Tank significantly boosted its visibility. Overnight, the brand attracted nationwide attention, sparking interest among both consumers and distributors. As with many deals on the show, it remains publicly unclear whether the investment was finalized after due diligence-but the exposure alone proved transformational.
Orders increased, social media presence strengthened, and Vold began positioning itself more firmly as an Indian energy brand made by and for local consumers. As per corporate records, Vold Energy Asia OPC Private Limited remained active through the end of 2025, indicating the company is still operational. Vold Energy Drink continues as the flagship product, with ongoing efforts focused on strengthening distribution and brand recall in an intensely competitive category. While Vold has not yet disrupted the energy drink market at scale, its journey reflects the realities of Indian consumer startups, where ambition, visibility, and survival are often just as critical as rapid growth.
Indian Brands Are No Longer Content with Imitation
Devesh Mahesh Bochare’s story is ultimately one of hope meeting opportunity. From growing up in a village to presenting his vision on national television, his effort to carve space for Vold Energy Drink highlights both the aspirations and pressures faced by first-generation founders.
In a market dominated by global giants, Vold serves as a reminder that Indian brands are no longer satisfied with imitation. Instead, they are choosing to challenge conventions with resilience, ingenuity (jugaad), and belief.
