The company was the product of a meeting between Neeraj Kakkar and Suhas Misra in 2009. Both had previously worked with Coca-Cola India, Misra till 2006 and Kakkar till 2008. They put in their own funds, and began exploring boutique research and development firms in Europe for a "magic" formula that would provide an affordable energy drink that "did not taste weird". They finally settled on one such formula, adding their own touch to it with natural ingredients such as lemon and ginseng and choice fruit flavours - all three variants of Tzinga taste of different fruit. Red Bull, which controls almost four-fifths of India's energy drink market, costs Rs 95 for a 250 ml can. Tzinga, in comparison, produced locally, costs Rs 25. Hector Beverages is already the top-selling energy drink in Goa and the north-eastern states, and the founders plan to increase its presence in the country's top 30 cities. The energy market is already at Rs 500 crore and growing at 40 per cent a year.