When Mr Beast, the world's biggest YouTuber with 329 million subscribers, and American wrestler and influencer Logan Paul, who has 23.6 million YouTube subscribers, landed at Mumbai's Jio World Drive on Sunday to launch their brands, a large crowd greeted them. Soon, as the number of people swell and fans jostled to catch a glimpse of their favourite internet celebrities, the organizers were forced to shut the store and end the event earlier than planned.

Mr Beast, whose real name is James Stephen Donaldson aka Jimmy, launched his chocolate brand Feastables priced at ₹499 per 60 grams and ₹349 for 35 grams. Paul, in collaboration with two other creators, launched his energy drink brand Prime Hydration, which will sell at ₹399.

Notwithstanding the following the two have in India, analysts do not expect the two brands to bring any real competition as the country is a tough market to crack for even larger fast-moving consumer goods (FMCG) makers. The products are costlier than rival Indian brands, and most local consumers usually do not regularly consume items available at such price points.  

The Indian chocolate market is sizeable and can easily absorb a few new brands, so I don't think the launch would disturb the brands already operating in this segment,” said Sachin Bobade, an analyst from Daulat Capital said. “However, at this price point, in the premium category, dark chocolates are more preferred, and as Mr Beast's Feastables are milk chocolates, I am unsure how they will flare out in the consumer discretionary category

To be sure, Feastables does an annual revenue of $100 million, Donaldson had told Fortune in February. It sold 1 million bars in the first 72 hours of its launch in the US in 2022.

Mr Beast, in a collaboration video with India’s biggest YouTuber CarryMinati, had announced that if it crossed 10 million views, he would come to India. When the video went past 8.5 million views, Donaldson realized his massive popularity in the country and launched his brand in India, along with Paul’s Prime.

“The price points at which Feastables and Prime enter the Indian market are pretty high for average consumers, but we cannot discount the popularity of these YouTubers,” said Mohsin Mansoori, the store manager of Freshpik at Jio World Drive, where the Youtubers launched the products. “Even though they are expensive, we are anticipating the first lot to get sold very quickly."

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