PROJECT REPORT ON

To study the Indian packaged water industry with focus on

BISLERI
Submitted To: Ekta Dargan Reader Sem Submitted By: Rajat Shakya 01561101711 BBA (G) 2nd Shift 3rd t

In partial fulfillment of the Requirements for the award of Degree of Bachelor of Business Administration

Maharaja Agrasen Institute of Management And Studies Affiliated To:Guru Gobind Singh Indraprastha University

ACKNOWLEDGEMEN T
First of all I am deeply indebted to Department of Management, Maharaja Agrasen Institute of Management And Studiesto complete my research study on To study the Indian packaged water industry with focus on BISLERI It gives me immense pleasure to expres my heartfelt gratitude to my respected guide Mrs. Ekta Dargan (Asistant Profesor) for providing me articulate guidance and ceaseles encouragement throughout study. I hall be failing in my duty if I do not acknowledge the contribution of my family for their constructive cooperation.

RAJAT SHAKYA ROLL NO. 01561101711 BBA (GEN) 2nd SHIFT 3rd SEM

CERTIFICAT E
This is to certify that the research work entitled To study the packaged Indian water industry with focus on BISLERI ha been undertaken by Mr. Rajat shakya under my supervision in the fulfillment of requirement of the graduate course (BBA). The partial work is researchcandidates original work & this project report has not submitted to any other university for any course. been This is also certified that Mr. Rajat Shakya is the student of BBA 2nd year in Maharaja Agrasen Institute of Management and Studies, Rohini (Affiliated to GGSIPU University).

Project Guide: Ms. Supriya

CONTENT S
OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY INTRODUCTIO N To the domestic packaged drinking water market MARKET SHARE COMPANY PROFILE OF BISLERI

Background The Present Future Plans Purification Process Product & Packaging Technology Developments

BOTTLED WATER ANALYSIS WHY BISLERI? EXCERPTS And this is how Parle Bisleri began THE JOURNEY TILL NOW

VISION AND MISSION CURRENT PLAYERS

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 SWOT ANALYSIS CONCLUSION

BIBLIOGRAPHY

OBJECTIVE OF THE STUDY:

To learn about the domestic packaged drinking water market, market distribution and Brand Bisleri in its detail.

To see whether there is a threat to the mineral water market from water purifiers and soft drinks. To find the retailers view on the mineral water market and to ases the future prospect of the market. To find the potential of Mineral water market in Delhi & its NCR.

INTRODUCTION : RESEARCH METHODOLOGY:

Starting a research project needs a basic preparation regarding the isues related to the topic selected. For this one needs to do some deskwork. Deskwork includes: 1.sDetermining the basic objectives of the study undertaken. 2.sCollection of secondary data related to the topic from Internet, magazines & newspapers. 3.sStudy the market, which one wants to cover. 4.sAnalyze the objective on the basis of information collected by econdary data. 5.sAll the above activities at the initial stage of the project must be completed & then the main part follows.

To the domestic packaged drinking water market The concept of bottled mineral is quite a new one for Indian People. Since we never consider these things as necesity and especially we are when paying for natural resource like water which is available freely. The bottled water market has recently seen growth; the reason this may behind be the growing health consciousnes among Indians or availability of pure drinking water. Most of the users are daily nontravelers, patients or it is used in parties/seminars. Moreover 30% of the whole mineral water customers are travelers. When governments spoke about providing drinking water to all, did one little imagine that MNCs would package it and sell it to us. The advent of the small bottles has increased consumption. Buying near the water bus stop or at the railway station has become a routine. Indian water market has many companies selling water, on an there wholeare more than 300 big & small players in the market some of the players are Bisleri, Aquafina, Kinley, Purelife, Mcdowell etc. ig these companies are dealing in same market, same price & also same capacity. Bisleri is owned by Parle group, Aquafina is owned by Pepsi, Kinley is owned by Coke, Nestle has Purelife. But some small players also have sufficient market share in their local market, like prime, silver drop, royal fresh are very popular in the region. congested Bisleri is most popular brand in North India. Bileri i having contracts like with air Indian & some part of Indian big railways.

Since the early 1990s, Indian attitude have changed and people flocking to the cities at a frenetic pace - one-third of Indian now are in urban areas. live But in many parts of the country, quality of water is still a concern. major Given the extreme climatic conditions in India, the heat and dust, plus the fact people are now prone to especially because they dehydration commute further for work and social activities, the isues of safe drinking water is more prevalent than ever. As the mercury soars, so do the sales of bottled water. The advantage it has is unlike the Colas and other drinks dispensed from machines, vending a bottle fits into a handbag and can be carried conveniently. The trend of using mineral water for drinking purpose started as means to take advantage of the therapeutic value of water. This trend a gained potential momentum during 1970s and ever since water was exported every year from mineral springs in France bottled other European and countries. In western countries,the practice of bottled drinking water during started 1950s. The first launch of bottled water in India was the launch of Bisleri of Parle company during 1968-69 which was a major flop as the Indian population was not prepared to accept the concept of purchasing water. The market of bottled water remained weak and inactive for as long as 20 years. The relaunch of Bisleri in 1994, however, was a succes due to the growing and high awarenesconsciousnes of health and hygiene among people. Today many medical stores in the city are doing very well with the of branded bottled water. The brand name plays an impresion ale the human mind. Bottled water is available in quantities of on 500ml, 330ml, 1lt, 1.5lt, 2lts, 5lts, 10lts, 20lts and 50lts.
For a particular brand to be certified as bottled water it requires approval on 4 levels namely the Central, the state, the trade asociation, and individual company levels.

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ILL EFFECTS OF DRINKING UNTREATED WATER

Typhoid Bone deformation Joint pain Hardening of arteries and muscles Gastro stomach upsets Exces content of fluoride can lead to flourisis Arsenic Poisoning

COMMONLY FOUND WATER CONTAMINATION SOURCES

Contaminated storage Tanks Cros contamination at sources Leaks in distribution network Improper functioning of Purifiers Domestic Waste Borewell or contaminated ground water OrganicAnd this is how Parle Bisleri began matters
Industrial waste According to the Bureau of Indian Standards there are 1,200 water factories all over India (of which 600 are in one state -bottled Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10 Tamil billion) bottled water market and are hard selling their products DISTRIBUTION NETWORK OF BISLERI every sway sposible s--s sbetter smargins sto sdealers, saggresive in
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advertising, catchy taglines.... In such a scenario, The Strategist a look at how it all started -- with Bisleri -- and how takes Chauhan, Ramesh chairman, Parle Bileri created a market out of pure water. Bisleri mineral water was bought from the Italian company, Bisleri, Felice in 1969 -- the company had been unable to market water and bottled wanted to exit the market -- Parle too did not see any potential for the product at that time. As a soft drinks company, Parle had Thums Up, Gold Spot and (cola, Limcaorange drink and lemonade) but no soft drink company complete without a soda. So they merely used the name and was Bisleri soda with two variants -- carbonated and nonlaunched mineral carbonated water. But three decades ago, what could they ay about a category that had no market? They didn't know our target group. Then, bottled since water is colourles, tasteles and odourles, it was not an easy product to advertise. Thus, the earlier brand building efforts focused on Bisleri healthy being with adequate minerals. The Italian name added a dash clas of to it. The first print ad campaign captured the esence and showed a butler with a bow tie, holding two bottles international Bisleri. of The punchline was, "Bisleri is veri veri extraordinari" (the pelling of the punchline was designed to capture the attention). The campaign was succesful and we were being consumer's as someone who catered to the need for safe, healthy drinking noticed water. However, the real boost to mineral water came in the early-to1980s mid- when they switched to PVC packaging and later to PET The PET bottles. packaging did not just ensure better transparency -could they now show sparkling clear water to the consumers. It also better life for the meant water.
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Meanwhile, Bisleri soda was doing well but they had to production discontinueas they sold their soft drink brands to Coca-Cola in 1993. But Ramesh Chauhans interest was in building brands and not bottling soft drinks. That's when he started to concentrate in developing the Bisleri water on brand. There was a clear opportunity of building a market for bottled water. The quality of water available in the country was bad. It was similar to what Europe faced before World War II. The quality of water Europe was extremely poor, which created the bottled water in there. In industry India, too, not only was water scarce, whatever was was of bad available quality. Initially, though bottled water was something only and non-resident Indians consumed, they till had to increae foreigners distribution, which meant the dealer margins reduced. And because the limited sales, the dealer margin had to be kept high to of low sales. Now they had to push sales. compensate Hence, they introduced free sampling of Bisleri at the tables the elderly guests would sit. Soon customers were ordering where water on bottled special occasions. Currently, the consumption of bottled water is far in exces of soft drinks on such occasions. The other major challenge was distribution. Soft drink sales are glas in bottles and the distribution model is built around picking empty bottles and getting them back to the factory. That's not the up with case the retail bottled water packs (below 2 litre). But a product that's not available where it's needed, is useles. of outlets where Bisleri is available has increased from 50,000 in 1995 to The number
2,50,000 at present. But that is not enough -- they need to keep looking for different avenues. Take stationery shops and chemists, for instance. They don't keep soft drinks but ell Bisleri. That is the kind of exclusivity we look for to get ahead of the distribution network that soft drink companies talk of.

MARKET SHARE:
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Currently,s Bisleri continues to lead in the Rs 700-1,000 organised, packaged water market with an estimated 40 per crore market cent share, followed by Kinley at 28 per cent and Aquafina with 11 an per cent share. In terms of volumes, the North and West Bisleri's remain biggest performing markets, despite the brand's national-level presence. The market has been growing for the sustained three last years at an unimaginable rate of 80%. The market size of water is bottled expected to surpas the size of soft drinks market very soon in the near future.

Individual Market Shares: BISLERI-40%, KINLEY-28%, AQUAFINA-11%, OTHERS21%

Some of the specifications as per the latest notification (which were effective from April 01).

The location of packaging should be close to the source or place of origin of water.

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 Only water obtained directly from natural or drilled underground sold as mineral water. ources can be For water to be called mineral water it should also not be subject to any chemical treatments. For water to be categorized as packaged bottle water, it can be ourced from any places. The water has to be treated and disinfected in accordance with pecifications for it to be categorized as packaged bottle water. Till December 2000 only six players have applied for license for packaged drinking water and no company has applied for license mineral water category. But around 16 applications in in water category and 6 applications in the mineral water category packaged till in the pipeline. are The new regulations also prohibit any claims relating to properties beneficial of the product and the immediate casualty will be Cola with its FFPAI endorsement. Furthermore in a bit to Cocaprovide for both drinking water and mineral water and to tandards the quality and price of bottled water, BIS approval was made regulate mandatory from the end of 1999. However the BIS does not lay down any guidelines or practices procesing water and there is no specific industrial licensing for for the policy bottled-water sector. So in effect anyone can set up a plant without establishing the source of the water and the used to purify it. technology Till recently India was not a potential consumer for packaged hence water the prospects are now huge. But with regulations confusing somewhat and contradictory it is likely to be a while before manufacturers are able to realize their full market potential in the country, which is fast becoming one of the principal global markets a bottle water. in
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COMPANY PROFILE OF BISLERI: :: Background

In 1967, Bisleri an Italian company, started by Signor Felice first brought the idea of selling bottled water in India. It started Bisleri, company called Bisleri India. In 1969, Ramesh Chauhan, a Chairman of Parle Exports, bought over the brand. In those the Bisleri days, packaged drinking water was available in glas bottles. Being a returnable package owing to various other problems such breakage and weight, in 1972-73, Bisleri was made available in as (Poly PVC Vinyl Chloride) bottles. After this plastic packaging introduced, things started to change, and sales increased was rapidly. The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle stable of brands, including Thums Limca Up, and Gold Spot. Recognising the potential of the drinking packagedwater market, he then went on to concentrate on Bisleri makinga top selling brand in India.

:: The Present
It was around the year 1995, when Parle Exports took charge of brand the operations and the took off in the market. With factories busine acro India and a strong distribution network, established itselfBisleri as a force to reckon with in the domestic packaged drinking water market. Earlier the packaged drinking water market consisted of five hotels, star tourists and foreigners. As a marketing strategy, a decision was conscious taken by the company that only 40% of the sales should come from these outlets and 60% from general market. i.e. 17

paanwallas, street shops, general stores and even non-tourists.s This brought about a sea change in the perception in the mind about consumer's consumption of Bisleri. Earlier, drinking bottled was considered to be more of a status symbol. That thinking has water lowly changed to the point where today, not drinking Bisleri considered as being behind the times. Such has been the presence is penetration of the Bisleri brand in the bottled water and segment.s About few years ago, in 1998, a strategy was adopted to concentrate aggresively on the home market. The habit of boiling water or electronic gadgets was not adequate, since the source of water itself using was unreliable. The bulk packages like the 2, 5 and 20 litre bottles were introduced to meet this market need. The price per litre went down as a result, making bottled water very economical for consumer. the

:: Future Plans
Bisleri was the first to market bottled water in a totally virgin and naturally people asociate the brand with bottled water. Now market Bisleri is perhaps already ten steps ahead of its competitors and will endeavour to widen its gap in the times to come. Bisleri's brand positioning streses on pure, clean and safe water. drinking Some of the future plans to maintain the top spot that commands in the Indian market Bisleri are: New pack sizes in bottles and cups

Increase the distribution network with an investment of 200 overcrores Strengthen presence in traditionally weak areas by setting up new 12 bottling facilities at a cost of Rs. 150 crores
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:: Technology Developments
To make sure that the product that reaches the consumer is always of highest standard and also meets international standards, Bisleri always been involved in improving its product packaging. One has recent such development is the tamper proof break away seal. Bisleri also recognises the need to produce environment friendly and is working on the PET project. products The break away seal: Keeping in mind the consumer's need to recognise a genuine that cannot be tampered with, Bisleri developed the break away seal. product The unique cap has been patented and cannot be duplicated or tampered with. This technology development in the product that the ensures consumer will only get a highly safe product when consume Bisleri packaged drinking they water. Product packaging: To ensure purity of the bottled water, the bottles that are used are blown and filled at the factory itself, to avoid contamination.

Bisleri is extremely conscious of environmental isues, since bottles PET are not biodegradable and not easy to dispose. The company is currently working on the PET recycling project, where they collect bottles from various places, crush and shred them. This will hredded material will then be made into ropes , PET containers the non-food industry and other PET items like polyester fibre, for vase, gift flower items etc.
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The PET Recycling Project:

WHY BISLERI?
Bisleri is totally safe & protects you from all water borne diseases. Bisleri is trusted by 50 lakhs households acros the country. Bisleri is the brand leader in bottled water category.
The water is purified through six stages of purification process that includes reverse osmosis and Ozonation.

Why Bisleri is pure?

At BISLERI plants , water undergoes multi stage proces to ensure proper blend of minerals and complete removal of purification microorganisms and toxic substances. So a habit of drinking and SAFE BISLERI will ensure a healthy PURE life

WHAT ADVANTAGES BISLERI PURIFICATION PROCESS HAS OVER PURIFICATION DONE BY OTHE METHOD ? R TraditionalS sproce sofs sboiling swater sfors spurification shas sits
limitations.It is time consuming. For boiling , water has to be to 100 heated deg.Celsius. Also , to kill microbes water should be boiled continuously for a minimum of 20 minutes. Boiling may kill microbes but can not remove other physical impurities and the toxic ubstances.
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Many home appliances are available in market for water These gadgets purification. use either filtration technique or Ultra Violet rays or combination of the two techniques. These techniques do not a 100 % purity of guarantee water. Filtration removes only the visible suspended particles and not the minute , invisible particles , toxic substances or microorganisms. filters The are cleaned rarely and all the muck accumulates inside leading to more contamination. Ideally such filters need to be cleaned day which is cumbersome. Ultra Violate rays kill the microbes every cannot ensure removal of toxic substances and physical but impurities. These purification equipment are incomplete and need monitoring continuous and maintenance. At BISLERI , through our multi stage purification proces ensure removal of toxic substances as well as physical and we microbiological impurities. In our state-of-the-art procesing we follow rigorous Good Manufacturing Practices and strict plants Asurance norms so each and every bottle of BISLERI is made Quality pure tasty,and safe for the consumer. PROTECT YOUR HEALTH WITH BISLERI WHICH USES 6 STAGE S OF PURIFICATION S

CHLORINATION : Kill micro organim. Remove organic matter. ARKAL FILTER : Remove upended matter and turbidity.
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CARBON FILTER :Remove reidual chlorine & odour

REVERSE OSMOSIS : Remove organic material.Control total disolved solids in the water. MICRON FILTRATION: Additional afety meaure of filtration. OZONATION : Enure water remain bacteria free for longer life. helf

:: Product & Packaging

Bisleri is available in a range of sizes.

The Bisleri bottled water range comprises the conventional 500 ml, one litre, 1.2 litre and two litre bottles; five litre and 20 litre jars for the home segment, and smaller packs izes of 250 ml cups and 330 ml bottles, though in very limited numbers for now.

BOTTLED WATER ANALYSIS

Spring Water Still/Sparkling Bisleri
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PARTICULAR S TDS Ph Factor Calcium Chlorid e Bicarbonat e Magnesiu m Nitrate Sulphat e Hardn e

Mg/litr e 160 7.2 13.6 22 58 7.8 2 19.3 66.1

Drinking

W ERE CAN WE USE BISLERI ? H

Making tea, coffee, lasi, cold drinks, mixing with drinks Kneading the dough Cooking Mixing with baby foods

Mixing with medicine

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THE JOURNEY TILL NOW:

1969: Buy Bileri bottled water from an Italian company, Bisleri. It was bottled in glas bottles Felice then. Early-1980s: Shift to PVC bottle. Sale urge Mid-1980s: sSwitches to PET bottle, which meant transparency and life for more water. 1993: Sell carbonated drink brand like Thum Up, Gold Spot Limca to Coca-Cola for Rs 400 and crore. 1995: Bileri launche a 500 ml bottle and sale hoot up by 400 per cent. 2000: Introduce the 20-litre container to bring price down from 10 R a litre to Rs 2 a litre. 1998: Introduce a tamper-proof and tamper-evident seal. 2000: BIS cancel Bileri' licence of a water bottling in Delhi ince of the bottles did not carry ISI label; the licence is ome one-and-a-half months restored later. 2002: Kinley overtake Bileri. The national retail store audit by ORG-MARG show Kinley's marketshare at 35.1 per cent to Bisleri's compared 34.4 per cent. 2003: Bileri ay it plans to venture out into Europe and America to sell bottled water

:: Vision
A major, diversified, transitional, integrated consumer manufacturing company, with National Leadership and a product environment conscience, playing a national role in safe water strong Agro and based drinks.
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:: Mission
To provide the highest quality product, keeping in all mind aspects including freshnes, purity and safety, and it easily making available to the consumer at a very affordable price. To achieve international standards of excellence in all aspects of energy and diversified with focus on consumer delight through value and services of product busine cost reduction. and

To enhance capital and fixed asets of the group to withstand challenges and tough market trends. Tos sattain sleadership sins sdeveloping, sadopting sand asimilating state or art technology for competitive advantage. To provide better quality of product and services through ustained market research and product development. To foster a culture of participation and innovation for employee growth and contribution. To cultivate high standards of busines ethics, and total quality management for a strong corporate identity and equity with continuous and positive brand growth. To help enrich the quality of life of all the pecially the neglected ones and preserve ecological balance communities and heritage through a strong environment conscience.

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CURRENT PLAYERS:
The mineral water industry is in a churn. The market is proving to be yet another battlefield for an ongoing battle between the desis and the MNCs. So far, MNCs have been winning. Only time will tell what the final outcome will be but I strongly feel that here too, like in all other markets, MNCs are going to win. Though the fate Indian companies will suffer at the hands of these MNCs makes me ad, the choices the consumers will have makes me happy. A few years back, the mineral water market had been crawling at the rate of 3-4%, or even a lower figure. Indians carried drinking water in earthen pitchers, plastic or PUF bottles. But increasing cases of typhoid and other waterborne diseases began to be reported. In addition to this, liberalization happened and the mineral water industry began to be stirred and shaken. The market started growing an astounding rate of over 100% per anuum. The fact that there were very few players in the market meant that their busines grew by leaps and bounds. Bisleri became a household name and is now generic for bottled water. The market today has grown to Rs11bn. The organised sector -- branded mineral water -- has only Rs5bn of market share. The rest is accounted for by the unorganized sector which is dominated by small regional players. The market is still growing at a rate greater than 80% per annum. In the branded egment, Bisleri is the market leader as it continues to lead in the
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Rs 700-1,000 crore organised, packaged water market with an estimated 40 per cent market share, followed by Kinley at 28 per cent and Aquafina with an 11 per cent share. In terms of volumes, the North and West remain Bisleri's biggest performing markets, despite the brand's sustained national-level presence The boom in the market has also encouraged unscrupulous players to gain an entry. In the name of mineral water, a number of regional players have even started selling plain tap water. Many people have fallen ick after drinking this spurious mineral water. The common mans faith in the product was shaken. However, not everyone was put off. Sensing the opportunity that this segment holds, MNCs have begun to draw up plans to enter the market, but not without testing the waters first. They carried out the appropriate feasibility studies. However, among the first to challenge Bisleri's near monopoly was Pepsi's AquaFina followed by stiff competition from Parles Bisleri and Coca-Cola Indias Kinley. The first entrant in the bulk water category was Bisleri, while Coke, through Kinley, entered the segmen 4 years ago. Over the past five years or so, Bisleri has become a major player in the bulk water egment in the water-starved southern states. The 20-litre bulk water packs are targeted at the institutional and the home segment. Pepsi is aiming to make its brand available throughout the country soon. The company has also ruled out entering the bulk water segment in India. Meanwhile, the action is all in Coca-Colas bulk water
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busines. The 20-litre bulk water packs are targeted at the institutional and the home segment

SWOT ANALYSIS:
BISLERI Bisleri announced the re-launch of its 20-litre home pack with a more consumer-friendly format in thread fitting and valve cap, against the conventional snap-on fittings. The existing 20litre Bisleri packs are now being withdrawn and the rollout of the new jars, priced between Rs 40-60, is on. Bisleris focus on the bulk water market has grown in the past few years, mainly owing to the stiff competition posed by innumerable brands in the packaged bottled water market. Not only are there big multinational players like Coke with their huge distribution networks, regional players exist side by side, enjoying local clout. Bisleri continues to lead in the Rs 700-1,000 crore organised, packaged water market with an estimated 40 per cent market share, followed by Kinley at 28 per cent and Aquafina with an 11 per cent hare. In terms of volumes, the North and West remain Bisleri's biggest performing markets, despite the brand's sustained nationallevel presence the fact remains that the new kids on the block are nibbling away at Bisleri's stranglehold over the bottled water
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egment. Only three years ago, the bottled water market was estimated at about Rs 300 crore, of which Bisleri commanded a dominant 80 per cent share. To ensure Bisleri packaged drinking water is held safe free from contaminations, ultraviolet treatment and ozonisation is proce carried out. Ozone is unstable trivalent oxygen, a very powerful bactericide with no side effect, as it disintegrates into oxygen within couple of hours Sterilization effect of ozonised water continues even after water is packaged, thereby ensuring safety of Bisleri up to its final packing. To ensure high quality of packing materials, components like caps and bottles are manufactured in-house from resins of quality suppliers. Good Manufacturing Practices are stringently followed at all times. Procesing is religiously monitored at every stage. Testing source water, procesing parameters, microbial quality, packaging material integrity and finally, shelf life studies, forms an integral part of quality and safety asurance plan.

Strengths:

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 Core busines of company. First mover in this busines since 1969. Good brand awarenes and brand positioning. Available in different packs like cups, 500 ml, 1 lit, 1.2 lit, 2 lit, 5 lit and 20 lit. Has become generic name in the mineral water market. Availability of Bisleri in all over India with solid infrastructure facility. Focus on customer orientation through low price strategy. Product differentiation by introducing patented break way seal cap. Best service and proper response to dealers and customers.

Weakness:

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 Lack of brand loyalty as MNCs are entering the market like Nestles Purelife, Pepsis Aquafina. Lack of Global Awarenes in brand. Lack of proper advertising to create brand awarenes. Market coverage is not fully utilized. Institutional sales are not penetrated properly. Lack of technological up gradation.

Opportunity:
Indian bottled water industry is still at growth stage. Influence of tourists and expatriates. Bisleri as a daughter company of Parle has a strong presence in India . Unreliable municipal water quality.
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 People are becoming health conscious.

Threats:
Numbers of players like Kinley and other local players are present in the market have already captured the market. Tough competition from MNC's like Coke & Pepsi. Fluctuation in sales due to seasonality. Local manufacturers who refill used bottle Hampers the image of the industry. Water filters and soft drink industry is a major threat to industry. Coke and Pepsi are already having strong distribution network in bottle water industry with their own fleet of trucks & vans.

Bisleri goes green naturally

20 October 2006
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New Delhi: The Rameh Chauhan-promoted Bileri which pioneered the packaged drinking water busines in International, catering to consumers' need to have hygienic drinking water India, on the move or even at home, is literally changing its colours while going and for a makeover. The brand that was till now marketed as packaged drinking (cleaned water through reverse osmosis) will now be available in naturalavatar a . Bisleri International will invest Rs100 crore for the project constitutes a Rs40- crore investment in two plants in which and Himachal Pradesh in line expansion, Bisleri Uttaranchal chairman Ramesh Chauhan said. The plants will come up next International Chauhan said the rest of the investment of about Rs60 crore year. go into would infrastructure development. The investment would be through funded internal accruals. Launching 'Bisleri Natural Mountain Water' he said the was looking company for four more locations from where we look to natural water. The likely locations would be in South and West source he said. India Bisleri has 23 plants acros the country producing bottled water. Bisleri Natural Mountain water will be available in aqua packaging against the blue packaging of old and will be available green in sizes. The company is also planning an aggresive marketing ix advertising campaign with a two-year budget of Rs60 and crore. Chauhan said the new packaging has been adopted in order to apart stand from the others and in Chauhan's words, "As leader, we to differentiate ourselves and hence have adopted this aquagreen want colour," he said. Priced at a significant premium to packaged Natural Mountain Water will be available for Rs20 per litre. water The natural water segment, which accounts for about 5 per cent the of total bottled water segment, is expected to grow by leaps bounds as health awarenes and disposable incomes rise. According and
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to the company the foray into spring water will be followed by entry an into the packaged ice segment (Bisleri Ice) as well flavoured, vitamin and sparkling water categories. The company into is to be setting up R&D facilities for ice and studying various aid packagings soptions.s sRameshs sChauhan,s schairman,s International expects to sell 10 million cases of Bisleri sBisleri Water over Mountain the next two years- a turnover of Rs200 crore. The bottled water industry is worth Rs1,000 crore in India and growing at 40 per cent per annum. It is projected to reach is crore by Rs5,000 2010. The main players in the spring water segment Himalaya, Catch and Leh Berry. At present Himalaya leads are the egment with a 50-per cent market share. Bisleri claims to have a 40-per cent market share of the packaged organized water market. The natural spring water market is very and accounts for 5 per cent of the entire segment. Bisleri mall projecting a turnover of Rs300 crore this financial year, as is Rs220 againstcrore last year. Chauhan says he is also preparing for an entry into the US with his market spring water and is talks with US authorities for this. would not export India-bottled Bisleri into US, but would set up He bottling operation there as transportation costs are a huge obstacle a in ourcing the product from India. "We are in the proces of the regulatory approvals for the venture," Chauhan said. He said getting Bisleri was at par with companies in the developed world as far as meeting international standards were concerned.

KINLEY
sKinley Watera product of the Coca-Cola Company-is the established market leader in the drinking water segement. A product offering of the Worlds No. 1 beverage company, Kinley Water is
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brought to You with the time-tested expertise of the CocaCola. Backing Kinley Water, is the promise of delivering Trust in every Drop. Kinley Waters 25 litre bubble top containers made of Lexan- a polycarbonate polymer (plastic) that is made specially for the purpose. Unlike other brands which use recycled plastic, Kinley bubble tops are made from what is known as Virgin Plastic. In addition to this, Kinley offers Kinley water dispensers. These water dispensers come in four basic models. The water dispensers are ergonomically designed to suit both domestic as well commercial requirements. Refrigerator Model with Hot and Cold facility Hot and Cold Model Compacta Eleganc e

Advantages of Kinley:
Good brand positioning. Available in different packs like 500 ml, 1 ltr, 2 ltr, 5 ltr

and 20 ltr.

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Easy availability of product in all over India after Bisleri

with solid infrastructure facility. Benefit as a product of Coca-Cola. Focusing on institutional sales to create brand awarenes

aggresively. Use of technological up gradation.

Disadvantage of Kinley:
Lack of proper service to customers. Lack of strong infrastructure. Non-availability of a variety of range like Bisleri. Focus on distributors not on small retailers.

AQUAFINA
PepsiCo India launched the packaged water bottle brand Aquafina about five years ago in a 750-ml pack, basically targeting the youth.

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The brand now retails in conventional retail pack sizes of 500ml and 1-litre bottle Aquafinas market share in the retail segment is estimated at about 12 per cent and it remains to be seen how PepsiCo succeeds in penetrating the bulk water market. Pepsi Foods, too, expects its Aquafina brand to turn national by the year-end. "Bisleri is the market leader and a good brand that has been built over the years. But we are gradually consolidating our bottled water busines, even if our positioning is somewhat different," says Pepsi Food's official pokesperson.

Advantages of Aquafina:
Strong distribution network. Good brand awarenes and brand positioning. Available in different packs like 500 ml, 750 ml, 1 ltr. Easy availability of product in all over India. Benefits as a product of Pepsi. Focusing on institutional sales to create brand awarenes. Use of technological up gradation.
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Disadvantages of Aquafina:
Compared to Bisleri and Kinley the service from Aquafina is not atisfactory. Lack of strong infrastructure. Non-availability of a variety of range. Market coverage is not proper. Focus on wholesalers not on small retailers.

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BIBLIOGRAPHY CONCLUSIO N
PRINT MEDIA ---After analysis of the data & facts & matching them with the objectives one can say Busines World that there is very good future for mineral water market. Soft drink market might be some threat to the mineral water at A present & M but within few years the scenario is going to change. Trend ignifying increasing health consciousnes amongst Indians Economic Times could also be observed. Busines India Market has seen a tremendous growth from the early nineties & now it is increasing by 70% to 90% every year so one can easily say there is great potential in the mineral water market. VISUAL MEDIA. that the living standards of the People It could also be observed improving & as they are becoming health conscious are ready Cable Network to pay for water now. On the quetion of survival of so many companies government has made policies & restrictions from Internet April 2001 which will force many manufactures to shut down their factories. But due to potential in the market companies with Britannica Encyclopedia quality product will survive. Finally from the data collected at both primary and secondary level one can confidently say that Bisleri as packaged water brand is the current market leader.
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