The total organized bottled water market is estimated to be about Rs 3,000 crore and is growing at 30% annually. Bisleri has a 60% market share . it's a Rs 10,000 crore market includinjavascript:void(0)g the unorganized sector.
Read the details in The Economic Times today on the front page "Bisleri ......"
When an Italian company said they will sell water in 1965 nobody believed that one can sell water in India,that company was Bisleri, Parle bought over Bisleri (India) Ltd. In 1969. "you can sell any thing any where provide you really want to"
ReplyDeleteAmit kumar singh
mba-2c
Bisleri has 8 plants and 11 franchisees all over the country.In 1969 parle swithched to pvc non-returnable bottles and finally advanced PET container. Later on in 1995 Mr. chouhan expanded its operations and in 2003 he announced its venture in Europe also.
ReplyDeleteBisleri has 80,000 outlets in the country with about 12000 each in the metros of New Delhi and Mumbai. His desirable figure is 10 lakh outlets ,2000 truck to criss cross the nation ,up from current 1000.
It has 16 plants and 14 locations across the country(except the east).
By 2010 mr. chouhan wants to increase bisleri five fold to almost 2500 towns and will pump 200 crores into it. He wants to increase its market share to 85% by 2010.
He is working on distribution system,price strategy, and perfect marketing of his brand. He says that his competitors are not mineral water brands but enormous water filters which flooded the market in recent years.
As 70% of bisleri’s users are travelers only so soft drinks also comes in his competitors list.
Bisleri has become a generic name so with the help of perfect distribution of the product he may gamble and experiment more with “water”.
I feel that mr. chouhan must have been a creative thinker because his rag picker partnership is a perfect example and I really feel motivated.
Ashu bharti
MBA 1(A)
According to the Bureau of India in Standards there are 1,200 bottled water factories all over India (of which 600 are in one state -- Tamil Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible -- better margins to dealers, aggressive advertising, catchy taglines.... In such a scenario, The Strategist takes a look at how it all started -- with Bisleri -- and how Ramesh Chauhan, chairman, Parle Bisleri created a market out of pure water.: According to Chauhan, Bisleri is investing Rs 50 crore for its expansion plans. “They are joining hands with the contract packers and franchisees for these expansion plans. They are also expanding the capacity of the existing plants across the country,” he added. Incidentally, Bisleri is doubling up its bottling capacity in Mumbai.
ReplyDeleteIn the Rs 1200-crore organised bottled water market in India, Bisleri today directly competes with Coke's Kinley, Himalaya and PepsiCo’s Aquafina. Currently, there are over 400 local brands vying for market space in the unorganised sector for bottled water in India.
To sustain its leadership, Bisleri has made a conscious effort to revamp its existing products as well as new variant of Bisleri. They have have designed and patented the ‘Break Away Seal’ as a unique selling proposition to counter duplicates. Their brand colour has changed from blue to aqua-green.
The best job mr ramesh chauhan has done that he has taken the matter of ecosystem into consideration by initiating partnership to tackle an environmental hazard-over 3 lakh tones of PET and created economies in the business sector.
Meenakshi sharma
MBA-1A
Excellent contributions from Amit, Ashu and Meenakshi.
ReplyDeleteBut what is the actual size of mineral water market?
An interesting fact that came into my notice while reading about mineral water industry which I would like to share is that in Finland PULP launched a brand under the name of Spring water in a unique bottle. The manufacturers encourage the users, not to return the bottle, but to get the bottle refilled. the bottle is said to be highly durable and suitable for heavy uses like boating and hiking. Bottles can be refilled from local departmental stores. The company is spending chunk of its profits in cleaning of Baltic Sea and other such issues.
ReplyDeleteItaly is the largest bottled water market in Western Europe, with total volume sales of 10.2 billion litres in 2003 with the highest annual per capita consumption at 177 litres per person. Despite the maturity of the market, bottled water sales in Italy increased by 22% between 1998 and 2003. The hot summer of 2003 fuelled demand but the chief spur for growth has been the trend towards healthy products, as bottled water is perceived as a safer alternative to tap water.
ReplyDeleteThe key contributing factor for the high level of water consumption is bottled water's low unit price but the low price carries with it attendant problems of profitability for the water industry. Italy boasts 175 mineral water sources which package and sell 280 brands. Natural mineral water accounts for around 98% of the market.