Kinley has overtaken Bisleri to emerge as the largest-selling
packaged drinking water brand in India, claims Coca-Cola.
The national retail
stores audit by ORG-Marg for the year ended 31 July 2002
put Kinleys marketshare at 35.1 per cent compared to
Bisleris 34.4 per cent. According to the market research
agency, Bisleri lost 0.7 per cent share of the retail
market to Kinley.
on Kinleys growth, Coca-Cola deputy president Sanjiv
Gupta says: This proves the success of operations, marketing
and distribution synergies. It was certainly not easy
to displace the countrys No 1 water brand in just two
years. Our efforts to increase the production and strengthen
the distribution network will continue to fulfil the growing
demand for Kinley in the market.
Coke has also introduced a new business model for manufacturing
Kinley through contract packing deals that were struck
throughout the country.
Also, the bulk
water business started booming in early 2001 and the company
responded through a string of takeovers in the metros.
Launched in June 2001, bulk water packs now constitute
nearly 40 per cent of the water business. Chennai, for
instance, now sells more bulk water than retail.