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