G.

L BAJAJ INSTITUTE OF MANAGEMENT & RESEARCH

GREATER NOIDA

MINOR PROJECT REPORT ON

A Study on BISLERI
Post Graduate Diploma in Management
Term 2
BATCH 2019-21
Chapter-1

Introduction:
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 necessity and especially
when we are paying for natural resource like water which is
available freely.
The bottled water market has recently seen growth; the reason
behind this may be the growing health consciousness among Indians
or non-availability of pure drinking water. Most of the users are
daily travelers, 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,
little did one imagine that MNCs would package it and sell it to us.
The advent of the small bottles has increased consumption. Buying
water near the bus stop or at the railway station has become a
routine.
Indian water market has many companies selling water, on an whole
there are more than 300 big & small players in the market some of
the
big players are Bisleri, Aquafina, Kinley, Purelife, Mcdowell
etc.
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 congested

region.
Bisleri is most popular brand
in North India. Bisleri is having big
contracts like with air Indian & some part of Indian railways. Since the early 1990s, Indian
attitude have changed and people are

flocking to the cities at a frenetic pace - one-third of Indian now live

in urban areas.
But in many parts of the country, quality of water is still a major
concern. Given the extreme climatic conditions in India, especially
the heat and dust, plus the fact people are now prone to dehydration
because they commute further for work and social activities, the
issues of safe drinking water is more prevalent than ever.

In western countries,the practice of bottled drinking water started

during 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 success due to the growing
awareness and high consciousness of health and hygiene among
people.
Today many medical stores in the city are doing very well with the
sale of branded bottled water. The brand name plays an impression
on the human mind.
Bottled water is available in quantities of
330ml, 500ml, 1lt, 1.5lt, 2lts, 5lts, 10lts, 20lts and 50lts.
10.
Introduction of Bisleri

Bisleri International pioneered the concept of bottled water by launching Bisleri in 1969 with
a vision to be the dominant player in the branded water business and the mission to have
world class quality at the lowest production and distribution cost.

Since the past 5 decades, Bisleri has been a household name & a symbol of goodness, trust
and purity. A leader in its category, it is the most trusted brand of mineral water in India.
Having a strong presence, with 135 operational plants (13 owned) and a strong distribution
network of 3000 Distributors & 5000 Distribution and own trucks across India &
neighbouring countries, Bisleri stands true to its promise of providing safe, pure & healthy
mineral water to consumers for the last 50 years.

Range of Brands:

Bisleri International manufactures and markets brands like:

Bisleri Mineral Water: Trusted by millions since 1969, Bisleri Mineral Water is not just an
ordinary bottle of water. Each drop of Bisleri water is a promise of goodness that goes
through a rigorous 10 STEP quality process and 100+ Tests. Bisleri is available in multiple
sizes like 250 ML, 300 ML, 500 ML, 1 L, 2 L, 5 L, and 20 L.s

Vedica: Bisleri Vedica Natural Mountain Water comes from one of the most pure and pristine
sources on Earth, The Himalayas. With a PH value higher than other Mountain waters,
Vedica is more Alkaline & has a lot of health benefits.

Bisleri Fonzo: In a category first, Bisleri Fonzo was launched in 2018 and is a delectable
combination of real mango juice & fizz.

Bisleri Club Soda: Soda is a combination of pure Bisleri Mineral Water and Fizz which gives
it a strong, fresh and crisp taste.
COMPANY PROFILE OF BISLERI:
:: Background
In 1967, Bisleri an Italian company, started by Signor Felice Bisleri,
first brought the idea of selling bottled water in India. It started a
company called Bisleri India. In 1969, Ramesh Chauhan, the
Chairman of Parle Exports, bought over the brand. In those days,
Bisleri packaged drinking water was available in glass bottles.
Being a returnable package owing to various other problems such as
breakage and weight, in 1972-73, Bisleri was made available in
PVC (Poly Vinyl Chloride) bottles. After this plastic packaging was
introduced, things started to change, and sales increased rapidly.
The upsurge in the sales of Bisleri started in 1993 as Ramesh
Chauhan sold off the Parle stable of brands, including Thums Up,
Limca and Gold Spot. Recognising the potential of the packaged
drinking water market, he then went on to concentrate on making
Bisleri a top selling brand in India.

:: The Present
It was around the year 1995, when Parle Exports took charge of the
brand operations and the business took off in the market. With
factories across India and a strong distribution network, Bisleri
established itself as a force to reckon with in the domestic packaged
drinking water market.

Earlier the packaged drinking water market consisted of five star

hotels, tourists and foreigners. As a marketing strategy, a conscious

decision was taken by the company that only 40% of the sales
should come from these outlets and 60% from general market. i.e.
paanwallas, street shops, general stores and even non-tourists.
This brought about a sea change in the perception in the consumer's
mind about consumption of Bisleri. Earlier, drinking bottled water
was considered to be more of a status symbol. That thinking has
slowly changed to the point where today, not drinking Bisleri is
considered as being behind the times. Such has been the presence
and penetration of the Bisleri brand in the bottled water segment.
About few years ago, in 1998, a strategy was adopted to concentrate
aggressively on the home market. The habit of boiling water or
using electronic gadgets was not adequate, since the source of water
itself 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 the
consumer.

17
Vission and Mission of Bisleri
Major Top competitors of BISLERI

1.Aquafina
Aquafina is ranked second on the list of mineral water companies in India and is one of the
top 10 mineral water brands in India. Aquafina is owned by the PepsiCo Group. Aquafina,
which is now one of the top 10 mineral water companies in India was initially rolled out at
Mumbai in 1999 and launched nationwide in the mineral water industry in India in 2000.
Aquafina has more than 15 manufacturing plants across the country and this top mineral
water brand in India sell packaged mineral water in 300ml, 500ml, 1 liter, 2 liters, and 25-
liter sizes. The Aquafina water bottles in India are priced at an INR7 to INR 90. Aquafina has
a 13% market share in the mineral water industry in India.

2.Kinley

Kinley, one of the top 10 mineral water brands in India has a market share of around 10% in
the mineral water industry in India. The list of top 10 mineral water companies in India is not
complete without Kinley. Kinley was launched in India by the Coca-Cola Group in 2000 and
is one of the best mineral water companies in India. Kinley mineral water is available in sizes
ranging from 200 ml to 5-liter jars. Kinley mineral water price in India in India starts from
INR6 to INR 45 for different sizes. Kinley is leading the list of top 10 mineral water
companies in India with a daily production capacity of around 0.35 million liters. The mineral
water industry in India is poised to grow at a great speed with this top mineral water brand.

3.Bailey

Bailey is also one of the top mineral water companies in India and this mineral water
company in India is a part of the Parle Agro Group. Bailey was formed in 1993 and is
available in sizes of 200ml, 500ml, 1-liter, 2-liter, 5-liter, 20-liter, and 25-liter packs sold at
competitive mineral water price in India. This leading mineral water company in India has a
market share of around 3% in the mineral water industry in India and has a production
capacity of around 0.10 million liters daily. Bailey is often listed in the top 10 mineral water
brands in India. The list of the top 10 mineral water companies in India is incomplete without
Bailey.

4.Himalayan Mineral Water

Himalayan is one of the well-established mineral water companies in India and is part of the
Tata Global Beverages Group. Himalayan is the part of the list of top 10 mineral water
brands in India. Himalayan Mineral Water was launched in 1997 and has emerged as one of
the best quality natural mineral water in the mineral water industry in India. Himalayan is one
of the top 10 mineral companies in India that sells natural Himalayan water procured from
the Shivalik range after being naturally filtered for almost 20 years. Himalayan mineral water
is available in 300 ml, 1 liter, and 2-liter sizes and is sold at the most reasonable mineral
water price in India.

5.Kingfisher Mineral Water

Kingfisher is one of the oldest mineral water companies in India and part of the top 10
mineral water brands in India. The list of mineral water companies in India is very long, but
Kingfisher has maintained its position on the top. This mineral water company in India was
founded in 1998 and is headquartered in Mumbai, India. Kingfisher has an annual sales
revenue of more than $50 million and sells 200 ml, 500 ml, 1-liter, 2-liter, 5-liter, and 20-liter
packs at the most reasonable mineral water price in India. This top mineral water brands in
India is a very popular brand in the mineral water industry in India.
Market share of Bisleri

So far Ramesh Chauhan's Bisleri enjoys the largest market share of 56% in the Rs1100

crore mineral water market and is growing at the rate of 180% per annum.
(2018)
Chapter-2
Literature Review

Senthil Kumar (2002) in his examination centered to discover the awareness of purchasers
towards the mineral water and the individual utilization of mineral water. He found that
promotion is the best information method in order to make the respondents know about
mineral water. Majority of the respondents spend up to Rs.500 every month towards the
mineral water, devour mineral water for the one to two years having month to month
utilization of up to 10 liters. The bundled drinking water purchaser is pulled in by the
advantages of simple openness, immaculateness, and cleanliness and just a little section of
buyers have advanced to the level of being followers of a decent brand. The bundled drinking
water is presently served on trains, carriers and in parties. Furthermore, the organizations
have acquainted greater pack sizes with take into account an assortment of requirements.
Bundled drinking water is accessible in 1 liter, 2 liter and 500ml liter, 20-liter jars and 200 ml
pouches. Packaged drinking water showcase in the nation is balanced for a quantum jump
despite the stricter quality gauges to be forced by the Bureau of Indian Standards.

S.Deepah, B. Prasanna T.Srilakshmi (2005) directed an examination entitled, "Purchaser

inclination toward mineral water" to measure the historical backdrop of the brands and the
degree to which the shoppers know about the brands. The exploration contemplate
additionally tosses light on the impact of ad on the offer of brands and shoppers inclination
for the brand and its picture both without anyone else and in the focused setting. The
examination likewise discovers the degree to which buyers lean toward Bisleri when
contrasted with Kinley and Aquafina. The market is around Rs.700 Crore and developing
each year. In 2001 alone, 150 players hopped in the shred for a cut of the pie. A piece of the
quick moving customer merchandise segment, Bottled water is the main fragments to have
indicated extraordinary development of around 50 percent in 2001 alone.

Sasirega Ramani (2006) in her work, "A Study on Institutional Consumer Perception of
Packaged Drinking Water" found that 37.14 percent of the respondents were utilizing
bundled drinking water for their wellbeing reason. Of these, 16.43 percent of the respondents
were utilizing bundled drinking water as it is sterile, 6.43 percent of the respondents were
utilizing bundled drinking water with the end goal of need not convey water reason, 4.29
percent of the respondents were utilizing it as it keeps away from wastage of water, 20.71
percent utilizing it because of worker request, 5.71 percent were utilizing it because of the
nearness of salt in water for wellbeing reasons. The example addressing likewise unfurled
that every one of the respondents were picking a decent brand of bundled drinking water
which was conveyed. Greater part of the respondents were thinking about quality,
accessibility, and cost as essential variables while acquiring containers of bundled drinking
water, 92.14 percent of the respondents did not have any desire to move to different brands in
the wake of having picked eminent brands. A large portion of the respondents expect value
rebates as deals advancement plot. A significant number of respondents proposed enhancing
the nature of the ad.