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indian bottled water industry

indian bottled water industry



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Published by priyank shah

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Published by: priyank shah on Apr 11, 2009
Copyright:Attribution Non-commercial


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Section A
S.V.I.M. Kadi1
Only three decades ago few knew about mineral or spring water, and fewer stillthought that one day most Canadians would spend a lot of money to buy it!Water forms an essential part of every human being. After air, water is the mostimportant necessity for life. Water plays a number of functions for the body. It servesas the body’s transportation system, it acts as a lubricant, it regulates the bodytemperature etc.The eulogy for water is an unending thing. In fact, more than 2/3
of the human bodyis made of water. The importance of water for human body can be well accessed fromthe fact that if the amount of water is our body is reduced by just 1-2%, we feel verythirsty. If it’s reduced by 5%, our skin will shrink and we will have difficulty movingour muscles and if it’s reduced by 10%, we will die.Moreover with this commodity being a human necessity it makes best sense to do business in. As a normal human being requires on an average needs 2-3 litres of water everyday and world population is more than obn (growing at 2-3% annually), the business opportunity is humongous and the potential is largely untapped.Since ancient time people have used water from mineral spring, especially hotsprings, for bathing due to its supposed therapeutic value for rheumatism, arthritis,skin diseases, and various other ailments. Depending on the temperature of the water,the location, the altitude, and the climate at the spring, it can be used to cure differentailments. This started the trend of using mineral water for drinking purpose to exploitthe therapeutic value of the water. This trend started gaining momentum in mid 1970sand since then large quantities of bottled water from mineral springs in France andother European countries are exported every year.The bottled water industry is estimated to be a whopping Rs 1600 crore business. Ithas grown at a rate of 38-40% annually over the past four years. Initially pitched atthe well-heeled, bottled mineral water brands like the French-manufactured DanoneS.V.I.M. Kadi2
were promoted at clubs, fitness centers, cinemas, department stores, malls, ice-cream parlors, cafes and retail sports outlets, besides restaurants, hotels and supermarkets,with a price tag of Rs 70 for a 1 litre bottle. Other brands later began pitching for thelarger middle class and lower-middle class markets.
The safety of bottled drinking water 
While the term
bottled water 
is widely used, the term
 packaged water 
is perhaps moreaccurate. Water sold in countries for consumption can come in cans, laminated boxesand even plastic bags. However, bottled water is most commonly sold in glass or disposable plastic bottles. Bottled water also comes in various sizes from singleservings to large carbouys holding up to 80 litres. Depending on the climate, physicalactivity and culture, the drinking-water needs for individuals vary, but for highconsumers it is estimated to be about two litres per day for a 60 kg person and onelitre per day for a 10 kg child.Drinking-water may be contaminated by a range of chemical, microbial and physicalhazards that could pose risks to health if they are present at high levels. Examples of chemical hazards include lead, arsenic and benzene. Microbial hazards, include bacteria, viruses and parasites, such as
Vibrio cholerae
hepatitis A virus
, and
Cryptosporidium partum
, respectively. Physical hazards include glass chips and metalfragments. Because of the large number of possible hazards in drinking-water, thedevelopment of standards for drinking-water requires significant resources andexpertise, which many countries are unable to afford. Fortunately, guidance isavailable at the international level.The World Health Organization (WHO) publishes
Guidelines for Drinking-water Quality
which many countries use as the basis to establish their own nationalstandards. The Guidelines represent a scientific assessment of the risks to health from biological and chemical constituents of drinking-water and of the effectiveness of associated control measures. WHO recommends that social, economic andenvironmental factors be taken into account through a risk-benefit approach whenadapting the Guideline values to national standard. As the
WHO Guidelines for  Drinking-water Quality
are meant to be the scientific point of departure for standardsS.V.I.M. Kadi3

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could you mail me the details of obtaining this report at rvsuryaib@gmail.com
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very nice and effective work. please share dis if u can. i shall b very thankful to u. deepa.dm@rediffmail.com

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