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gastro-enteritis.
ER
Getting pure drinking water from municipal taps in cities and towns is
ONE now a luxury. At home most people are forced to either boil water or
install purifiers. While traveling or eating out in restaurants, buying
INTRO bottled water has become a necessity. This need has seen an explosion of
DUCTI companies marketing “safe drinking water” in bottles across the country.
Water is the
India is the tenth largest bottled water consumer in the world. In 2002, the
fountain of all
industry had an estimated turnover of Rs.10 billion
life. Even a
(Rs.1,000crores).Today it is one of India's fastest growing industrial
toddler will
sectors. Between 1999 and 2004, the Indian bottled water market grew at a
tell you it is a
compound annual growth rate (CAGR) of 25 per cent - the highest in the
prime need of
world. With over a thousand bottled water producers, the Indian bottled
the body.
water industry is big by even international standards. There are more than
Sixty percent
200 brands, nearly 80 per cent of which are local. Most of the small-scale
of our body
producers sell non-branded products and serve small markets. In fact,
weight is
making bottled water is today a cottage industry in the country. Leave
made up of it.
alone the metros, where a bottled-water manufacturer can be found even
Water can also
in a one-room shop, in every medium and small city and even some
be the cause of
prosperous rural areas there are bottled water manufacturers.
much misery
Despite the large number of small producers, this industry is dominated by
especially in
the big players - Parle Bisleri, Coca-Cola, PepsiCo, Parle Agro, Mohan
India, where
Meakins, SKN Breweries and so on. Parle was the first major Indian
contaminated
company to enter the bottled water market in the country when it
water
introduced Bisleri in India 25 years ago. The total annual bottled
continues to
water consumption in India
bring down
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1.2 OVERVIEW OF THE MARKET SHARE
Currently, Bisleri continues to lead in the Rs 700-1,000 crore organized, packaged water market
with an estimated 40 per cent market share, followed by Kinley at 28 per cent and Aquafina with
an 11 per cent share. In terms of volumes, the North and West remain Bisleri's biggest
performing markets, despite the brand's sustained national-level presence. The market has been
growing for the last three years at an unimaginable rate of 80%. The market size of bottled water
is expected to surpass the size of soft drinks market very soon in the near future.
Due to the demand for water, a large number of "mineral water manufacturers" have been
spawned selling little more than tap water to the unsuspecting consumer, the majority of whom
are still very native about mineral' water.
Pepsi Co's Aquafina brand, which debuted the bottled water business in September 1999, targets
the youth sector and concentrates on just one pack size, 750ml priced ten rupees.
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Coca-Cola is the most recent entrant (May 2000) with its Kinley, brand and in a controversial
and unsuccessful marketing campaign, it obtained an endorsement from the Federation of Family
Physicians' Association of India (FFPAI), a lesser known body of doctors for its brand.
Estimates show that there are around 100 small regional players in the bottle water market and
the number have been growing at an unbelievable 70%-100% per year, year on year, for the past
four years. This has enticed a number of international brands in the market besides Coca-Cola
and PepsiCo-Nestle (Pure Life), Britannia, Lever, United Breweries and Shaw Wallace. Danone
Pairs launched Evian some time back and even imported hundreds of cases for VIP guests
celebrating the Hindu festival, KumbhMela.
The government has been forced to sit up, take notice and tighten regulations after
comprehensive sample tests were taken by consumer groups and found that a number of the
smaller and more unscrupulous "opportunistic" players were selling little more than tap water.
Until recently the government of had set standards only for mineral water and even the PFA
(Prevention of Food Adulteration Act) and BIS (Bureau of Indian Standards) were deficient
when compared to international markets.
Under the new regulations 48 specifications are to be met for water to become mineral water and
for packaged drinking water there are 43 specifications. But small players are bound to fall out
of the market by April 1, 2001 when the new regulations were supposed to be enforced.
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1.3 SEGMENTATION
Foreign Tourists
Foreign tourists have been the main consumers of the mineral water as they face a lot of
digestion problems due to different food habits.
Domestic Tourists
Domestic tourists have switched to mineral water mainly because of safety and hygiene
factors.
Health/Fashion Conscious
Like soft drinks, drinking mineral water is also considered fashionable by some people.
The mineral water consumer is mainly in the age group of 20-35 years and is an educated middle
class person. This is also the segment of fruit drinks, which have usually been positioned as fun
and health drink for young adults.
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1.4 CONSUMER HABITS & PRACTICES
• Consumers are growing more health conscious and are more careful of their drinking habits.
• Brand loyalty is very low as all the products taste the same so they can buy just any product
which is on the shelf, same as that of soft drinks and fruit beverages.
• Availability in the chilled form and brand awareness plays a crucial role in purchase
decisions.
• While there is no aversion to consumption of mineral water by any age group, this product is
mainly consumed by the people in the age group of 20-35 years who have less attraction of
soft drinks or other synthetic drinks whereas youngsters look in for soft drinks and fruit
beverages to quench their thirst.
• Visibility is another factor that should be taken care of by the companies as consumers are
not very brand loyal and consume whatever is in front of them.
Consumers often drink bottled water as an alternative to tap water. They think it tastes better (no
chlorine taste) and perceive it to be safer and of better quality. They also look for security: food
scandals in industrialized countries and water-borne diseases in developing countries greatly
influence consumers’ attitudes. Consumers buy bottled water to feel well and to lose weight.
Bottled water is perceived as a healthy alternative to other beverages. Thus, for the aerated
beverages bottled water offers a potential threat.
Moreover, increasing urbanization, causing declines in tap-water quality, can also explain the
popularity. Because it is untreated, natural mineral water is perceived as “natural” by city
dwellers looking for genuine products. Higher living standards and auto usage enable people to
easily bring home more and heavier bottles of water. At the office, a bottle of water is now a
common sight on the desk, next to the computer and the telephone. Drinking bottled water is a
sign of a rise in the social scale. Above all, bottled water has become a huge marketing success.
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1.5 SWOT ANALYISIS OF THE INDISN PACKAGED DRINKING
WATER INDUSTRY
STRENGTHS
The industry is growing @ 40%.
In India the market is huge & untapped
Growing awareness among the people about the importance of mineral water
WEAKNESSES
Many players entering in the race.
Any local person can start manufacturing.
Rural population is not using the packaged water.
Not very economical.
Quality not properly maintained.
OPPORTUNITIES
Sustained market growth increase in coming years.
Literacy rate growing and hence the awareness of safe drinking water to avoid the
diseases.
Huge population & untapped market.
THREATS
Many substitutes available,
Too many players will dilute the market & the profit margin.
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1.6 MAJOR PLAYERS
With over 200 players jostling to be the thirst-quenching favorite of the Indian consumer, the
business is growing at a rate of over 50 per cent annually. The country's bottled water business
is estimated to be around Rs. 1,100/- crore, of which the branded market accounts for Rs. 700
crore and about 700 million litres in volume.
After the Cola wars the time has come for water wars. Here we discuss the major players and
warriors in the bottled water market.
BISLERI
The brand is a product of Parle International and presently is the market leader with more than
45% market share. The company pioneered the concept of bottled water in the Indian market as
early as 1967. The company is also credited with SKUs of 500ml, 1.2 ltr, 1.5 ltr and 2 ltr in the
Indian market
The re-launch of Bisleri in 1993, however was a success due to growing awareness and high
consciousness of health and hygiene among people. In 1993, when Ramesh Chauhan,
Chairman, Parle Bisleri sold his right to market Bisleri brand to Coca-Cola, Bisleri, which
underwent the new management for a period of 5 years, remained largely neglected. On getting
the rights back, he started building Bisleri as a mineral water brand. Bisleri had a brand name, a
product, the brand building of Bisleri started in a small way in 1998, which bore fruit in 1999-
2000 when it grew by 140%.
Positioning : Playing Safe
Target audience : Health and hygiene conscious people
Personality : Guardian, Authoritative, Reliable
Punch Line : “Play Safe”
USP : Pioneer advantage in bottled water industry, old player with lot of
Experience
In the case of 500ml and 1 litre it directly supplies to the retailer
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In the case of 20 litre jar they have appointed distributor over the area to reach through the
corporate. But then also they lack in providing better service to the customer.
KINLEY
This brand was first introduced in the country in March 1998, when COKE launched Kinley
Soda. The company entered in the business in May’00 through its brand, Kinley. The company
tied up with Kothari Beverages, of Yes brand of mineral water, for manufacturing coke’s brand
at Yes’ facilities. Starting with Bangalore, Kinley mineral water was rolled out nationally in a
phased manner.
Positioning: Safety and health oriented
Target audience : Health and hygiene conscious people
Personality : Trustworthy, Strong, Confident
Punch Line : “Boond Boond mein Vishwas”
USP : Belongs to the Coca Cola lineage, gains advantage from the
distribution and retail network
Error: Reference source not foundIn the case of 1 litre and 500ml it directly supplies to the
retailer without any distributor.
In the case of 20 litre jar they have their own distributor.
These above 2 are the top players in the market other brands present are:-
AQUAFINA
Entered the bottled water business in September 1999 by test launching its first in Mumbai and
then in Bangalore. PEPSI with its AQUAFINA brand has backing of a good distribution
channel of 60000 outlets, its refrigerators at retail outlets which stock its cold drinks along with
Aquafina as well. Initially Aquafina was available in just one pack-750 ml and was priced at Rs.
10. Now they also have competing packages of 500ml and 1 ltr ml pack priced at Rs.6 and Rs.
10 respectively. The main target audience for Aquafina is the youth segment. By end 2002
PEPSI added 7 more to its existing base of 5 plants. Unlike most players, Pepsi is not looking at
bulk buys or in-house consumption at the moment. The focus was thus only on one SKU, that
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too 750ml. Though the company is present only in selected market as of now, it has plans of
increasing share in the market by expanding its SKUs portfolio as well as its distribution reach.
NESTLE
With its mass-market product branded PURE LIFE has banked on its distribution network for
chocolate, which are marketed through a large chain of retail outlets. Pure Life is aimed to have
a National presence; the second brand which is being tried for by the company is aimed at
targeting the regional markets. Pure Life is for Mass Market like hotels, restaurants and café
segment and Perrier for the bars, San Pellegrino for the restaurants, but nestle is not yet into
home & office segment.
The company has priced the ‘Pure Life’ brand very competitively in the market.
THERMAX
A player of Technical Expertise is THERMAX, through a joint-venture with US-based
CULLIGAN WATER TECHNOLOGIES largely into industrial water purification. It has
entered into the household segment with the launch of 20-litre packs of drinking water – branded
as Good Water, priced at Rs.60 per pack. GOOD WATEREVERFLO is positioned for
organizations that are actively improving the quality of the workplace for employees and
visitors. It is an ideal solution to those wanting to make pure, safe drinking water available,
without buying and maintaining in-house equipment like purifiers, water coolers etc. However
the company has no plans to introduce smaller package for its product
BAILEY
Though a pioneer in this field; Mr. Ramesh Chauhan Chairman- of Parle Bisleri had to contend
with several new entrants in this segment. For starters, his own brother, Mr. Prakash Chauhan
through Brand Bailey has been trying to emulate the Bisleri success through the franchising
route, but Bailey has never been successful in it. The brand is a product of Parle Agro, the
company of Frooti fame. The company presently is the second largest player in the market with
share of 20%. The company has recently extended its Bailey brand name for its soda water. It is
also credited with forming a new segment of 330ml SKU in the market
Target audience : Health and hygiene conscious people
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Personality : Guardian, Authoritative, Reliable
Punch Line : “I want my bailey”
USP : Pioneer advantage in bottled water industry, old player with lot of
Experience
EVIAN
Evian by DANONE INTERNATIONAL is marketed by BRITANNIA INDUSTRIES in
India. The high-priced mineral water from French Alps is clearly targeted at the premium
segment of consumer. Currently Evian has more of an Institutional presence (5 star hotels) than
on retail shelves. With 1 litre bottle being priced a hefty Rs.80
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CHAPTER TWO
BISLERI
2.1 COMPANY PROFILE OF BISLERI
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2.2 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.
12 | P a g e
Some of the future plans to maintain the top spot that Bisleri commands in
the Indian market are:
• New pack sizes in bottles and cups
• Increase the distribution network with an investment of over 200
crores
• Strengthen presence in traditionally weak areas by setting up 12
new bottling facilities at a cost of Rs. 150 crores.
13 | P a g e
and toxic substances. So a habit of drinking PURE and SAFE BISLERI
will ensure a healthy life
Filtration removes only the visible suspended particles and not the minute ,
invisible particles , toxic substances or microorganisms. The filters are
cleaned rarely and all the muck accumulates inside leading to more
contamination. Ideally such filters need to be cleaned every day which is
cumbersome. Ultra Violate rays kill the microbes but cannot ensure
removal of toxic substances and physical impurities. These purification
equipment are incomplete and need continuous monitoring and
maintenance.
At BISLERI, through our multi - stage purification process we ensure
removal of toxic substances as well as physical and microbiological
impurities. In our state-of-the-art processing plants we follow rigorous
Good Manufacturing Practices and strict Quality Assurance norms so each
and every bottle of BISLERI is made tasty, pure and safe for the consumer.
14 | P a g e
2. ARKAL FILTER: Removes suspended matter and turbidity.
The Bisleri bottled water range comprises the conventional 500 ml, one
litre, 1.2 litre and two litre bottles; five litre and 20 litre jars for the home
segment, and smaller packs sizes of 250 ml cups and 330 ml bottles,
though in very limited numbers for now.
2.7 Vision
A major, diversified, transitional, integrated consumer product
manufacturing company, with National Leadership and a strong
environment conscience, playing a national role in safe water and Agro
based drinks.
Mission
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To provide the highest quality product, keeping in mind all aspects
including freshness, purity and safety, and making it easily available
to the consumer at a very affordable price.
To achieve international standards of excellence in all aspects of
energy and diversified business with focus on consumer delight
through value and services of product and cost reduction.
To enhance capital and fixed assets of the group to withstand
challenges and tough market trends.
To attain leadership in developing, adopting and assimilating state
or art technology for competitive advantage.
To provide better quality of product and services through sustained
market research and product development.
To foster a culture of participation and innovation for employee
growth and contribution.
To cultivate high standards of business ethics, and total quality
management for a strong corporate identity and brand equity with
continuous and positive growth.
To help enrich the quality of life of all the communities specially the
neglected ones and preserve ecological balance and heritage through
a strong environment conscience.
Bisleri is totally safe & protects you from all water borne
diseases.
Bisleri is trusted by 50 lakh households across the country.
Bisleri is the brand leader in bottled water category.
The water is purified through six stages of purification
process that includes reverse osmosis and Ozonation.
16 | P a g e
Where Can We Use Bisleri?
Drinking
Making tea, coffee, lassi, cold drinks, mixing with drinks
Kneading the dough
Cooking
Mixing with baby foods
Mixing with medicines
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2.9 THE JOURNEY TILL NOW
1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass
bottles then.
Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.
1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs.
400 crore.
1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent.
2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre.
2000: BIS cancels Bisleri's license of water bottling in Delhi since some of the bottles did not
carry ISI label; the license is restored one-and-a-half months later.
2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show Kinley's
market share at 35.1 per cent compared to Bisleri's 34.4 per cent.
2003: Bisleri says it plans to venture out into Europe and America to sell bottled water
2004: Water king, Mr. Ramesh Chauhan set to take brand Bisleri across the globe.
2005: Bisleri has announced its plans to foray into the domestic fruit juice market and
earmarked an investment of Rs 100 crore for upgradation of its Chittor plant and setting up of a
new facility.
2006: Bisleri Natural Mountain water will be available in aqua green packaging against the blue
packaging of old and will be available in six sizes.
2007: Parle Bisleri changed the look introduced a new variant (natural mountain water) and
announced its plan to launch the brand in US- a huge market for designer waters.
2008: Bisleri International has decided to register the mango drink brand — Maaza — in eastern
European countries, and launch the brand through a franchisee operation.
2009: Company plans to concentrate on markets such as Jammu and Kashmir, Kerala, Southern
part of Tamil Nadu and Punjab, which are its weaker links to steer a 40% annual growth in sales.
OBJECTIVES OF THE STUDY
To learn about the domestic packaged drinking water market, its market share and Brand
Bisleri in detail.
To find about consumers' and retailers' brand preference
To see whether there is a threat to the mineral water market from water purifiers and soft
drinks.
Whether the people of Delhi & its Ncr are happy, paying for water.
Whether the people of Delhi & its Ncr are getting health conscious.
To find the retailers view on the mineral water market and to assess the future prospect of
the market.
To find the potential of Mineral water market in Delhi & its Ncr.
CHAPTER THREE
LITERATURE REVIEW
3.1 BOTTLED WATER
Consistent quality and taste are two of the principal differences between bottled water and tap
water. While bottled water originates from protected sources - largely from underground aquifers
and springs - tap water comes mostly from rivers and lakes.
Another factor to consider is the distance tap water must travel and what it goes through before
it reaches the tap. In compliance with international regulations, bottled water is sealed and
packaged in sanitary containers. If a bottled water product is found to be substandard, it can be
recalled. This can’t happen in case of tap water.
According to regulations in the US, when bottled water is sourced from a community water
system the product label must state so clearly. However, if the water is subject to distillation, de
ionization or reverse osmosis, it can be categorized that way, and does not have to state on its
label that it is from a community water system or from a municipal source.
Processing methods such as reverse osmosis remove most chemical and microbiological
contaminants.
• The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to
the water.
• Ultra filtration gives water reduction in turbidity and adds sparkle
• Activated carbon purifier to remove color and odour in water
• Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water
free of microorganisms and also reduces dissolved solids
1
www.nrdc.org/water/drinking/
To ensure mineral water is held safe free from contamination, ultraviolet treatment and
ionization process is carried out. Ozone is unstable trivalent oxygen, a very powerful bactericide
with no side effect, as it disintegrates into oxygen within couple of hours.
Sterilization effect of ionized water continues even after water is packaged, thereby ensuring
safety of Mineral Water up to its final packing. To ensure high quality of packing materials,
components like caps and bottles are manufactured in-house from resins of quality suppliers.
Good Manufacturing Practices are stringently followed at all times. Processing is religiously
monitored at every stage. Testing source water, processing parameters, microbial quality,
packaging material integrity and finally, shelf life studies, forms an integral part of quality and
safety assurance plan.
Labeling
The Name of the Product shall be the appropriate terms as defined. Water containing carbon
dioxide that emerges from the source and is packaged directly with its entrapped gas or from
which the gas is mechanically separated and later reintroduced at a level not higher than
naturally occurring in the water, may bear on its label the words naturally carbonated or
naturally sparkling. Packaged water which contains carbon dioxide at levels than those naturally
occurring in the source of the product shall be labeled with the words carbonated, carbonation
added or sparkling.
1
www.nrdc.org/water/drinking/
3.3 MARKET CATEGORISATION
The market initially had only one SKU of 1 litre this was followed a by a number of smaller and
bigger SKUs. Based on these SKUs we can divide the entire market into two segments:
Each of these consumption markets have a number of SKUs under it. Some of the most
consumed SKUs in retail market are 500ml, 1 litre, 1.2 litre, 1.5 litres, 2 litres, and 5 litres.
Recently Bailley has launched 330ml pack targeted against 330ml pack size of soft drinks
especially the aluminum-can drinkers.
The institution market is largely constituted by the hotel industry, caterers, offices, parties,
travel, tourism, hospitals etc. The SKUs that are available in this market are 10 litres and above
besides this we have pack size of 250ml plastic cups.
The market can also be divided on the basis of the price at which this bottled water is available
into three categories:
Presently, Evian of Danone group; Perrier and San-Pellegrino of Nestle belong to super premium
category. Catch, Himalayan, Brilliant etc. belong to premium local natural mineral water
category.
All other brands like Bisleri, Bailley, Kinley, Aquafina etc. belong to popular or plain bottled
water category.
The packaged drinking water market is often categorized as per the clients they have:
Corporate, Theaters, Gymkhanas, College Canteens, Retail Outlets, Hotels and Restaurants and
Occasions.
1
www.nrdc.org/water/drinking
3.4 INDIA TO FACE SEVERE WATER CRISIS IN THE FUTURE
The per capita water availability in India is projected to decline to about 1,140 cubic meters per
year in 2050 from 1820 cubic meters per year recorded in 2001 according to the
Intergovernmental Panel on Climate Change (IPCC).
"India will see a severe water crisis in 20 years if the government doesn't change its ways and
clashes are already taking place because the resource is so scarce." This was the warning by the
World Bank way back in 2005. "Estimates reveal that by 2020, India's demand for water will
exceed all sources of supply.
All these reports point to just one thing for us now. That we should he on serving water and be
judicious in its use. If water is wasted today then it is our future generation which will suffer
because of it. So everyone needs to make a point from now to save water in any way they can.
If we cannot do that then the future is very clear. Water will be one of the most expensive
commodities and everyone will have to buy water shelling out huge amount of money for the
same. The implications could be worse than these if action is not taken now.
Water infrastructure projects should also speed up in the country through public-private
partnership. This is of immense importance in a country where rural population has very little
access to safe drinking water. What these infrastructure projects will also ensure is employment
generation and in the current global crisis the country need to stand up and generate local
employment through these opportunities and challenges.
The fastest growth in the consumption of bottled water in the world has been recorded in India
according to a new study conducted by the US based earth policy institute. It even questions the
rising thirst for bottled water with consumption tripling in India over the past five years.
2
World Bank report
3.5 INDIAN SCENARIO
In 1967, Bisleri set up a bottling plant for manufacturing and marketing its mineral water but that
time the concept of mineral water was failed. The brand was later on sold off to Parle group
acquired the Bisleri of Italy for launching soda water but later launched bottled water also. The
launch at that time was a big flop as concept of buying Water that ton the Indian public did not
accept form. The market remained dormant for quite long (for a period of 20 years or so). The
market throughout this period was formed only by the premium products that too available
through 5-star hotels.
In early 1990s with onset of liberalization policy by the Indian government, coming in of cola
majors, sell out of local soft drink brands of Campa, Thumb’s Up, Gold Spot etc. by pane to
coke and other factors led Bisleri to test waters again. Bisleri re-launched its bottled water in
1994. With exposure of media and exposure to international life styles, deteriorating levels of
portable water, increases in a number of water borne classes, increases in awareness about health
and hygiene and other related factors led to acceptability of concept of mineral water. The
market has not looked back ever since then and has grown leaps and bounds to such an extent
that a number of genuine as well as fly-by-night operations have entered it to milk it.
3
www.bottledwaterindia.web
The Big Boom
The bottle water industry has tin-doubted been one of the fastest growing business sectors in
India. The way it has grown since the early 1990s is indeed astounding.
And the high growth rate is expected to continue into future. Starling from a small base, the
growth was exponential up to early years of current century. Thereafter, there was a decline in
the pace of growth, and we now witness a comparatively linear growth, but nonetheless fairly
rapid.
The bottle water industry is reported to have growth nine-fold over the past decade from around
15 million cases in 1997-98 to an estimated 130 million eases in2007-08 (I case=48 liters)this
traction to a compounded annual growth rate 24% per annum. In same year, the growth rate has
been as high as 40%. The market size is further projected to increase to 265 million cases by the
year 2014-15 this works out of a projected growth rate of nearly 11% a year. While one has
crossed the exponential growth phase experienced during the industry's nascent period, there is
lot of untapped potential and the industry would continue to experience double digit growth rates
for several years to come."'
In terms of value, the Indian bottled water segment is estimated currently at Rs.3000cr per
annum and expected to double within the next seven years. The international players currently
see India as the destination with a lot of growth possibility. India is already the tenth largest
bottled water consumer in the world.
A major part of the demand for bottled water stems from out of home consumption by people on
the move, because the quality and safety of drinking water available otherwise is suspected the
fear of contracting water-home infection prompts many to go in for bottled water during journey
and when one is away from home. Of course, sonic also consume bottled water (or high price
mineral water in some instance) as a style statement.
In part the industry pews its existence to the poor quality of portable Water supplied by the
municipal authorities/water supply boards and further to the inadequate hygienic standard
prevalent in most public eating place, where the water served of often contaminated. The
demand has been further fueled due to increasing income and changing lifestyle of the urban
middle and upper classes of the population. It is also triggered by advertising and wide —spread
distribution of the product.
3
www.bottledwaterindia.web
Life Cycle of the Industry
Here 1990 was selected as base year and from 1990 sales in bottled water has increased year by
year but not that much level to 2004-05 so this covers under introduction stage of bottled water
industry. After increase in awareness among people and known side effects of non purified
water, people have moved from tap water to bottled water and this change has increased sales of
bottled water in market. Until 1992, the demand for bottled water in India was mostly limited to
foreign tourists, corporate meetings, conferences, etc. The introduction of bulk packaging
extended the market to new and numerous consumers (Jose Raphel, 1998). In this period firms
focus on branding and patenting for maintaining right to produce played an important role.
Following are the set of hypothesis established to answer various research problems.
Ha: People are not aware of all the brands of mineral water.
Ho: 5 ltr and 20 ltr bottles of mineral water are the most preferred ones, by the
population.
Ha: 5 ltr and 10 ltr bottles of mineral water are not preferred by the population.
7. Reason for growth during the last five years, according to retailers.
Ho: Tremendous growth in mineral water segment is not owing to increased health
consciousness and scarcity of portable drinking water amongst the population.
4.1RESEARCH DESIGN
A research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data. The Survey Research was used in this project, because retailer’s
and consumers feedback was necessary for obtaining the data. Starting a research project needs a
basic preparation regarding the issues related to the topic selected. For this one needs to do some
deskwork. Deskwork includes:
2. Collection of secondary data related to the topic from Internet, magazines & newspapers.
5. All the above activities at the initial stage of the project must be completed & then the
main part follows.
I took 100 consumers and 50 retailers as my respondents. They were selected by random
sampling method because in this case systematic sampling is not possible since one cannot say
whether a person is using mineral water or not.
Sampling Technique
Random sampling technique will be used in this research project.
Mode of Survey
The mode of survey for the retailers and consumer’s was the filling up of the questionnaires.
For that close and open ended questionnaires for the consumer & for retailer were
prepared.
Analytical Tools
After collection of data another work necessary for any data collector is to correctly analysis that
data. Statistical tools helped me to correctly analyze the data. I used here the software named Ms
EXCEL for analysis of the data. I used following statistical tools:
Hypothesis Testing
Chi-square test will be used when the set of observed frequencies obtained after experimentation
have to be supported by hypothesis or theory. The test is known as χ2 test of goodness of fit and
is used to test if the deviation between observation (experiment) and hypothesis may be
attributed to chance (fluctuations of sampling).χ2also enables us to explain whether or not two
attributes are associated or related to each other.
To test the goodness of fit: It helps to test goodness of fit by using null and alternate hypothesis.
STATISTICAL TOOLS TO BE USED
56%
60%
50%
40%
24%
30%
20% 12%
8%
10%
0%
Bisleri Kinley Aquafina Others
According to the survey conducted in Delhi & its Ncr it was analyzed that 56% of
the users go for Bisleri Water and 24% for Kinley while there are 8% of the
respondents who still go for other packaged drinking water.
2. NUMBER OF RESPONDENTS USING
MINERAL WATER FREQUENTLY
According to the survey it was seen that 28% of the users responded as
using mineral water always while 27% agreed to use it often. 36% of
respondents said they used mineral water sometimes while there are 9% of
the respondents who said they never use packaged drinking water.
HYPOTHESIS TESTING
DF=4-1=3
At alpha .05 and 3 degrees of freedom, the critical value from the chi
square distribution table is 7.82.
χ2=15.6
Interpretation:
As the Chi-square test statistics value 15.6 exceeds the critical value of
7.82 hence null hypothesis is rejected and our alternative hypothesis is
accepted. Hence it can be concluded that that 34% of the mineral water
users go in for an occasional use while there are still 9% of the respondents
who never go for packaged water.
3. RESPONDENTS CHOICE AMONGST MINERAL
WATER AND SOFT DRINKS
48% respondents agreed to always choosing mineral water over soft drinks
when thirsty while 15% chose it often, 25% agreed to choosing it
sometimes while 12% consumers said they never have mineral water when
thirsty.
HYPOTHESIS TESTING
DF=4-1=3
At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82.
Always 45 25 20 400 16
X2=26.76
Interpretation:
As the Chi-square test statistics value 26.73 exceeds the critical value 7.82
hence null hypothesis is rejected and hence we reached at the result that our
alternative hypothesis is accepted. Hence it can be concluded that that 48%
of users always go in for mineral water when they are thirsty.
4. BRAND AWARENESS OF MINERAL WATER
AMONG RESPONDENTS
Brands Respondents
0-2 40%
3-5 50%
6-10 10%
ll
10 and above 0
The survey conducted in showed that 40% of the respondents were aware
of 0-2 brands packaged drinking water, 50% of 3-5 brands, 10% were
aware of 6-10 brands while none were aware of more than 10 brands.
HYPOTHESIS TESTING
Ha: People are not aware of all the brands of mineral water.
DF=4-1=3At alpha .05 and 3 degrees of freedom, the critical value from
the chi square distribution table is 7.82.
0-2 40 25 15 225 9
3-5 50 25 25 625 25
6-10 10 25 -15 225 9
10 and above 0 25 -25 625 25
χ2 =68
Interpretation:
As the Chi-square test statistics value 68 exceeds the critical value of 7.82
hence null hypothesis is rejected and hence we reached at the result that
our alternative hypothesis is accepted. Hence it can be concluded that most
of the people know only about the main brands which are owned by the
big companies and are advertised hugely. Mainly 3 -5 brands only comes
to the minds of the customer in regards to mineral water.
HYPOTHESIS TESTING
Ho: 5 ltr and 20 ltr bottles of mineral water are the most preferred
ones, by the population.
Ha: 5 ltr and 10 ltr bottles of mineral water are not preferred by the
population .
DF=4-1=3
At alpha .05 and 3 degrees of freedom, the critical value from the chi
square distribution table is 7.82
1 ltr 20 25 -5 25 1
5 ltr 5 25 -20 400 16
20 ltr 15 25 -10 100 4
χ2 =70
Interpretation:
As the Chi-square test statistics value 70 exceeds the critical value of 7.82
hence null hypothesis is rejected and hence we reached at the result that
our alternative hypothesis is accepted. Hence it can be concluded that that
the 5 Ltr. and 20 Ltr. bottles are usually preferred only during special
occasions such as marriage and Birthday parties. Otherwise the 1 ltr and
500 ml bottles are the most preferred once.
The observation shows that most of the people are not happy paying the
price, the companies are charging for the product. They feel that the price
should be a little lower.
46% agreed to the fact that advertising of packaged drinking water affected
their purchase while 10% strongly agree, 25% of the respondents
disagreed, 14% strongly disagreed, while 5% consumers said they were
indifferent towards it.
HYPOTHESIS TESTING
DF = 5-1 = 4
At alpha .05 and 4 degrees of freedom, the critical value from the chi
square distribution table is 9.49
Interpretation:
As the Chi-square test statistics 53.1 exceeds the critical value of 9.49
hence null hypothesis is rejected and hence we reached at the result that
our alternative hypothesis is accepted. Hence it can be concluded that
advertisements affect purchase decision of Mineral Water.
It was seen in the survey that 51% said that their choice of mineral water
was readily available everywhere, whereas 47% disagreed and 2% were
not sure.
9. GROWING HEALTH CONSCIOUSNESSAMONG
INDIANS
Yes No
73% 27%
The observation shows that most of the population in Delhi & its NCR
agree that Indian are getting Health Conscious now-a-days
10.PREFERENCE FOR MINERAL/PACKAGED
WATER OVER NORMAL WATER BECAUSE OF
HYGIENE
Yes No
82% 18%
The reason for the higher preference for Mineral water considering
hygiene important may be the fact that the normal water which we get is
not always very hygienic and may cause many diseases, also the increase
in the awareness of being fit and people becoming health conscious.
RETAILER RELATED OBSERVATIONS AND FINDINGS
According to the survey of retailers 62% said the most sold brand was Bisleri
followed by Kinley to which 26% agreed while 4% said that Aquafina was
sold most and 8% voted for other brands.
3. SIZE OF BOTTLE SELLING MORE
According to the survey of retailers 60% said that 500ml bottles were sold
most followed by 1ltr as said by 28% while 4% and 12% said 5lts & 20ltr
were sold the most.
HYPOTHESIS TESTING
DF = 4-1 = 3
At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82
χ 2=3
1.08
Interpretation
As the Chi-square test statistics 31.08 exceeds the critical value of 7.82 hence
null hypothesis is rejected and hence we reached at the result that our
alternative hypothesis is accepted. Hence it can be concluded that both 0.5 Ltr
and 1 Ltr version are selling well but 5 Itr are selling less as compared to
others.
4. Basis of selling a particular Packaged
Drinking Water Brand
Reasons % of Respondents
Demand by the customer 48%
Schemes offered by the companies 10%
Advertisement 14%
More margins 26%
Others 2%
Mostly the demand by the customer is the main reason for selling of
particular brand of Packaged Drinking Water and then it comes to
schemes, advertisements and margins. The other reasons included
availability, replacement of leaked bottles etc.
HYPOTHESIS TESTING
Step1: State Hypothesis:
Ho: Demand of the customer is not the main reason for selling of a
particular brand of packaged drinking water.
Ha: Demand of the customer is the main reason for selling of a
particular brand of packaged drinking water.
χ 2=3
2.00
Interpretation
As the Chi-square test statistics 32 which exceeds the critical value of 9.49
hence null hypothesis is rejected and hence we reached at the result that our
alternative hypothesis is accepted. Hence it can be concluded that demand of
the customer is the main reason for selling of a particular brand of packaged
drinking water.
5. MORE MARGINS ON SELLING BRAND
Kinley 28%
Aquafina 11%
Others 21%
Among the 50 retailers that took part in the survey 40% said that they earn
maximum margins on Bisleri while 28% said Kinley and 11%& 21% said
Aquafina and others respectively.
According to the retailers the growth rate has been very high as 38% think that
the population has become health conscious, 32% say it is due to scarcity of
drinking water and 25% say it is due to increased advertisements while 5% say
that there may be other reasons like higher living standars, more disposable
income etc.
HYPOTHESIS TESTING
DF=4-1=3
At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82.
χ 2 =108.7
Interpretation:
As the Chi-square test statistics value 108.07 exceeds the critical value of
7.82 hence null hypothesis is rejected and hence we reached at the result
that our alternate hypothesis is accepted. Hence it can be concluded that
Last five year seen a tremendous growth in the mineral water segment.
The growth rate has been very high, owing to increased health
consciousness amongst the population, arising from scarcity of potable
drinking water.
7. FUTURE PROSPECTS OF MINERAL WATER
MARKET
Weakness
Opportunity
Numbers of players like Kinley and other local players are present
in the market have already captured the market.
Tough competition from MNC's like Coke & Pepsi.
Fluctuation in sales due to seasonality.
Local manufacturers who refill used bottle Hampers the image of
the industry.
Water filters and soft drink industry is a major threat to industry.
Coke and Pepsi are already having strong distribution network in
bottle water industry with their own fleet of trucks & vans.
PEST ANALYSIS
Political Analysis
Government failure to provide safe drinking water.
Laws encouraging ground water exploration.
Environmental regulations.
Economic Environment
Developing Economy.
Better infrastructure:
Social Environment
Scarcity of water.
Health conscious people.
Population growth rate.
Technological Environment
Economies of scale
CHAPTER SIX
DISCUSSIONS OF STUDY
100 consumers & 50 retailers were identified in some of major areas in the
city for conducting the survey.
Brand awareness of the customers is mainly more about the top, more
publicized brands which they also brought more.
Initially we enquired about the numbers of brands that the retailers sell
and most of them specified not more than 3 - 4. This indicates that the
retailers prefer only the main brands.
Here two basic questions as to which brands are selling more and
which one is being supplied more were combined. The answer was
obvious and i.e., the one which is sold more is supplied more and it is
'Bisleri' (in most cases).
Mostly the demand by the customer is the main reason for selling of
particular brand of packaged drinking water by a retailer but there were
considerable number of retailers who said higher margins was also one
of the deciding factors.
It was a mixed reaction of the retailers when asked about the highest
margin paid to them by a company out of the total 50, majority said
that Bisleri paid the highest.
Consumer’s answer to which size of bottle they prefer was 500ml and
1ltr bottles.
Regarding the growth and future prospect of the mineral water market
nearly all of the retailers were optimistic and ranked it as a very rapidly
growing excellent market.
CHAPTER SEVEN
After analysis of the data & facts we have collected from consumer
& the retailers & matching them with the objectives one can say that
there is very good future for mineral water market. Soft drink
market might be some threat to the mineral water at present but
within few years the scenario is going to change. Trend signifying
increasing health consciousness amongst Indians could also be
observed.
Market has seen a tremendous growth from the early nineties & now
it is increasing by 40% every year so one can easily say there is great
potential in the mineral water market.
Finally from the data collected at both primary and secondary level
one can confidently say that Bisleri as packaged water brand is the
current market leader.
CHAPTER EIGHT
LIMITATIONS OF THE STUDY
Any research or study always has some limitations under which this has to
be undertaken. This one too was not an exception. These limitations are
poised by the environment some external and some inherent. This study
has been conducted with utmost consideration to the adequacy of data and
quality of information, though as mention earlier the reliance on the
sources cannot be minimized to zero in context of precision. The limitation
can be enlisted as hereunder:-
However in spite of these limitations all efforts have been put to make the
report correct, genuine, and fulfilling the objectives of the reports.
CHAPTER NINE
REFERENCES
OTHERS –
Internet
Magazines
• en.wikipedia.org/wiki/Bisleri
• www.finewaters.com/Bottled_Water/India/Bisleri.asp
• www.bisleri.com/
• www.bottledwaterindia.web
• www.nrdc.org/water/drinking/
ANNEXURE
CONSUMER QUESTIONNAIRE
QUESTIONS
a) Always b) Sometimes
c) Often d) Never
Q2. When feeling thirsty you opt for Mineral water over Soft drink,
juices etc
a) Always b) Sometimes
c) Often d) Never
Q3. How many brands of mineral water are you aware of?
a) 0-2 b) 3-5
c) 6-10 d) 10 and above
a) Yes
b) No
c) Can’t Say
a) 500 ml b) 1 ltr.
c) 5 Itr d) 20 Itr
Q6. Do you think mineral water is much more hygienic than normal
water?
a) Yes b)No
Q7. Do you think the price the companies are charging, is worth the
product?
a) Yes b) No
Q8. Does advertising of this product has any effect on your purchase?
a) Yes b) No
Q9. Do you think Indians are getting more health conscious day by
day?
a) Yes b) No
a) Bisleri b) Kinley
c) Aquafina d) other
RETAILER'S QUESTIONNAIRE
QUESTIONS
Q1. How many brands of mineral water do you sell (specify)?
a) 2-3 b)3-5
c) More ___________
a) Advertised b) Non-Advertised
c) Both
a) Bisleri b) Aquafina
c) Kinley d) Others
a) 500 ml b) 1 ltr
b) 51tr d) 20 Itr
a) Bisleri b) Aquafina
c) Kinley d) Others
Q6. Do you feel there is growth in the mineral water market in the last
5 years?
a) Yes b) No
Q7. If answer to above question is yes, then what do you think is the
reason for this
growth?
a) Excellent b) Good
c) Average d) Poor