Bottled Water Market India

September 2013

Executive Summary
Market
Bottled water industry is one of the growing sectors in India that has attracted a number of players Growing health consciousness among consumers and changing life styles have made bottled water an essential part of the monthly household expenditure list of Indian consumers

Drivers

Challenges
Spurious brands have flooded the bottled water market Low penetration in rural markets Possible threat from litigation and public campaigns Brand and category differentiation Increasing use of water purifiers New entrants from other sectors results in an increase in the number of brands Wide range of packaging formats to target a diverse group of consumers Bottled water brands are trying to capture market share abroad Key Players

Drivers & Challenges

Growth in urbanization and population Increasing level of health awareness Bottled water is a rapidly growing and competitive market segment Rise in income and consumption Influx of foreign tourists Water shortage Flavored drinking water is a top end innovation within the bottled water segment in India Brand building to give momentum to brand differentiation by consumers Institutions continue to be an important channel to reach out to the core masses

Trends

Competitive Landscape

Mount Everest Mineral Water Ltd. (Himalayan Mineral Water) Coca-Cola India Pvt. Ltd.(Kinley)

PepsiCo India Holdings Pvt. Ltd. (Aquafina) Bisleri International Pvt. Ltd.(Bisleri)

Parle Agro Pvt. Ltd. (Bailey) Dhariwal IndustriesLtd. (Oxyrich)

BOTTLED WATER MARKET IN INDIA 2013.PPT

Macro Economic Indicators Introduction Market Overview Distribution Channel Export & Import Drivers & Challenges Government Regulations Key Trends Competitive Landscape Recent Developments Strategic Insights Appendix
BOTTLED WATER MARKET IN INDIA 2013.PPT

Bottled water is one of the fastest growing industrial sectors in India that has caught the attention of marketers
Bottled Water Market Overview
India is becoming one of the major bottled water consuming countries Consumption of bottled water is expected to grow at a CAGR of 20.1% during 2012-17 It has turned out to be a very lucrative investment sector and has encouraged entry of a number of big and small players Domestic market is split among national brands, local brands and unorganized players

Bottled Water Market Size & Growth

INR bn
250 200 150 100 50 0 100.0 119.3 142.6 249.9

20.1%
171.4

206.5

2012

2013e

2014e

2015e

2016e

2017e

BOTTLED WATER MARKET IN INDIA 2013.PPT

After successfully capturing urban markets, the players are now keen to establish a foothold in rural India
Structure Wise Segmentation (2013)
Organized 25% Unorganized
20%

Region Wise Segmentation (2013)

Urban Rural

75%

80%

Owing to growing health awareness and increased per capita income, sales of bottled water have increased in urban areas in the recent past Although distribution has been extended to rural India, the segment still remains largely untapped and hence offers a huge market potential to the players Organized players dominate the domestic market and are market leaders while unorganized players are extremely small and have mere regional presence
BOTTLED WATER MARKET IN INDIA 2013.PPT

Key players are inevitably present in all the major segments of the bottled water market in India
Market Consolidation
Segments Regular Mid market Premium and Specialty Brand Coverage Kinley, Aquafina, Bisleri Qua and Himalayan Evian and Danone Price Range INR 15-20 per liter INR 25-30 per liter Above INR 100 per liter The bottled water market is marked by dominance of the organized sector

Bottled Water Market Segmentation (2012)

Regular bottled water segment Mid market segment Premium segment
25%

5%

70%

Premium segment is expected to grow considerably with changing urban lifestyles However, local players tend to dominate the regular bottled water market segment

BOTTLED WATER MARKET IN INDIA 2013.PPT

A major share of demand for bottled water arises from Southern India
Regional Demand Share for Bottled Water
Level of prosperity in Southern India influences sales of bottled water in that region Western region accounts for nearly 40% of the market Eastern region accounts for merely 10% of the market Southern region has 3400+ bottling plants This means that nearly 55% of the bottling plants are located in Southern India However, a major problem is that water resources tend to be scarce in Southern India

Market Share of Competitors (2013)

20%

Bisleri 35% Kinley Aquafina Bailey Others

25%

8% 12%

Bisleri, Kinley and Aquafina are the major players in the bottled water segment Bisleri is the market leader and occupies a major share of the market Top domestic players also have an international presence Himalayan mineral water is the leader in the mineral water segment
7

BOTTLED WATER MARKET IN INDIA 2013.PPT

Thank you for the attention

The Bottled Water Market India report is part of Research on Indias Food & Beverage Industry Series. For more detailed information or customized research requirements please contact:
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BOTTLED WATER MARKET IN INDIA 2013.PPT