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Packaged Drinking Water

Prof. Ramanuj Majumdar
IIM Calcutta
Oct 26
th
2006
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Introduction

Phenomenal increase in demand for bottled water from
just 2.0 mn cases in 1990-91 to 76 mn cases in 2004-05
Market growth rate of more than 20% a year
Annual revenues of more than Rs 12 billion
More than 180 brands in the unorganized sector.
Per capita consumption (per year) of bottled water
India - less than half a litre
US - 45 litres
France - 111 litres
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Demand Drivers

Tourism
Emergence of BPO and call centers
Growth in food industry
Aquifer depletion
Water pollution
Awareness and standard of living
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Segmentation
Customers
Individual buyer
Bulk buyer
Channel
On-trade
Off-trade
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Trends
Manufacturing and packaging
New SKUs such as cups
Jumbo home pack with spout
Core consumers
Shift from 1 litre bottles to 20 litre pack
Consolidation and expansion
Coca Colas purchase of Good Water
Parle investing Rs 2600 million in a new facility
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