Bottled Water Market in India 2010 - Market Size, Driver and Challenges PDF

Bottled Water Market – India (Part I)
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Executive Summary

Rapidly growing market with packaged drinking water comprising 90% and natural mineral water
10% of the total market
Market Pouches lead the sales of Packaged Drinking Water while imports of Natural Mineral water
making a surge over exports
Drivers: Rise in income and consumption, Sound economics and high profitability, Water shortage and low
bottled water consumption, Increasing consumer awareness on health issues, Increase in water borne diseases,
Drivers & Archaic government laws supporting groundwater exploitation, Growth in foreign visitors and expatriate
population
Challenges
Challenges: Inefficient transport infrastructure, Low-entry barriers and threat of low-quality products, Possible
threat from public campaigns and litigation, Brand & category differentiation, Increasing use of water purifiers
Recent Brand Building activity

Continued focus on institutional sales
Trends Wide packaging formats
New entrants from other industries, especially retail and hospitality
Launch of Flavoured water
Possible export of Himalayan natural mineral water
Packaged Drinking Water segment
– Fiercely competitive and includes a sizeable unorganized sector
Competition – Bisleri, Coca Cola, PepsiCo and Manikchand are market leaders
Natural Mineral Water Segment
– Increasing competition with equal market share between Tata’s Himalayan brand and others
BOTTLED WATER MARKET IN INDIA 2010.PPT 2

3
BOTTLED WATER MARKET IN INDIA 2010.PPT
•Drivers & Challenges

•Key Developments
•Market Overview
•Competition
•Trends
Indian bottled water industry is rapidly growing with a boost
in sales and large number of consumers

Overview Market Size – Retail/Off Trade Market
•Bottled water market is one of the fastest mn ltrs
growing and competitive industries in India
6,000 +19% 5,359
•Retail/Off trade market accounts for 48% of 4,703
the bottled water market while institutional 4,021
4,000 3,342
sales make up for the rest 2,669
•Market comprises of two segments: 2,000
Packaged drinking water: Water from any source,
which is treated for consumption 0
Natural Mineral water: Drawn from a natural 2008 2009 2010e 2011e 2012e
underground source
Pack sales – Off Trade/Retail (2008)
•Packaged water shows greater penetration
with greater sale values and market for 9%
natural mineral water is still nascent
500ml
Packaged drinking water accounts for 90% of the
retail sales market 1l
34% 49% 2l
•Pouches have a greater share in the market in
terms of packs sold in different parts of India Pouches
6% Bulk (>5l)
•Increasing mobility of consumers has led to
2%
the varied differentiation among pack sizes
Source: Business Today “Why Ramesh Chauhan is high on water”, September 2008; rediffnews “Packaged water biz at Rs 1,800 crore this summer”, May2007; Investor
Ideas “Water - India needs massive investments”, August 2007; Valune Notes Cool packaged drinking water heats up”, December 2007; Pepsico Presentation “Packaged
Water Industry in India : An Overview”, Jun 2009

Packaged drinking water segment dominates the market
compared to the natural mineral water segment

Parameter Packaged Drinking Water Natural Mineral Water
• Water from any source is treated and purified • Drawn and packaged at natural sources
for human consumption without any treatment and should not be bulk
Description transported and bottled at another location
• Groundwater is the primary source
• Himalayan aquifer is the main source
BIS Specification IS 14543 : 2004 IS 13428 : 2005
Segment Size 90% 10% (including premium sub-segment)
• Pouches Bottle: 500 ml, 1 ltr
• Glasses
Packaging
• Bottle: 330 ml, 500 ml, 1 ltr, 2 ltr, 5 ltr
• Bulk packs: 20 and 50 ltr
INR 10-15 (1 ltr) • Regular: INR 20 and above
Pricing
• Premium: INR 80 to INR 125
• Very high: >800 brands mostly local • Low: 14 licensees (as per BIS records)
Competition • Few national players and a large number of • Includes premium imported brands
small, regional producers
• Differentiation from competitors • Transportation cost due to single source
Challenges • Low consumer awareness of difference
between packaged and natural mineral water
Key proposition Safe potable water at affordable prices Health and wellness
Source: Hindu “Natural mineral water vs packaged drinking water”, June 2007; Frontline “The structure and economics of the Indian bottled water industry”, April 2006;
Investor Ideas “Water - India needs massive investments”, August 2007; Moneycontrol.com “War in bottled water industry?”, June 2005

Retail and institutional sales have emerged as equally
important distribution channels for bottled water

Distribution Channel
Retail/Off trade Institutional/On trade
• Institutional sales typically includes sales to airlines,

• Includes modern organized retail formats as well as restaurants/hotels, multiplexes, corporate event
traditional ‘Kirana’ stores • Direct bulk purchases from manufacturer
• Primarily, retailers stock packaged drinking water as • On trade channels:
demand for mineral water is dependent on the Includes restaurants, hotels, airlines and multiplexes
profile of the neighbourhood Manufacturer’s price is around the same as for retail i.e.
15-20% lower than MRP
• Margin for distributor plus retailer typically varies
Charge premium rates to include “service charges” and
between 15-20% cover other expenses
• Distributors typically get between 5-10% while retailers
Exclusive availability is often practised – especially in
get 10%
Airlines/Multiplexes
• For modern retail formats, purchase is typically direct Gradually, private labels are getting established
from manufacturer giving benefit to price more • Other institutional channels:
aggressively Includes corporate/events
• Discounts eats in to the margins substantially Prices are highly variable depending on volumes and
Discounting in retail could be as high as 20-30% negotiation
• Discounting in retail could be as high as 50-60%
Source: Ministry of Commerce & Industry Department Of Commerce: Export Import Databank

Pouches lead the sales of packaged water with the southern
region originating as the highest market for bottled water

Regional Share – Bottled water Regional sales – Off trade/Retail Market
East
•Consumption varies across regions and is
5%
primarily linked to the level of prosperity
•Production is concentrated in South India West
28%
where ~50% of all bottling plants are located
52% South
•In pack sales, southern region occupies more
than half the retail sales of bottled water in
15%
India with a large number of bottling plants
North
Tamil Nadu and Andhra Pradesh accounts for 26%
and 21% respectively of the total retail market Bulk water consumption – Region wise
Gujarat in western region accounts for 14% of the West East
total retail sales 4%
•In bulk water consumption, Tamil Nadu North 1%
22%
accounts for 70% of the market, followed by
Delhi (10%)
73%
South
Source: Pepsico Presentation “Packaged Water Industry in India : An Overview”, Jun 2009

Premium natural mineral water finds a greater share in the
imports and exports of bottled water

Bottled water – Import Import of Bottled water
• Imported bottled water predominantly comprises INR mn
premium natural water brands e.g. Evian, Perrier etc. 200
• These natural mineral water brand are priced higher 162
than the regular natural mineral water brands 150
available in India 102
100 81 75
• Modern retail formats serve as a lucrative channel 49
for the proper sales of these water brands 50
• The largest originating countries are France, Bhutan, 0
UK, UAE, Germany and Singapore 2004-05 2005-06 2006-07 2007-08 2008-09
Bottled water – Export Export of Bottled water

• Exports generally restrict themselves to the natural
mineral water category INR mn
• Himalayan being a major exporter is the only natural 50 44

mineral water product accepted by foreign standards 40 36
• Countries often importing water from India include 30 25 25
USA, Maldives, Nepal and Canada 20
19
10
0
2004-05 2005-06 2006-07 2007-08 2008-09
Source: Ministry of Commerce & Industry Department Of Commerce: Export Import Databank

9
BOTTLED WATER MARKET IN INDIA 2010.PPT
•Drivers & Challenges

•Key Developments
•Market Overview
•Competition
•Trends
Drivers & Challenges

Drivers Challenges
Rise in income and consumption Inefficient transport infrastructure
Sound economics and high Low-entry barriers and threat from

profitability low-quality products
Water shortage and low bottled water Possible threat from public campaigns
consumption and litigation
Increasing consumer awareness on
Brand and category differentiation
health issues
Increase in water borne diseases Increasing use of water purifiers
Archaic government laws supporting

groundwater exploitation
Growth in foreign visitors and
expatriate population

Cumulative rise in income and leading share of food &
beverage in consumer budget will drive the market

Rise in income and consumption Impact
• Cumulative rise in incomes of the rich and upper middle class continues to fuel growth in
consumption and higher spending
• Despite decline of F&B as share of wallet, the segment will continue to account for the largest
category
• In urban markets, growth will also be driven by the propensity to spend on “lifestyle” items and
dining out
This phenomena will contribute to the growth in natural mineral water segment
• Non-alcoholic beverage consumption is expected to grow rapidly at 7% p.a. till 2015 driven by
introduction of more packaged products akin to developed markets
Share of Wallet (%) Aggregate Annual Disposable
Income (INR tn)
Healthcare*
7 9 13 90
5 Education & recreation
2 6
3 9 Communication 24% Globals
17 6
19
8
Transportation Strivers
3 20 23%
9 Personal products & services Seekers
12 3 44
12 11 Household products 15%
6 3 9% Aspirers
5 10 Housing & utilities 24 9% 34%
34% Deprived
5 Apparel 7%
41 34 49% 13% 33% 15%
25 Food, beverages, 23% 9% 3%
& tobacco
2005 2015e 2025e
2005E 2015F 2025F
Source: Afaqs “Bisleri's expansion thirst”, Mar 2010; FnBnews “Drink worth taken!”, Apr 2010; McKinsey Global Institute “Rise of India’s consumer market”; Nielson Upper
Middle and Rich (UMAR) Survey 2009; Businessworld Marketing Whitebook 2010 -2011

Cost of producing packaged drinking water is extremely low
specially with regard to the transportation costs

Extremely low cost for producing packaged drinking water Impact
• Cost of water is virtually zero since archaic laws allow groundwater exploitation and charges are
not in line with the end-market
• Transportation is the key cost factor and is dependent on strength of the distribution network
Leading brands reduce transportation costs on the strength of existing distribution network while regional
brands concentrate on higher penetration in a limited geographical base
Transport costs for mineral water are much higher since it is typically sourced from one location
Per Litre estimates Lower Upper Lower Upper

Groundwater1 0.02 0.03
Cost Total2 2.87 4.27
Cap 0.25 0.25
Bottle 1.50 2.50
Treatment 0.10 0.25
Label 0.15 0.25
Market Price 10.00 13.00
Carton 0.50 0.50
Transportation 0.10 0.25
Others (tape, case) 0.25 0.25 HIGH
BIS Certification 0.02 0.02 PROFITABILITY
Sound
Sound economics
economics and
and resultant
resultant high
high profitability
profitability isis the
the strongest
strongest driver
driver
1 Cost of water per litre is calculated assuming that 2-3 litres of groundwater is required to generate 1 litre of bottled water.
2 Excluding labour, marketing and tax
Source: Hindu “Natural mineral water vs packaged drinking water”, June 2007; Frontline “The structure and economics of the Indian bottled water industry”, April 2006

Water shortage in major areas and very low per capita
consumption provides opportunities to players

Water shortage and low bottled water consumption Impact
• Most places in India face water shortage and where available, it is mostly unfit for consumption
and the constant failure of the government or public authorities to fulfill this basic need
• Despite numerous plans, provision of safe drinking water by the government remains a distant
reality ensuring a long and prosperous future for the bottled water industry
• The low per capita consumption of bottled water in India provides a plethora of opportunities
to the players to exploit the needs of the consumers
• Dependence on or use of bottled water among the sources of drinking water in major cities is
getting established with 0.8% of households across 7 major cities citing its usage
This establishes a cumulative demand for packaged water for safety amongst the consumers
Source Dependence for Water1

Per capita consumption of Bottled water
Municipal Lts
92.0%
Tap Water
Global 25
Tubewells 38.1%
Well 1.0% India 5
For drinking only
Tanker 2.1% whereas other US 130
River/canal/tank 0.4% sources are
Mexico 269
applicable to all
Packaged Water 0.8% activities Thailand 245
Others 1.1%
Italy 117
Source: Tata Institute of Social Science “Water Poverty in Urban India: A Study of Major Cities” Note1: Survey of households conducted in 7 cities across India
Bottled water Reporter “Confronting Challenges”, May 2009

Rising health concerns in consumers and awareness likely to
boost the consumption of packaged water

Rising consumer awareness Impact
• Consumer awareness of the hazards in consuming tap water, especially outdoors, is increasing
• In households, the use of bulk water packs is rapidly increasing as an alternative to water
purifiers, which are rendered useless in water shortages
• The major players are also taking the initiative of educating the rural masses
Bisleri, carried a survey in 60 small districts around India and educated them about hazards of duplicate
brands
• Rising consumer purchasing power, especially of the middle class, and low prices is transforming
bottled water to a product for the masses
• Recent outbreak of pesticides in soft drinks has also influenced the consumers as to choose
packaged water as a substitute
• Increasing penetration in rural areas, primarily among travellers, is also driving the market
Source: Afaqs “Bisleri's expansion thirst”, Mar 2010; Business Standard “Cool packaged drinking water heats up”, June 2008 ; Frontline “The structure and economics of
the Indian bottled water industry”, April 2006; FnBnews “Drink worth taken!”, Apr 2010

Increase in water borne diseases and archaic laws
supporting groundwater has driven the market

Increase in water borne diseases Impact
• There has been a surge of water borne diseases raging in India, due to hazardous water supply
specially in the rural areas
• In India, water borne diseases cause more than 1.5 times the deaths caused by AIDS and twice the
number of deaths caused by road accidents
~1,600 Indians are dying every day because of waterborne diseases
~4 mn people in India are affected by water-borne diseases every year
As many as 400,000 children die from diarrhea every year
Around 7.5% deaths in India are caused by water, sanitation and hygiene
• With degrading quality of water supply in these areas, a large number of people are dying
regularly
• Recent, fear of the H1N1 influenza virus and repeated guidelines issued by the government and
doctors to consume clean water to stay virus-free has also spurred growth of fresh packaged
water
Archaic laws supporting groundwater exploitation Impact

• Current laws permit landowners to freely draw groundwater from surrounding areas without
limits thereby supporting exploitation of public resources
• In 2006, the government formulated a draft policy to regulate commercial extraction of ground
water and to date it has not been put into practice
Source: Afaqs “Bisleri's expansion thirst”, Mar 2010; Business Standard “Cool packaged drinking water heats up”, June 2008 ; Frontline “The structure and economics of
the Indian bottled water industry”, April 2006; Financial Express “Tata’s new small innovation” January 2010

Growing number of foreign visitors is likely to particularly
boost natural mineral water segment

Growth in foreign visitors and expatriate population Impact
• In recent years, growth in tourism and international business traffic has resulted in increasing
number of foreign visitors to India
• Moreover, presence of many MNCs, offshore operations, and IT/BPO companies is also spurring
growth in expatriate population
• This has in turn boosted the demand for packaged water also, however the major positive impact is
on the natural mineral water segment
• Combined, these two segments represent a very niche market of consumers, many of whom are
accustomed to drinking mineral water, especially in India
• The higher degree of safety offered by natural mineral water as opposed to issues faced by
packaged drinking water such as pesticide content, counterfeit products, and poor quality, lends the
former to greater demand from this niche segment
Foreign Tourist Arrivals (mn)
mn +9%
6 5.1 5.3
4.4
4
2
0
2006 2007 2008
Source: Ministry of Tourism, Industry Report; Businessworld Marketing Whitebook 2010-2011

Transportation is likely to remain the biggest challenge
apart from the low entry barriers

Inefficient transport infrastructure Impact
• Transportation, which is the key cost factor, is a challenge due to the vast size of India as well as
the inefficient and insufficient infrastructure
• For domestic natural water companies, transportation costs account for nearly 25% of costs
• To get a sense of costs, typically transporting water costs nearly Rs. 30 per case freight (1 case =
12 litres typically) for a distance of 200 kms
• However, leaders are emerging with innovative distribution methods:
Distributed plants: Bisleri is setting up plants in new cities to lower transport costs
Natural Mineral Water: Plans to use railways to transport Himalayan water across long distances (Tata
Himalayan). Sourcing and bottling water from mountains other than the Himalayas. (Bisleri)
Low entry barriers and threat from low-quality products Impact

• Considering the extremely low cost of manufacturing bottled water and lax regulations, the
entry barriers for the packaged drinking water business are extremely low
Prices of packaged water is generally same throughout and thus, local brands proliferate profits by
supplying unsafe water
• There are instances of small players using trademarks of established players
• Unsafe water from small regional and unorganized players can negatively impact the image of
the entire industry
Source: Afaqs! “Bisleri's expansion thirst”, Mar 2010; Business Line “Himalayan ambitions”, June 2008; 4psbusinessandmarketing “Bottled Up and battlelines drawn”, May
2008; Business Today “Water Wars”, September 2001

Threat of public campaigns against groundwater continues
and brand differentiation are a challenge

Possible threat from litigation and public campaigns Impact
• In recent years, bottlers have faced public campaigns and litigation against groundwater
exploitation by local communities living near their plants
• Similarly, there was public outcry over pesticides found in carbonated beverages, which
impacted bottled water as well since both are made from the same contaminated groundwater
• Similar action cannot be ruled out in the future and large brands are likely to suffer the most
• Increased protests from public authorities and consumer cells are casting obstacles for the
manufacturers
Nationalist Congress Party’s (NCP) consumer cell launched “Mission Ganga” drive to protest against
packaged drinking water in Mar 2009
They also put forth arguments that packaged water actually leads to health detrimental effects and also
degrades the environment through dumping of bottles in drains and roadsides
Brand and category differentiation Impact

• In the crowded packaged drinking water segment, it is difficult for companies to differentiate
their product since most marketing campaigns focus on purity
Major companies like Coca Cola and PepsiCo have used smart merchandising and extensive advertising to
capture market share
Rural masses are unaware of the hazards and they land up paying same price for a local unsafe brand
• For natural mineral water brands, the challenge is that most consumers are unaware of the
difference between packaged drinking water and natural mineral water
Source: Expressindia “NCP launches Mission Ganga to protest packaged drinking water”, Mar 2009; Asia Times “Public water, privately bottled profits”, May 2008

Increasing use of water purifiers and their lower costs have
created a threat to the sale of packaged water

Increasing use of water purifiers Impact
•The water treatment companies are increasing their foot holds owing to the shortage
of safe drinking water in most of the regions of India
•There is a surge of water purifying equipments being launched in the market which
serve as a possible threat to the market of bottled water sellers
•Major companies like Eureka Forbes, ION Exchange have upgraded their purifying
systems and newer companies like Kent RO and Nuchem weir have also stormed the
market with renewed energy
•These purifiers tend to occupy a good substitute in the households and offices to
packaged water:
The possible threat is faced by the market for the large packaged container(20 lts) section of
the manufacturers
The prices of these purifiers are also lowering steadily owing to the growing popularity
They serve as a one-time investment for safe drinking water for a longer period of time
The aggressive marketing and advertising has also led to its widespread use
Source: Financial Express “Tata’s new small innovation” January 2010; Businessworld Marketing Whitebook 2010-2011

Thank you for the attention

The Bottled Water report is a part of Research on India’s Food & Beverage Industry Series.
For more detailed information or customized research requirements please contact:
Gagan Uppal Gaurav Kumar

Phone: +91 98364 71499 Phone: +91 98303 09715
E-Mail: gagan.uppal@netscribes.com E-Mail: gaurav.kumar@netscribes.com
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Bottled Water Market – India (Part I)

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Recent Brand Building activity

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Retail/Off trade Institutional/On trade

• Institutional sales typically includes sales to airlines,

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Bottled water – Export Export of Bottled water

• Himalayan being a major exporter is the only natural 50 44

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Rise in income and consumption Inefficient transport infrastructure

Sound economics and high Low-entry barriers and threat from

Increase in water borne diseases Increasing use of water purifiers

Archaic government laws supporting

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Per Litre estimates Lower Upper Lower Upper

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Source Dependence for Water1

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Archaic laws supporting groundwater exploitation Impact

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Foreign Tourist Arrivals (mn)

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Low entry barriers and threat from low-quality products Impact

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Brand and category differentiation Impact

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Gagan Uppal Gaurav Kumar

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