NTRODUCTION

Bovonto is a soft drink popular in south India, especially Tamil Nadu with a select fan

following. It is manufactured and marketed by Kali Mark, Which has offices and bottling plants at

several towns/cities in Tamil Nadu.When Pepsi and Coke entered the market, they sold 300 ml

bottles at Rs 5, while Bovonto sold for Rs 8. Kalimark maintained its price. Kali mark is an Rs 100

crore brand now. Bovonto does not do much aggressive marketing, they mostly rely on word of

mouth. Kalimark. Recently to increase their penetration they started to appear in TV shows.

ABOUT BOVONTO

The product Bovonto came into existence in 1916, in Virudhunagar under Mr. P.V.S.K.

Palani Appa Nadar. The company is being run by the fourth generation of the family. During the

1990s, almost all of the local soft drinks were either bought or driven out of business by aggressive

pricing and marketing by foreign competitors. But Kali mark made a strong ground in Tamil Nadu

with almost all small players out of the game. Recently Kali mark group has reinvented itself with

modern technology for production. The shape of Bovonto pet bottle was redesigned and production

was increased. During the decade the soft drinks are sold in pet bottles and have installed pet bottle

evaporating” said that, the Original bottled beverage, is finding its market share beverages down

over time. After regaining the market for decades, Bovonto is finding it tough to sell extra volumes.

he market size for bottled beverage in the first two months of the calendar year was 12.5 million

cases, up by more than 30 per cent, from 9.5 million cases in the corresponding period last year.