Minor Project Report

To study the Indian packaged water industry with a focus on Bisleri

Submitted in requirement of fulfillment of BBA Degree of GGSIPU,

New Delhi

Submitted By
Name: Ramish Hasan Khan
Enrolment No.: 35915601721
Semester: IV
Batch: 2021-2024

Dr. Akhilesh Gas Gupta Institute of

Technology & Management
(Affiliated to GGSIPU)
FC-26, Shastri Park, New Delhi-110053
 DECLARATION

I take this opportunity to express my profound gratitude and deep regards to my guide Ms.
Rabia Sharminfor his exemplary guidance, monitoring and constant encouragement
throughout the course of this project. The blessing, help and guidance given by his time to
time shall carry me a long way in the journey of life on which I am about to embark.

Ramish Hasan Khan

 CERTIFICATE

This is to certify that the project titled “To Study The Indian Packaged Water Industry
With Focus on Bisleri” is an academic work done by Mr. Ramish Hasan Khan submitted
in the partial fulfillment of the requirement for the award of degree of Bachelor of Business
Administration at Dr. Akhilesh Das Gupta Institute of Technology & Management under my
guidance and direction.

Ms. Rabia Sharmin

Faculty Guide
 ACKNOWLEDGEMENT

The successful completion of the project would be incomplete without the mention of the
people who made it possible.
I would like to take the opportunity to thank and express a deep sense of gratitude to my
Project Guide, Ms. Rabia Sharmin,School of Business Studies (BBA), Dr. Akhilesh Das
Gupta Institute of Technology & Management (Formerly NIEC, Delhi), Affiliated to
GGSIP University, New Delhi, who in spite of his busy schedule has co-operated with me
continuously and has provided valuable guidance at all stages of the study, that has been
certainly indispensable for my project work. I am also thankful to for his support.
I owe my wholehearted thanks and appreciation to Mr. Amit Yadav, DI, School of Business
studies (BBA) for his continuous encouragement and cooperation during the course of my
study.
I express my sincere thanks to the Prof (Dr.) Divya Gangwar, Course Director, School of
Business Studies (BBA) for being a constant source of knowledge, motivation and guidance.
I would also like to convey my warm regards to my family members and friends for their
kind support and helping hand.

Student Name: Ramish Hasan Khan

Enrolment No.: 35915601721
BBA IV Sem Batch 2021-2024
 TABLE OF CONTENT

S. No. Content Page No.

1. Chapter -1
1.1- Introduction to the Project

2. Chapter -2
Objectives
3. Chapter -3
Literature Review
4. Chapter -4
Research Methodology
5. Chapter -5
Data Analysis and Interpretation
6. Chapter -6
Conclusion and findings
7. Suggestions

8. Bibliography and References

CHAPTER-1
INTRODUCTION
 INTRODUCTION

The concept of bottled mineral is quite a new one for Indian People. Since we never
consider these things as necessity and especially when we are paying for natural resource like
water which is available freely. The bottled water market has recently seen growth; the
reason behind this may be the growing health consciousness among Indians or non-
availability of pure drinking water. Most of the users are daily travellers, patients or it is used
in parties/seminars. Moreover 30% of the whole mineral water customers are travellers.
When governments spoke about providing drinking water to all, little did one imagine that
MNCs would package it and sell it to us. The advent of the small bottles has increased
consumption. Buying water near the bus stop or at the railway station has become a routine.
Indian water market has many companies selling water, on an whole there are more than 300
big & small players in the market some of the big players are Bisleri, Aquafina, Kinley,
Purelife, Mcdowell etc. these companies are dealing in same market, same price & also same
capacity. Bisleri is owned by Parle group, Aquafina is owned by Pepsi, Kinley is owned by
Coke, Nestle has Pure life. But some small players also have sufficient market share in their
local market, like prime, silver drop, royal fresh are very popular in the congested region.
Bisleri is most popular brand in North India. Bisleri is having big contracts like with air
Indian & some part of Indian railways. 9 Since the early 1990s, Indian attitude have changed
and people are flocking to the cities at a frenetic pace - one-third of Indian now live in urban
areas. But in many parts of the country, quality of water is still a major concern. Given the
extreme climatic conditions in India, especially the heat and dust, plus the fact people are
now prone to dehydration because they commute further for work and social activities, the
issues of safe drinking water is more prevalent than ever. As the mercury soars, so do the
sales of bottled water. The advantage it has is unlike the Colas and other drinks dispensed
from vending machines, a bottle fits into a handbag and can be carried conveniently. The
trend of using mineral water for drinking purpose started as a means to take advantage of the
therapeutic value of water. This trend gained potential momentum during 1970s and ever
since bottled water was exported every year from mineral springs in France and other
European countries. In western countries,the practice of bottled drinking water started during
1950s. The first launch of bottled water in India was the launch of ‘Bisleri’ of Parle company
during 1968-69 which was a major flop as the Indian population was not prepared to accept
the concept of purchasing water. The market of bottled water remained weak and inactive for
as long as 20 years. The relaunch of Bisleri in 1994, however, was a success due to the

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growing awareness and high consciousness of health and hygiene among people. Today
many medical stores in the city are doing very well with the sale of branded bottled water.
The brand name plays an impression on the human mind. Bottled water is available in
quantities of 330ml, 500ml, 1lt, 1.5lt, 2lts, 5lts, 10lts, 20lts and 50lts

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CHAPTER-2
OBJECTIVES
 OBJECTIVES

.
1. To find the retailers and consumer’s view on the mineral water market and to
assess the future prospect of the market.
2. To find the potential of Mineral water market in Delhi & its NCR.

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CHAPTER-3
LITERATURE REVIEW
 LITERATURE REVIEW

Anette Veidung (2011)79 with the largest bottled water market, Europe, maturing and
competition intensifying it becomes increasingly important for the actors to stand out to the
consumer. In order to stand out and capture the consumers‟ attention the bottle design
becomes an important mean of differentiation. Especially because consumers‟ tend to scan
shelves in order to find the product that pops. Furthermore, when confronted with a bottle
design the consumer will have a perception about its quality and an intention of purchase.
The purpose of this thesis is thus to uncover the relationships between bottled water’s design
and the consumers‟ perception of the quality of the water contained in the bottle as well as
consumers‟ purchase intention. Furthermore, this thesis also investigates how these initial
decisions are affected through the introduction of additional information about the bottled
water’s country of origin followed by the bottle’s brand.

Yvone Lieketseng Liee (2011)77 discussed that bottled water, like any drinking water used
for human consumption, should be safe and wholesome to ensure adequate public health
protection. This is due to potential health effects of concern such as endocrine disruption,
toxicity teratogenicity, mutagenicity and carcinogenicity. Despite the number of regulatory
bodies, publications on bottled water and speculations on its public health significance, many
questions remain to be answered. One of the questions is whether the shelf life of bottled
water is a cause for concern. The aim of the study was to determine the shelf-life of various
commercial bottled waters by monitoring the variation in microbiological, chemical and
aesthetic qualities of bottled water.

Richard (2011)67 in his article examined the sales increase of bottled water from 2007-2010,
the study revealed that the bottled drinking water continued to perform well in all the three
years. It was also observed that the sales increase may be due to change in the attitudes of
customers towards maintaining their health. The research was able to address by means of
analyzing both the customers and the retailers.

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CHAPTER-4
RESEARCH METHODOLOGY
 RESEARCH METHODOLOGY

Sample Size
Regions of Delhi & its NCR were covered for the study. I took 50 consumers and 10 retailers
as my respondents. The primary data have been collected through 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.

Analysis
Then analysis of the questionnaire filled by the consumers & the retailers is done on the
percentage base analysis & theoretical base analysis. On the bases of this analysis graphs
were prepared showing the relationship between two variables. The analysis formed the bases
of the inferences drawn and reached the conclusion of the study.

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CHAPTER-5
DATA ANALYSIS AND INTERPRETATION
 DATA ANALYSIS AND INTERPRETATION

MARKET SHARE: Currently, Bisleri continues to lead in the Rs 700-1,000 crore organised,
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.

Bisleri Aquafina Kinley Others

Product & Packaging:

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.

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BOTTLED WATER ANALYSIS

PARTICULARS Mg/litre
TDS 160
Ph Factor 7.2
Calcium 13.6
Chlorides 22
Bicarbonate 58
Magnesium 7.8
Nitrate 2
Sulphates 19.3
Hardness 66.1

SWOT ANALYSIS:

Strengths:

 First mover in this business since 1969.

 Good brand awareness and brand positioning.

 Core business of company.

 Available in different packs like cups, 500 ml, 1 lit, 1.2 lit, 2 lit, 5 lit and 20 lit.

 Has become generic name in the mineral water market.

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Weakness:

 Lack of Global Awareness of brand.

 Lack of technological up gradation.

 Market coverage is not fully utilized.

 Institutional sales are not penetrated properly.

Opportunity:

 People are becoming health conscious.

 Influence of tourists and expatriates.

 Unreliable municipal water quality.

 Indian bottled water industry is still at growth stage.

 Bisleri as a daughter company of Parle has a strong presence in India.

Threats:

 Fluctuation in sales due to seasonality.

 Tough competition from MNC's like Coke & Pepsi.

 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.

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WHICH BRAND DO YOU PREFER WHILE BUYING MI
MINERAL
WATER?

Name of Brand Consumer preferences

Bisleri – Most Preffered 60%

Kinley 20%

Aquafina 12%

Others 8%

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NUMBER OF RESPONDENTS USING MINERAL WATER
FREQUENTLY

40%

35%

30%

25%

20%

15%

10%

5%

0%
Always Often Sometimes Never

Always Often Sometimes Never

20% 27% 38% 15%

According to the survey conducted in Delhi & its Ncr it was analyzed that 38% of the mineral
water users go in for an occasional use while there are still 15% of the respondents who
never go for packaged water.

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RESPONDENTS CHOICE AMONGST MINERAL WATER
AND SOFT DRINKS

Chart Title
60%

50%

40%

30%

20%

10%

0%

Mineral Water Soft Drinks

Mineral Water Soft Drinks

55% 45%

Determining whether, in a thirst condition, an average individual opts for mineral water or
soft drink, one can observe that the ratio is quite similar still more preferring Mineral water.

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 BRAND AWARENESS OF MINERAL WATER AMONG
RESPONDENTS

Series 1
60%

50%

40%

30%

20%

10%

0%
0 to 2 3 to 5 6 to 10 10 to above

Series 1

Brands Respondents

0–2 40%

3–5 50%

6 – 10 10%

10 and above 0%

The observation shows 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

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 CUSTOMER PREFERENCES FOR BOTTLE

0.5 ltr 1 ltr 5 ltr 20 ltr

Size of Bottle (in ltrs.) Consumer preferences

0.5 ltr 60%

1 ltr 20%

5 ltr 5%

20 ltr 15%

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CUSTOMERS PREFERENCES REGARDING PRICE WORTH
OF MINERAL WATER

Chart Title
70%

60%

50%

40%

30%

20%

10%

0%
cust

Disagreed Agreed

Respondent’s view Agreed Disagreed

% of respondents 42% 58%

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.

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 EFFECT OF ADVERTISING

56%

54%

52%

50%

48%

46%

44%

42%
Unsatisfactory Satisfactory

Respondents perception Satisfactory Unsatisfactory

% of respondents 46% 54%

The observation shows that most of the populations buy the Mineral water just for the sake of
buying it rather than buying it due to its advertising. Very few people are actually affected by
the advertisement of the product. In the interior parts, people who do not watch much of a TV
generally does not know the importance of ads. So they buy it only for the sake of buying it.

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GROWING HEALTH CONSCIOUSNESS AMONG INDIANS

Agreed Disagreed

Agreed Disagreed

73% 27%

The observation shows that most of the population in Delhi & its NCR now a days is getting
Health Conscious. The reason being the knowledge of the fact that the normal water which
we get is not always very hygienic and may cause many diseases.

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 RETAILER RELATED OBSERVATIONS AND FINDINGS

70%

60%

50%

40%

30%

20%

10%

0%
Advertised Non-Advertised Both

Advertised 35%

Non-Advertised 5%

Both 60%

According to survey, 35% of retailer go in for advertised products and non-advertised

products do not have any weight Around 60% retailer believe in the combination of both
(advertised and non-advertised version). The survey was based on retailers.

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GROWTH DURING THE LAST FIVE YEARS ACCORDING
TO RETAILERS

Advertised Non-Advertised Both

Retailer’s view Agreed Disagreed

% of retailer 67% 33%

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.

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 FUTURE PROSPECTS OF MINERAL WATER MARKET

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Excellent Good Average Poor

Retailer’s Excellent Good Average Poor

prediction
% of 42% 30% 15% 13%

retailers

Saturation for mineral water market is expected with in the next 5 years after which the
market will stabilize from today’s point of view the market looks quite disruptive because of
heavy competition.

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CHAPTER-6
CONCLUSION AND FINDINGS
 CONCLUSION AND FINDINGS

For observing retailers, 20 retailers were identified in some of the major areas in
the city. The following inferences were drawn:

1. Initially we enquired about the number 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.
2. Most of the retailers usually keep highly advertised brands.
3. 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).
4. The retailers’ answers as to which size of the bottle is selling more were inclined
towards the 1 ltr. and 500 ml bottles with certain exceptions.
5. It was a mixed reaction from the retailers when asked about the highest margin paid to
them by a company out of 100
 40% - Bisleri
 20% - Kinley
 15% - Aquafina
 15%-others

After analysis of the data & facts, we have collected from consumers& retailers & matching
them with the objectives one can say that there is a very good future for the mineral water
market. The soft drink market might be some threat to mineral water at present but within a
few years, the scenario is going to change. Trends signifying increasing health consciousness
amongst Indians could also be observed.

The market has seen tremendous growth since the early nineties & now it is increasing
by 70% to 90% every year so one can easily say there is great potential in the mineral water
market.

It could also be observed that the living standards of the People improving & as they are
becoming health conscious are ready to pay for water now. On the question of survival of so

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many companies government has made policies & restrictions from April 2001 which will
force many manufacturers to shut down their factories. But due to potential in the market
companies with quality products will survive.

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.

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 RECOMMENDATION AND SUGGESTION

 Campaign, stalls to beat local brands & create awareness.

 Retailers need to concentrate on 5 and 20 liter bottle which can be possible only if
properly advertised & home delivery of jars are done to the end customers.

 The market is too congested and confused in the Delhi & its Ncr region, so the
company should properly promote & strengthen the distribution channel to survive
the competition.

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 CONSUMER QUESTIONNAIRE

Q 1.How often do you consume mineral water?

a) Always
b) Sometimes
c) Often
d) Never

Q 2. When felling thirsty you opt for?

a) Mineral water
b) Soft drink

Q 3. How many brands of mineral water are you aware of?

a) 0-2
b) 3-5
c) 6-10
d) 10 and above

Q 4. Under what circumstances you opt for mineral water?

a) While traveling
b) During parties, meeting, seminars
c) When drinking water is not available
d) During illness
e) Others

Q5. Which size of bottle do you prefer?

a) 500 ml
b) 1ltr.

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 c) 5 ltr
d) 20 ltr

Q6. Do you think mineral water is much more hygienic than normal water?

a) Agreed
b) Disagreed

Q7. Do you think the price the companies are charging, is worth the product?

a) Agreed
b) Disagreed

Q8. Does advertising of this product has any effect on your purchase?

a) Agreed
b) Disagreed

Q9. Do you think Indians are getting more health conscious day by day ?

a) Agreed
b) Disagreed

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 RETAILER’S QUESTIONNAIRE

Q1. How many brands of mineral water do you sell (specify)?

a) 2-3
b) 3-5
c) More

Q2. What types of brands do you have?

a) Advertised
b) Non-Advertised
c) Both

Q3. Which brand is selling more?

a) Bisleri
b) Aquafina
c) Kinley
d) Others

Q4. Which size of bottle is selling more?

a) 500 ml
b) 1 ltr
c) 5 ltr
d) 20 ltr
Q5. On which brand do you get more margins?

a) Bisleri
b) Aquafina
c) Kinley
d) Others

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Q 6. Do you feel there is growth in the mineral water market in the last 5 years?

a) Agreed
b) Disagreed

Q 7. What is the future prospect of this market?

a) Excellent
b) Good
c) Unlike
d) Poor

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 BIBLIOGRAPHY

PRINT MEDIA:

 Business World
 A&M
 Economic Times
 Business India

WEBSITE:-
 www.bisleri.com
 www.google.com

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