BOTTLED WATER IN INDIA

2010 Click to edit Master subtitle style PRESENTED BY

SUBHENDU MISHRA REGD.NO.-1001247128 PGDM-SEC(B) REGINOAL COLLEGE OF MANAGEMENT AUTONOMUS
5/18/12

BHUBANESWAR

BOTTLED WATER IN INDIA2010

Drinking-water needs depending on the climate,

physical activity & the body culture.

The growing number of cases of water born

diseases, increasing water pollution,increasing scarcity of pure & safe water etc. have made the bottled water business just like other consumer items.

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INTRODUCTION

More than 200 bottled water brands in

India and among them nearly 80% are local brands.

Indian market is estimated at about Rs

1000 crore and is growing at whopping rate of 40%.

By 2010,it will reach Rs 4000-5000 Crore India ranks in the top 10 largest bottled

with 33% market for natural mineral water. consumer in the world.

water 5/18/12

Cont..
Between 1999 and 2004, the Indian

bottled water market grew at a compound annual growth rate ( CAGR) of 25%-the highest in the world.
The total annual bottled water

consumption in india had tripled to 5 billon litres in 2004 from 1.5 billon litres in 1999. national brands water bottles are available in indian market.

Almost all the major international &

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HISTORY
Mineral bottled water in India under the

name Bisleri was first introduce in Mumbai by Bisleri Ltd., a company of Italian origin in 1965.
Mineral bottled water were in glass bottles

in two varieties- bubbly and still in 1965. FELICE who first brought the idea of selling bottled water in India.

This company was started by SIGNOR

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Cont..
In 1969, Parle started bottling Mineral

water in glass bottles under the brand name Bisleri.

Later Parle switched over to PVC non-

returnable bottles and finally advanced to Since 1995 Mr. Ramesh J. Chauhan has PET containers. started expanding Bisleri operations .substanitially and the turn over has multiplied more than 20 times over a period of 10 years and average growth rate has been 40% over this period.
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Bottled Water Industry in India

The top players in bottled water industry in India

are the major international gaints like Coca cola, Pepsi, Nestle and noticeable presence of national player like Mount Everest, Manikchand, Kingfisher, Mohan Meakins, SKN Breweries, Indian Railway so on.

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Cont
Top multinational players such as Coca-

cola and Pepsi Co have been trying for the past decade to capture the Indian bottled water market. With increasing competition, this sector will register a robust growth in 2010, predict industry analysts. There are about 1200 bottling water plants in India, 600 are in Tamil Nadu.
o

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 Bisleri command a 60%

market share of the organized market.

Presently it have 8 plants

and 11 franchisees all over India fast cathing up, with Kinley holding 20-25 % of the market and Aquafina approximately 10%. smaller players, have 20-25 % of the market share.

Kinley and Aquafina are

The rest, including the

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TOP THREE PLAYERS IN THE INDUSTRY

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1-BISLERI
Founded -

1965

Headquarters India Keypeople - Mr. Ramesh J. Chauhan

(Chairman

Bisleri International Pvt.Ltd.)

Products - Drinking Water

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BISLERI
Bisleri is a brand of mineral water. It is available in 8 pack sizes:250ml cups,

250ml bottles, 500ml, 1L, 1.5L, 2L, 5L, and 20L.

It's headquarters are in Mumbai, India.

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Composition
The composition of Bisleri Water in milligrams

per liter (mg/l):

160-TDS 7.2-ph factor 13.6-Calcium 22-Chlorides 58-Bicarbonate 7.8-Magnesium 2-Nitrate

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PRODUC TS
Bisleri

Mountain Water Mineral Water

Bisleri

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INA
Type

Water Beverage er : PepsiCo, Inc. origin : United States

Manufactur

Country of

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COMPOSITION
The composition of Aquafina Water in

milligrams per liter (mg/l):

162-TDS 7.2-ph factor 13.68-Calcium 23-Chlorides 57.5-Bicarbonate 7.75-Magnesium

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PRODUCTS
Aquafina Sparkling- carbonated flavored

water, available in Berry Blast (Raspberry), and Citrus Twist (without carbonation), and artificially sweetened with Sucralose, available in Grape, Citrus Blend, Wild Berry, Strawberry Kiwi, Raspberry and Lemon.

Aquafina FlavorSplash- flavored water

Aquafina Alive- a low calorie, vitamin-

enhanced water beverage, available in Berry Pomegranate, Peach Mango, Lemon and 5/18/12

3-KINLEY
PRODUCT OF : COCA COLA LTD The Coca-Cola Company is the worlds largest

beverage company; largest manufacturer, distributor and marketer of non-alcoholic beverage concentrates and syrups. owned by Coca Cola India Private Limited (Coca Cola), a subsidiary of the Coca Cola Company

Kinley is a brand of still or carbonated water

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Composition
per liter (mg/l):
161-TDS 7.2-ph factor 13.72-Calcium 23-Chlorides 60-Bicarbonate 8.3-Magnesium
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The composition of Kinley Water in milligrams

PRODUCTS
Coca Cola offers two types of drinks:one is high quality bottled water . the other is carbonated water with a wide

array of variants such as tonic, bitter lemon, club soda and fruit flavored.

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MARKET ANALYSIS OF BOTTLED WATER INDUSTRY The Bottled water market in India is estimated
at about Rs 1,000 Crore and is growing at whopping rate of 40 per cent.By 2010, it will reach Rs 4,000 -5,000 Crore with 33 per cent market for natural mineral water

According to a national-level study, there are

more than 200 bottled water brands in India and among them nearly 80 per cent are local brand

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Cont.
India ranks in the top 10 largest bottled water

consumers in the world, its per capita per annum consumption of bottled water is estimated to be five litres which is comparatively lower than the global average of 24 litres bottled water industrial sectors.

Today it is one of India's fastest growing The western region accounts for 40 per cent
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of the market and the eastern region just 10.

SWOT ANALYSIS
strength
The industry enjoy a huge customer base The industry has a good brand image Quality of product is of highest quality For example ;Bisleri has a very good

distribution structure in india and tier2 cities.

It enjoys monopoly in metropolitian and tier1

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Weakness
Mineral water distinctly lacks insales

promotion .

It is expensive to common people. It is not easily outside metropolitian and other

big cities .

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Opportunity
It can explore international markets specially

developing market

To minimize cost it can introduce pouches to

reach common people

It should spend more on sales promotion to

reinforce its brand image in the market

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Threats
Other indian and international bottled water

players, cola drinks ,juices and beverages non-branded products and serve small markets

Small-scale producers and vendors who sell

Rigid government trade policies are big threat

which are hampering growth of this industry

Bisleri counterfeits are eating up its revenue

and damaging its goodwill in the market

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PESTLE ANALYSIS
Political
There is stable government at the centre with

liberal policies.

There are various political parties protesting

against the pricing of mineral water. bottled water.

The government has imposed price ceiling on

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Economical
There is an increase in per capita income. Most of the people are from middle and upper

middle class.

Expansion of multinationals, IT and BPO

companies in Tier 1 and 2 cities.

There is no licensing policy adopted in this

sector.
There is availability of cheap labor.
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Social
Bottled water was earlier considered as a

status symbol.

Bottled water is now the only source of pure

drinking water in areas where there is scarcity of water.

The bottled water is considered to be safe as

compared to ordinary tap water.

There in increase in health consciousness of

people.

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Technological
The bundling of technologies like distillation,

reverse osmosis, activated carbon filter, etc helps in better quality of water.

There has been a shift in packaging from This helps in recycling and reducing

bottles made of glass to bottles made of PET. environmental pollution.

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Legal
Governed by PFA and BIS standard. BIS has provided standards for mineral and

drinking water. The BIS approval was made mandatory from 1999.

Mineral water should be packed in clean,

colorless, transparent, odorless, tamper proof bottles made up of polyethylene. mercury, arsenic, aluminium and barium.

PFA and BIS lays standard for metals like lead,

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Environmental
The use of Plastic for bottled water increases

environmental pollution.

The increase in consumption of bottled water

causes depletion of valuable fossil fuels.

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FUTURE OUTLOOK:
ANALYSIS SHOWS THAT BOTTLED WATER

INDUSTRY IN INDIA WILL GROW AT THE RATE OF 20-25% PER YEAR . WILL INCREASE FROM 1.0MILLION CASES TO 9.0 MILLION CASSES AT THE END OF 2011. TARGETING TO OPEN THEIR OUTLET IN DIFFERENT RURAL AREAS AND ALSO IN DIFFERENT CITIES.

CONSUMPTION OF BOTTLED WATER ALSO

BOTTLED WATER INDUSTRY CO. STARTED

5/18/12 GOVT. ALSO STARTED TAKING INITIATIONS FOR

CONCLUSION
India has more than more than120 crores of

population.This means that opportunities for investment in bottled water industry sector are immense.Though Indian bottled water industry growing at 20-25% this not enough. So the govt. Has to take so major dicisions for the growth of the industry. a form of bottled water so that there will no water deases in India

Encourage for drinking pure,mineral water in

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