Nestle Pure-Life

       Vaibhav Mandhyan -37 Vanessa Dalgado -38 Veeral Khoda -41 Vishal Agarwal -43 Ricken Gala -45 Mohit Palesha -46 Pulkit Khandelwal -47 .

000 Crore and is growing at whopping rate of 40 per cent.   The Indian market is estimated at about Rs 3. The total annual bottled water consumption in India had tripled to 10 billion liters in 2010 from 5 billion liters in 2004 . There are more than 200 bottled water brands in India and among them nearly 80 per cent are local brands.

which boasts a 40 per cent share. The top players in bottled water industry in India are the major international giants like Bisleri. Manikchand. SKN Breweries . Coca cola. Indian Railways etc . Pure Life Share 1 per cent. Mohan Meakins.Coca’s Kinley (around 30 per cent) and PepsiCo’s Aquafina (around 10 per cent).  The market leader is Bisleri International. Kingfisher. Pepsi and noticeable presence of national players like Mount Everest. It is followed by Coca.

which are imported and priced between Rs. Packaged drinking water. San Pelligrino and Perrier. 330 ml bottles.20 a litre. 500 ml bottles. is priced around Rs.110 a litre.80 and Rs. one.   The bottling plants are concentrated in the southern region .of the approximately 1. Bottled water is sold in a variety of packages: pouches and glasses. which is nothing but treated 50-litre bulk water packs. . Premium natural mineral water includes brands such as Evian. Coca-Cola's Kinley and PepsiCo's Aquafina.litre bottles and even 20. Natural mineral water. with brands such as Himalayan and Catch. is the biggest segment and includes brands such as Parle’s Bisleri.200 bottling water plants in India. 600 are in Tamil Nadu.

.    Feb 2001NESTLE India Ltd. its mass-market bottled water Pure Life aimed at being No 2. launched `Pure Life'. within two years It wore "purity" virtually on its sleeve in terms of sporting a tamper-proof hologram Nestle India announced the exit of its mass bottled water brand Pure Life in August 2003.


In comparison. Bisleri and Kinley were selling at Rs 10 for one litre and Aquafina was selling at Rs 10 for 700 ml.  Pure Life by launching the mass market brand at Rs 12 for a litre. why would anybody pay Rs 2 extra for something as basic as bottled water?” . “In a market as pricesensitive as India. Says a competitor.

the company was attempting to serve the country with that one single plant.   Nestle launched Pure Life with just one production unit — in Samalkha in Haryana. Kinley and Aquafina had their distinct advantages —they could ride on their cold storage distribution for soft drinks Coke and Pepsi extended the presence of Kinley and Aquafina to out-of-home consumption with a large presence in small and large eating joints that comprise a large part of mineral water sales. . And even after two years.

too. Purity was not a unique selling pitch — most of the players have dabbled with it at one point of time or the other — so Nestle modified the positioning in 2002 and repositioned Pure Life on the “stay active and fitness” platform. But this did not have any impact on sales Its ads. were hardly memorable . Pure Life was promoted on the purity plank and targeted families.  .

one. . 500 ml bottles. 330 ml bottles.  Pure Life was only available in 1L bottles at first then launched 500ml. Other Companies sold in a variety of packages: pouches and glasses.litre bottles and even 50-litre bulk water packs.

and 2 Ltr. Chennai & the packaged drinking water is available in Maharashtra. Andhra Pradesh. 1. Karnataka. Tamilnadu. pet Bottles..    Product: . Bangalore.Packaged drinking water which is currently available in 200 ml. 200 ml pet Cups.5 Ltr. Goa. Gujarat. bottles as well as 20 Ltr. Hoardings. 0. 1 Ltr. Delhi & Uttaranchal.Print and media Ad’s . Pune. Newspaper Ad’s .5 Ltr. Promotion: . Jars Price : -Going Rate Pricing (Rs 12 at lauch) Place: -It has 4 plants in India at present Haridwar.

Sign up to vote on this title
UsefulNot useful