Bisleri International is eyeing health-conscious consumers in urban markets as it expands its premium category with the launch of 'Vedica Himalayan Sparkling Water'.
“I don't want to be in rural at this stage of life. Tomorrow? Yeah, maybe.” said Angelo George, Chief Executive Officer, Bisleri International Pvt Ltd.
“It's a very large urban opportunity itself and Himalayan water is largely an urban category, so the company’s strengths lie in the towns of this country rather than the villages, so the battlegrounds for the company are the urban towns rather than the villages and that's how Bisleri defines their approach,” he added.
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Bisleri is looking to target the more health-conscious consumers who may not mind paying Rs 175 for a 300 ml bottle of Vedica Himalayan Sparkling Water. They will be available at hotels, restaurants, cafes, modern and general trade, Q-commerce, and the Bisleri @Doorstep App.
Commenting on the launch, Jayanti Khan Chauhan, Vice Chairperson, Bisleri International Pvt Ltd, said, "With Vedica Himalayan Sparkling Water, we are bringing a blend of innovation and sophistication to the world of beverages. Our goal is to present the audience with a harmonious fusion of the purity inherent in our source, the Vedica spring.”
The water is sourced directly from the snowy peaks of the Himalayas, Chauhan said, adding that they are at a comfortable place in terms of availability and are vigilant to avoid overuse. According to the Trade Promotion Council of India, the packaged drinking water bottle market in India was valued at $24 billion in 2019 and is expected to reach $60 billion by the end of 2023.
Speaking about the festive season boosting sales, Chauhan said sparkling water has now integrated into the daily lives of target consumers. “Particularly during parties or dinner events at home, I've noticed people specifically ordering sparkling water for the occasion,” she added.
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Carbonated soft drinks
Bisleri has reintroduced its carbonated soft drinks (CSD) line with three new flavours. Targeting the youth, who make up 66 percent of India's population, this new CSD line aims to resonate with them. For FY23, Bisleri reported revenue of Rs 2,300 crore, with a significant sales growth of 40 percent over the previous year and tripled its sales compared to before the pandemic Bisleri holds a 32 percent market share in the organised bottled water market, which has brands including Aquafina, Kinley, and Bailey.
Talking about their entry into carbonated soft drinks, George said that the company aims for this segment to account for about 10 percent of its business, as it's crucial for their growth aspirations. “Two main factors set us apart: First, our product's unique taste, offering a distinct flavour that differentiates us. Second, our extensive distribution network,” he added.
On counterfeiting, George said the company prioritises informing consumers, which is why the packaging graphics stand out, making imitation tough. While they take legal actions against copycats, the prolonged legal battles aren't their primary focus. “We'd rather make our products distinctly recognisable so consumers make informed choices than merely prosecuting imitators,” he added.
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