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— Shashi Ashiwal

Mr Percy T. Siganporia, Managing Director, Tata Tea, and Chairman, Mount Everest Mineral Water Ltd (left), with Mr Pradeep Poddar, Managing Director and CEO, Mount Everest Mineral Water Ltd, at a press conference in Mumbai on Wednesday.

Our Bureau

Mumbai, May 7 Mount Everest Mineral Water, a Tata Group Company, is planning to launch a slew of new products.

At a press conference, Mr Pradeep Poddar, Managing Director & Chief Executive Officer, Mount Everest Mineral Water said, “We are looking at the consumer pyramid from the lower to the higher end of the market. There would be enhanced and functional products later.” Combining hydration with wellness, Himalayan would build the nascent mineral water category currently pegged at Rs 100 crore with brands such as Evian and Bisleri Mountain. “Today we command a 50 per cent share in this market and are in the process of building up this category,” said Mr Poddar.

With the backing of Tata Tea’s distribution network, the Himalayan brand is currently expanding its distribution network and building its retail presence. “The Himalayan brand had a negligible retail presence and there was no advertising to support the brand,” he said. Apart from grocery and convenience stores, Himalayan mineral water is expected to be available in 6,000 eating and fine-dining outlets. Currently Himalayan mineral water is a low volume brand restricted to 1,500 outlets across the country.

“We have huge retail task ahead of us. In our partnership with Tata Tea we would have access to its 10 lakh outlets and using its penetration to have retail presence for the Himalayan brand,” said Mr Poddar. In the past Himalayan was sold largely in the institutional and food services segment catering to hotels, airlines and embassies. The company now plans to expand its retail distribution by appointing consignee and distributors in various parts of the country.

Recently Himalayan has been re-launched with a new packaging and communication through its agency Rediffusion DY&R.

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Mount Everest Mineral Water expanding retail presence

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