The Hindu Business Line : Mineral water major Bisleri enters paper wipes segment

Mumbai, July 1 After dominating the mineral water category in the country, Bisleri International has quietly spread its operations to enter the paper wipes segment under the name Bisleri Wipes. Currently, the water major is seeking a partner to take the new business forward and is using the product to promote its Bisleri Natural Mountain Water brand.

Mr Ramesh Chauhan, Chairman, Bisleri International, told Business Line, “Yes, we have introduced Bisleri Wipes but are on the look out for a partner in this business.” Considering mineral water and wipes are two different categories, riding on the same distribution network may not be feasible. According to market analysts, a distribution partner may help in taking Bisleri Wipes further into the market, which is currently disorganised mostly with regional players. Of late, the wipes segment is seeing new players like the Aditya Birla Group’s division Birla Cellulose, which has entered this category.

Bisleri Wipes is being currently marketed by Bisleri International and the product has been subcontracted to a Mumbai-based company, Symbol Tissue Products. Pegged at Rs 50 for 200 sheets, Bisleri Wipes would ride on the back of its recently launched Bisleri Natural Mountain Water and sport a similar green coloured packaging. “At the moment, Bisleri Wipes are being promoted more for advertising the Bisleri Natural Mountain Water brand. It is not a significant business for us right now as mineral water is always going to be our core business,” added Mr Chauhan. In future, Bisleri International would be highlighting its own brand name as it decides to enter new categories.

In fact, Bisleri International is now poised to enter new categories within the mineral water segment under variants such as flavoured and enriched water. Of late, the company has also entered the ‘Himalayan’ category of mountain water where it has pitted itself against the Tata-owned Himalayan brand of natural mineral water.

Meanwhile, Bisleri International is locked in a legal battle with the Tatas over the ‘Himalayan’ brand name. “The court hearing is due in a few days and we have been told to reduce the font size in our communication,” said Mr Chauhan, who insists on the word ‘Himalayan’ being a generic term which is already used by a host of other companies and the fact that it cannot be a registered trademark.

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