Now, an exclusive retail shop for bottled water. Bisleri International has set up ‘Bisleri Shoppe’, an exclusive retail format to sell bottled water. The company said that the move will boost the brand visibility and counter competition.

Bisleri, which has already launched its retail venture in Bangalore, said it will shortly be introducing the same in Mumbai and other key metros.

“We have 10 exclusive Bisleri Shoppes and are planning around 100 by the year-end,” Mr Ramesh Chauhan, Chairman, Bisleri Group, told Business Line.

Bisleri Shoppe, will typically be housed in a 20 feet by 10 feet store and will be set up with an estimated investment of Rs 2.5-3 lakh per store, he added.

Mr Chauhan said the company is working on the deployment strategies to take the initiative pan-India.

Bisleri had earlier said that it is planning the move to avoid losing out to rivals. Competing brands were pushing their brand by giving bigger margins to shopkeepers.

According to a recent study by a research firm Ikon Marketing Consultants, bottled water market in India is growing at 19 per cent annually with the category touching about Rs 10,000 crore. This is largely attributed by urban consumption, rising health consciousness and availability of bulk package.

Bisleri holds as much as 36 per cent of the market share among the national players. Kinley and Aquafina has 25 per cent and 15 per cent, respectively, market share, while Parle Agro’s Bailley holds about six per cent. The rest includes other organised brands such as Kingfisher, Oxyrich, McDowells No. 1 and so on, together holding 18 per cent market share.

bindu.menon@thehindu.co.in

(This article was published on June 30, 2012)
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