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.
Keywords: Bisleri International, Bisleri Shoppe
Comments:
It is regrettable to note that a foreigner has to come here to set up a shop for selling bottled drinking water in litres, using our water resources while it is the basic responsibility of the government to provide its citizens enough drinking water and other facilities. The states have dog fight over the water resources, centre happily remaining a spectator to drink the blood of both states. While big investments are welcome for mining and metallurgy industries for better industrialisation and employment potential, the government pats itself for FDI in industries which have no great employment potentials and which can be by local investment. Water is an important ingredient in every day life and if a government, cannot ensure it what is it worth?
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