WELCOME TO THE

WORLD OF
PACKAGED
DRINKING WATER
 MARKET OVERVIEW
Description Premium Natural Packaged
Natural Mineral Drinking
Mineral Water Water

Brand Evian, San Himalayan Bisleri,

Pelligrino and and Catch Kinley,
Perrier Oxyrich &
Aquafina

Price Rs.80 & Rs. 25 Rs. 10-14

Rs.110
Quantity 1litre 1litre 1litre
 Overview of Packaged Drinking
Water
 Around 100 companies sell an estimated 424 million litres of bottled water
valued at around Rs. 200 crore in the country annually
 The tradition of bottled water and mineral water is not very old. Even in western
countries the practice of bottled drinking water started in 1950s. The trend of
having mineral water gained grounds in the market.
 Since ancient time people have used water from mineral springs, especially hot
springs, for bathing due to its supposed therapeutic value for rheumatism,
arthritis, skin diseases, and various other ailments.
 The concept of bottled has been quite prevalent in western countries due to
greater health consciousness and higher awareness about health and hygiene
countries are exported every year.
 Company Overview
Genesis
Expansion:
The company has witnessed an exponential growth with their
turnover multiplying more than twenty times in as short span of 10 years.
The average growth rate over this period has been around 40% with Bisleri
enjoying more than 60% of the market share in the organized mineral
water segment

Bisleri Today:
The recently introduced Bisleri Natural Mountain Water- water
brought to you from the foothills of the mountains situated in Himachal
Pradesh. This newly launched offering has widened their product range to
two variants: Bisleri with added minerals and Bisleri Mountain Water.
Market Share
Product Range
 Source of Purchase
Distributor 71
Company 8

Retailers 57
Distribution Channel
Distribution network in
Mumbai
 Number of Distributors: 100
 Number of Retailers: 25,000
 Number of vehicles: 75 vans which go daily
 If the demand is more then they hire
 In Mumbai they have 3 zones:
 South Mumbai ( Matunga –Town)
 Western ( Mahim- Dahisar)
 Central (Sion- Thane)
 Short Central ( Navi Mumbai, Mira Road, Vasai,
Virar)
 ORGANISATION STRUCTURE
FOR MUMBAI

• 3 Senior Sales Manager for the 3 zones

• South zone has 3 ASM
• West zone has 2 ASM
• Central and Short Central has 4 ASM
• 3 Sales Executive for every ASM in all the 3 zones
• 3 Corporate Sales person for all the 3 zones
• Their truck drivers are their salesmen
 Cont…………

 Number of outlets the Sales Executive covers – 30 to

40 on an average
 The vehicle cover 50 to 60 outlets
 The most sold pack is of 20 litre
 Ghatkopar Outlet
 Distributor: Tanuja Agency
 Retailer : Benefit Counter
 1 litre Box 2+1=3 for Rs 236
 500ml Box for Rs 140 quantity 1

 Retailer 2: Kailash Store

 Retailer 3 (Shashi General Stores)
 6 – 7 months before he used to take from Bisleri
manufacturer but now they have stopped taking
and started keeping Oxyrich

 Retailer 4 ( Patel General Store)

 DISTRIBUTOR DETAIL
 Tanuja Agency (Ghatkopar)
 Kharghar Outlet
• Distributor : Prathamesh Enterprises
• Areas covered: All over New Mumbai
• Stock depends on the requirement
• Margin to the Retailer – Rs 2 for 1 litre
• Most sold pack is 1 litre and 2litre
• Most preferred packaged drinking
water- Bisleri
• The distributor comes once in 3 days
 Bandra Outlet
• Product flow directly from the company
• Vehicle comes daily in Bandra west and in Bandra
East it comes on alternate days
• Outlet 1(Tambe)
1 box(12 bottles) – 1 litre he gets it for Rs 118
He sells it at Rs 13 to the customers
1 box(20 bottles) – 500 ml he gets it for Rs 140
He sells it at Rs 10 to the customers
Cont….
 Outlet 2( Retailer)
1 box(12 bottles)- 1 litre he gets in Rs 110
His margin is 12%
1 box(24 bottles) 500ml he gets in Rs 195
His margin is 8%
1 box(9 bottles) 2 litre he gets it for Rs 18 per
bottle and he gets a margin of 8%
5 litres can he gets it at Rs 31.50 per can
and he sells it at Rs 35 and gets a margin of
8%
20 litres can he gets it for Rs 62 and sells it
for Rs70 and he gets a margin of 6%
PROS AND CONS
PROS:
– Mindset
– Existence
– Availability
– Price
– Wide Market Coverage
– Advertising
CONS:
– Low Margin
 AREAS OF IMPROVEMENT
• Margin: The retailers have said they should
increase their margin offered
• Good schemes should be given
• Some promotional offer like 1 box free on
purchase of 10 boxes like Oxyrich does on the
sale of 5 boxes he gives 1 box free
• Retailers are ready to stock Oxyrich because they
say that people enjoy drinking and also because
their salesmen come 3 days of the entire week