Latest News on Bisleri
Aquapeya, a competitor to Bisleri, ventures into the high-end snacking market.
Aquapeya, a popular packaged drinking water brand that gained fame after appearing on Shark Tank India, is now venturing into the premium snacking category. The company has introduced its new product, Bhadang Bite Rice Puff, a wholesome snack that combines quality and heritage. Bhadang Bite is a unique blend of rice puffs with a rich legacy spanning over 70 years, originating from the culturally rich Sangli-Kolhapur region of India. The product aims to capture the hearts of consumers by offering a traditional snack with modern appeal.
This move into the snacking space is part of Aquapeya’s expansion strategy, which aims to achieve $1 million in revenue over the next three years. The brand plans to expand its footprint by entering Modern Trade and various online marketplaces, leveraging its existing network of over 10,000 retailers and more than 100 distributors. With a strong distribution network, Aquapeya is confident of broadening its reach and making Bhadang Bite a household name.
The launch of Bhadang Bite marks Aquapeya’s commitment to providing quality products across multiple categories, extending beyond hydration to tasty, premium snacks. As the brand continues to grow, it is excited about expanding its reach globally and making a mark in the premium snacking category. With its rich heritage and modern appeal, Bhadang Bite is poised to become a popular snack among consumers.
Aquapeya’s expansion into the snacking category is a strategic move, allowing the brand to diversify its product portfolio and increase its revenue streams. The brand’s focus on quality, heritage, and modern appeal is expected to resonate with consumers, who are increasingly looking for unique and traditional snacks with a modern twist. As Aquapeya continues to innovate and expand its product offerings, it is likely to become a major player in the premium snacking category, both domestically and internationally.
Case Study of Bisleri: Analysis of Marketing Strategy, Distribution Channels, and Brand Development
Bisleri is a leading Indian brand in the packaged water category, owned by Parle Agro, founded by Ramesh Chauhan. The brand was introduced in the 1960s by an Italian doctor-businessman as a mineral water for the affluent. In 1969, Parle acquired Bisleri and began Indianizing the product, making it more accessible to the masses. Over the years, Bisleri has evolved its marketing mix, product strategy, pricing, and distribution to stay ahead of the competition.
Initially, Bisleri positioned itself as “pure water” for the elite, but later shifted to a mass product with aspirational hygiene value. The brand has used various taglines, including “Play it Safe,” “Har Pani Ki Bottle Bisleri Nahin,” and “Samajhdaar Jaante Hain,” to emphasize the importance of safe packaged water. Bisleri has also expanded its product offerings to include premium Himalayan mineral water, club soda, and fruit-based fizzy drinks.
The brand’s pricing strategy is mass-market approach, with affordable pricing starting at ₹10-₹20 for small packs. Larger packs are priced economically for daily home and office use. Bisleri has a strong distribution network, with a mix of in-house bottling and franchisee operations, ensuring quality control. The brand has used various channels, including heavy outdoor advertising, transit media, TV, and digital storytelling, to reach its target audience.
Bisleri faces challenges such as genericization of the brand, counterfeit and lookalike brands, low margins, and high logistics costs. To address these challenges, the brand has launched anti-counterfeit education campaigns, filed legal suits, and strengthened its back-end logistics and quality checks. Bisleri has also expanded its offerings to include flavored and mineral waters for premium consumers.
Today, Bisleri is estimated to have an annual revenue of ₹2,000-2,500 crore, controlling around 35% of India’s packaged water market. The brand has a presence in 25+ countries and is exploring an IPO and partial divestment. Key learnings from Bisleri’s journey include the importance of consistent brand reinforcement, distribution, and logistics in creating a powerful brand. The brand’s story is a testament to how a commodity can become a powerful brand with the right packaging, reach, and trust.
Co-star reveals shocking behind-the-scenes secrets: Aamir Khan’s team used Bisleri water for bathing!
Aamir Khan’s film Lagaan, directed by Ashutosh Gowariker, was a groundbreaking cinematic experience that redefined Indian storytelling on a global scale. The Oscar-nominated sports drama was not only a critical and commercial success but also a monumental production that boasted a crew of nearly 300 members, making it the most expensive Indian production at the time. To recreate the dusty environment of colonial India, the entire team camped in a remote village in Gujarat for almost six months, braving extreme heat and limited amenities.
Despite the harsh conditions, the production team ensured that every member, regardless of their fame or position, was treated equally. Akhilendra Mishra, who played a supporting role in the film, shared some behind-the-scenes stories, revealing that the team bathed with bottled mineral water and had a dedicated person to ensure no one drank contaminated local water. The team’s well-being was a top priority, reflecting the film’s disciplined yet humane work culture.
The Lagaan crew was treated to royal hospitality, with a grand breakfast spread every morning. Mishra fondly remembered the lavish food arrangements, where everyone was free to eat what they wanted, without any discrimination. The inclusive and harmonious atmosphere on set was a rare feat, unlike many film sets where hierarchy dictates comfort. The team’s bonding and respect for each other were palpable, with Mishra describing everyone as “bricks in a cemented wall,” bound together by teamwork and respect.
The film’s success can be attributed to the dedication and hard work of the entire team, who worked together tirelessly to bring the story to life. Lagaan’s legacy continues to inspire and influence Indian cinema, and its impact on the global stage is still felt today. The film’s story, characters, and themes have become an integral part of Indian pop culture, and its influence can be seen in many subsequent films and TV shows. Overall, Lagaan was a cinematic revolution that paved the way for Indian storytelling to reach a global audience, and its impact will be felt for generations to come.
Bisleri joins forces with Indian Super League to become official hydration partner
The Indian Supercross Racing League (ISRL) has announced a partnership with Bisleri, making them the Official Hydration Partner for the league. This partnership aims to provide hydration support to athletes, teams, and fans throughout the season. Eeshan Lokhande, Co-Founder of ISRL, emphasized the importance of hydration in a physically demanding sport like Supercross, and expressed delight in welcoming Bisleri as a partner.
Tushar Malhotra, Director of Sales and Marketing at Bisleri International, noted that the partnership reflects Bisleri’s commitment to supporting emerging sports and delivering hydration where it’s needed most. The association also aims to help Bisleri strengthen its connection with Gen Z consumers. Through this collaboration, Bisleri will provide support for sports events, and ISRL will include Bisleri as part of its Supercross season operations and fan activities.
The partnership is seen as a strategic move to cater to world-class riders and provide them with the necessary hydration to perform at their best. ISRL is committed to providing a platform that celebrates speed, endurance, and passion, and the partnership with Bisleri reinforces this commitment. The collaboration is expected to grow in the coming years, with both parties looking to build on the success of the partnership.
The Indian Supercross Racing League is a platform that brings together some of the best athletes in the sporting world, and the partnership with Bisleri is seen as a key aspect of the league’s operations. With Bisleri’s support, ISRL aims to provide a world-class experience for athletes, teams, and fans, and to establish itself as a leading platform for Supercross racing in India.
Overall, the partnership between ISRL and Bisleri is a significant development for the Indian Supercross Racing League, and is expected to have a positive impact on the sport as a whole. With Bisleri’s support, ISRL is well-placed to continue to grow and develop, and to provide a platform for athletes to showcase their skills and compete at the highest level.
ISRL collaborates with Bisleri as its official hydration partner, as reported by BW Marketing World.
Bisleri, a leading Indian beverage company, has announced a partnership with the Indian Supercross Racing League (ISRL) as its official hydration partner. This partnership aims to provide hydration solutions to the athletes and participants of the racing league.
The Indian Supercross Racing League is a prominent motorsport event in India, featuring high-speed racing and stunts. As the official hydration partner, Bisleri will provide its range of beverages, including mineral water and other drinks, to keep the athletes and staff hydrated throughout the events.
This partnership is a significant move for Bisleri, as it looks to expand its presence in the sports and fitness sector. By associating with a popular motorsport event like ISRL, Bisleri aims to promote the importance of hydration and provide a refreshing beverage experience to the athletes and spectators.
The partnership is also expected to boost Bisleri’s brand visibility and reach a wider audience. With ISRL’s growing popularity, Bisleri can leverage the platform to promote its products and values to a larger demographic.
As part of the partnership, Bisleri will have a significant presence at ISRL events, with branding and advertising visible throughout the venues. The company will also provide hydration stations and bottles to the athletes and staff, ensuring they stay hydrated and perform at their best.
The partnership between Bisleri and ISRL is a strategic move for both parties. For ISRL, having a reputable hydration partner like Bisleri ensures that the athletes and staff receive high-quality beverages, while for Bisleri, the partnership provides an opportunity to promote its brand and products to a wider audience.
Overall, the partnership between Bisleri and ISRL is a win-win for both parties. With Bisleri’s expertise in providing hydration solutions and ISRL’s platform for high-octane motorsport action, the partnership is expected to be a success and provide a refreshing experience for athletes and spectators alike.
In a statement, the companies expressed their excitement about the partnership and look forward to working together to provide a unique experience for the athletes and spectators. The partnership is expected to run for the duration of the ISRL season, with possibilities of extension in the future. With this partnership, Bisleri continues to reinforce its commitment to promoting hydration and fitness, while ISRL benefits from a reputable partner that can provide high-quality beverages to its athletes and staff.
Recent Updates
Bisleri joins forces with the Indian Supercross Racing League as its designated Official Hydration Partner.
The Indian Supercross Racing League (ISRL) has announced a partnership with Bisleri, a prominent drinking water brand, as its Official Hydration Partner. This collaboration aims to provide world-class hydration to athletes, fans, and the entire team involved in the league. According to Eeshan Lokhande, Co-Founder of ISRL, hydration plays a vital role in the physically demanding sport of Supercross, and this partnership reinforces the league’s commitment to catering to the needs of its riders.
The partnership between ISRL and Bisleri is expected to grow in the coming years, with a focus on keeping athletes and fans energized and hydrated throughout the events. Tushar Malhotra, Director of Sales and Marketing at Bisleri International, emphasized that hydration is at the heart of performance, and this strategic partnership aims to fuel the energy of racers and fans alike.
Bisleri’s association with ISRL reflects its commitment to supporting emerging sports and delivering hydration where it is needed most. The partnership also seeks to strengthen Bisleri’s connection with Gen Z consumers, who are likely to be interested in the high-energy sport of Supercross. By partnering with ISRL, Bisleri aims to promote its brand and values among a younger demographic.
The Indian Supercross Racing League is a platform that celebrates speed, endurance, and passion, making it an ideal fit for Bisleri’s brand values. As the Official Hydration Partner, Bisleri will provide its drinking water to athletes, officials, and fans throughout the league’s events, ensuring that everyone stays hydrated and energized.
Overall, the partnership between ISRL and Bisleri is a significant development for the Indian Supercross Racing League, and it is expected to enhance the overall experience of the athletes, fans, and officials involved in the league. With Bisleri’s support, ISRL can focus on delivering high-quality events and promoting the sport of Supercross in India.
Reliance Launches Campa Sure to Challenge Bisleri, Coca-Cola, and PepsiCo Dominance
Reliance, a conglomerate, has launched its second packaged water brand, Campa Sure, which is priced lower than the segment leader, Bisleri. This move marks Reliance’s most direct challenge to rivals such as Bisleri, Coca-Cola, and PepsiCo. Reliance’s first packaged water brand, Independence, was launched in 2022 and is part of the company’s staples portfolio, targeting value-conscious households. Campa Sure, on the other hand, is a bottled water extension of the Campa soft drink brand, which was relaunched in 2023.
The rationale behind having two water brands lies in distribution and brand positioning. Independence is designed for households buying staples, while Campa is a beverage-first brand with stronger consumer recall, especially among urban and younger audiences. Selling water under Campa Sure allows Reliance to offer a unified beverage basket to distributors and retailers, simplifying sales pitches and improving shelf visibility.
Campa Sure strengthens Reliance’s beverage distribution by deepening its reach in small retail outlets, paan shops, and local stores. Retailers prefer stocking brands that offer a full range of products, and with Campa Sure, Reliance can offer a complete beverage suite under one name, improving margins and simplifying inventory. This allows Reliance to compete more directly with Coca-Cola and PepsiCo, whose water brands are integral to their distribution strategy.
Reliance is using penetration pricing to scale Campa Sure quickly, with a one-litre bottle expected to retail at ₹15-₹17, compared to ₹20-₹22 for brands like Bisleri, Kinley, and Aquafina. This strategy is expected to pressure incumbents to lower prices or increase trade discounts, potentially reshaping pricing dynamics across India’s bottled water industry.
Reliance’s broader game plan is to intensify a price war across both the cola and bottled water segments. By bundling water into the same product line as its fizzy drinks, Reliance is directly undercutting global beverage giants like Coca-Cola and PepsiCo. However, competing on price alone may not guarantee successful long-term expansion, especially in urban markets where consumers are spoilt for choice. Reliance will need to navigate this challenge to achieve its goal of becoming a major player in the Indian beverage market.
Can Reliance’s Campa Sure replicate Jio’s dominance in the telecom sector by outpricing and outmaneuvering established players like Bisleri and Kinley in the bottled water market?
Reliance Industries, led by Mukesh Ambani, has entered India’s ₹20,000-crore bottled water market with two new brands: Campa Sure and Independence. The company has adopted an aggressive pricing strategy, with Campa Sure priced at ₹15 per liter and ₹25 for a two-liter pack, significantly lower than market leaders like Bisleri, Kinley, and Aquafina. This move is seen as a disruption in the industry, similar to what Reliance did with Jio in the telecom sector and Campa Cola in the soft drinks market.
The low-cost strategy aims to capture volume and secure quick shelf space and consumer attention. However, analysts warn that the bottled water industry is trust-driven, and established brands like Bisleri have spent decades building reputations for purity and reliability. To succeed, Reliance will need to scale its distribution quickly and combine affordability with quality and nationwide reach.
The launch of Campa Sure and Independence is expected to trigger a price war in the packaged drinking water sector. If Reliance can execute its strategy effectively, it may rewrite industry rules, just as it did with Jio and Campa Cola. Industry experts believe that Reliance’s ability to scale its distribution network will be crucial in determining the impact of the new launch.
The pricing strategy of Campa Sure and Independence is as follows:
– Campa Sure: ₹15 per liter and ₹25 for a two-liter pack
– Independence: ₹20 for a 1.5-liter bottle
In comparison, rival brands typically charge ₹20 for one liter and ₹30-35 for two liters. The aggressive pricing strategy by Reliance is likely to disrupt the market and challenge the dominance of established players. With its strong distribution network and brand recognition, Reliance is well-positioned to make a significant impact in the bottled water market.