Bisleri is an iconic bottled water brand in India, known for its purity, quality, and availability across the country. The brand has a unique story behind its creation and growth, which reflects the changing consumer preferences and business opportunities in the Indian market.
The Beginning of Bisleri:
Bisleri was founded by an Italian businessman named Felice Bisleri, who came to India in the early 1900s. He started a company that produced soda water and later expanded into other beverages such as lemonade, orangeade, and mango juice. However, the real turning point for the company came in the 1960s when Bisleri introduced packaged drinking water in India.
At that time, tap water in India was not considered safe to drink due to the lack of proper filtration and purification systems. This created a demand for bottled water among consumers who wanted a reliable and convenient source of safe drinking water. Bisleri seized this opportunity and launched its packaged drinking water brand, which soon became a household name in India.
Challenges Faced by Bisleri:
Bisleri’s success was not immediate, however. In the early years, the company faced challenges in convincing consumers to pay for something that they could get for free from their taps. To address this, Bisleri started a marketing campaign to educate people about the benefits of drinking safe and pure water, and the need to invest in their health and well-being.
One of the key challenges Bisleri faced was the lack of regulations governing the bottled water industry in India. In the absence of clear standards, many unscrupulous players entered the market, selling substandard water in fake Bisleri bottles. This led to a decline in the brand’s reputation and trust among consumers.
To overcome this challenge, Bisleri focused on building a strong brand image and quality assurance system. The company invested in state-of-the-art purification and bottling facilities and introduced tamper-proof packaging to prevent counterfeiting. Bisleri also worked with government agencies to establish industry standards and regulations and was one of the founding members of the Indian Bottled Water Association.
Bisleri’s Innovative Marketing Strategies:
Over time, Bisleri’s efforts paid off, and the brand became synonymous with safe and pure drinking water in India. The company continued to innovate and expand its product line, introducing new packaging formats and flavors to cater to different consumer preferences.
Bisleri also adopted innovative marketing strategies to engage with consumers and build brand loyalty. One such strategy was the “Bisleri Paani ki Bottle” campaign, which encouraged consumers to reuse Bisleri bottles for other purposes such as storing oil or spices, thereby reducing plastic waste.
Bisleri also leveraged the power of celebrity endorsements to promote its brand. In 2000, the company signed a deal with Bollywood actor and fitness enthusiast Akshay Kumar to endorse its brand, highlighting the health benefits of drinking pure water. This helped Bisleri connect with a wider audience and build a strong brand image as a health and wellness company.
The Rise of Packaged Drinking Water Industry in India
The rise of Bisleri and other packaged drinking water brands in India reflects the changing consumer preferences and the growing concern for health and hygiene. With the increasing urbanization and pollution, access to safe drinking water has become a critical issue in India, and packaged drinking water has emerged as a viable solution.
Today, the packaged drinking water industry in India is worth over $2 billion and is expected to continue growing in the coming years. Bisleri remains the leading brand in the market, with a market share of over 40%. Other major players in the market include Kinley, Aqua, Bailey, and Himalayan.
Bisleri’s success story is a testament to the power of identifying a market opportunity, investing in quality and innovation, and building a strong brand image. The company’s journey also highlights the importance of overcoming challenges and adapting to changing consumer preferences and regulatory environments.
As the packaged drinking water industry in India continues to evolve, Bisleri and other brands will need to continue innovating and differentiating themselves to stay ahead in the competitive market. However, with a strong brand heritage and commitment to quality and sustainability, Bisleri is well-positioned to continue leading the market for years to come.