Bisleri Bisleri International Pvt. Ltd.

Type Founded

Public Limited 1965

Headquarters Mumbai, India (founder) Ramesh J. Chauhan Key people (Chairman Bisleri International Pvt.Ltd.) Products Parent Website bottled water Parle Bisleri Official Website

Bisleri is a brand of bottled water in India. Bisleri has 36% market share in packaged drinking water in India. It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre. Its operations run throughout the subcontinent of India and is one of the leading bottled water supplying companies in India. As of 23 October 2012, Bisleri has 18 plants, 13 franchisees & 58 contract packers all over India.

Composition The composition of Bisleri Water in milligrams per litre (mg/l): 80-120ppm TDS 6.5-7.5-ph factor 75ppm-Calcium 200ppm-Chlorides 30ppm-Magnesium

History

Bisleri Bottle Bisleri was originally an Italian company created by Signor , who first brought the idea of selling bottled water in India. Bisleri originated in Italy in a place called from a spring called Angelica. In 1965, it was introduced in Mumbai in glass bottles in two varietes - bubbly & still. In 1969, it was bought over by Parle. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. The original Parle company was split into three separate companies owned by the different factions of the original Chauhan family: Parle Bisleri, led by ketan kale Parle Products, led by Vijay, Sharad and Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack)

 Parle Agro, led by Prakash Chauhan and hi, Alisha and Nadia (owner of the brands such as Frooti and Appy) In 1995 Ramesh J. Chauhan started expanding Bisleri operations. In 2003 Bisleri announced its venture to Europe. All shares are held by Mr Ramesh J Chauhan and his family. The brand name Bisleri is so popular in India that it is used as generic name for bottled water.

Company Overview Bisleri International Pvt Ltd. produces bottled drinking water. It offers mineral and mountain water in various packs for household and office premises. The company also has franchise operations in India. It allows customers to order products online. The company was founded in 1967 and is based in Mumbai, India. Western Express Highway Andheri (E) Mumbai, 400 099 India

Founded in 1967

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles in two varieties - bubbly and still in 1965 by Bisleri Ltd, a company of Italian origin. This company was started by Signor Felice Bisleri who first brought the idea of selling bottled water in India. Parle bought over Bisleri (India) Ltd. in 1969 and started bottling Mineral water in glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. Mr. Ramesh J. Chauhan, Chairman and Managing Director, Bisleri Ltd, in 1969 started expanding Bisleri operations substantially and the turn over has multiplied more than 20 times over a period of 10 years and the average growth rate has been around 40% over this period. Speaking with Jasmine Kohli of India Infoline Ramesh Chauhan says ?We plan to launch a new product which will hit markets by October and initially will be available in two different sizes.? What is you growth strategy?

We have outlined an aggressive market expansion, penetration and growth for this fiscal year. Buoyed by the previous year?s growth rate of 36% and high customer loyalty, we are targeting a 40% growth this year. We have outlined an aggressive market penetration strategy which is a dual distribution plan penetrating newer markets - including townships and rural India (including smaller and interior markets) and aggressively looking at entering newer territories and increasing shelf presence in the metros and existing markets. Your capex plan and how do you plan to fund it? We plan to set up 25 new bottling plants across India in the next two years, and this will be a pan India coverage namely in the states like Maharashtra, Kerala, Jammu & Kashmir, Himachal Pradesh, Tamil Nadu, Karnataka, UP, Orissa, Jharkhand, and North Bengal states. We are also setting up channels for 20L jars in order to fill demand and supply gap. The investment for these 25 new plants will be partly from contract packers, partly from internal sources and partly from franchisees. We are planning a total investment of Rs500mn. Of this, Bisleri?s contribution is yet to be decided. This would be partly by Bisleri and partly by local entrepreneurs. What is your USP? Our Unique Selling Proposition (USP) is the ?Break away seal?. Also, our double ozonisation process is a major USP. Ozone as a microbiological control gas is environment friendly and safe. This is at least 3000 times more powerful as a reliable disinfectant and at least 50% more powerful in its oxidative power. Other advantages and benefits are that it destroys all other bacteria and living organisms, improves the taste, clarity and forms no harmful by-products. Bisleri commits itself to producing a ?world class? product to satisfy the consumer?s

present and future needs. This has also made us come in the five recommended brands, which are to be sold at railway stations. What is your current market share? Bisleri continues to lead in the Rs12bn organized, bottled water market with a 60% market share. This makes us a market leader in the packaged drinking water segment. This is possible only by catering to the changing consumer needs. We have a seven pack size ? 250ml bottle, 500ml bottle, 1L, 1.5L, 2L, 5L, and 20L. These suit every one?s needs. We have changed our brand colour from ?blue? to ?Aqua Green?. We have also introduced Bisleri Mountain. Which are the new opportunities that you?re tapping? We plan to launch a new product which will hit markets by October and initially will be available in two different sizes. I will not say much about the new product but can say that it is enhanced water and would be much more than just flavoured mineral water. Are you mulling tie ups with retail clients? Not specifically. We are not strong in retail because water is a bulky commodity and is not purchased in malls to take it home. In my opinion water is not a commodity to be bought in retail stores. Yes, in retail, water movement is very slow. But we are present in kirana stores and our whole strategy is to reach to the masses. We are trying to penetrate in the remotest of areas. What are the major challenges before the industry? To reach out to every consumer in the country. Transportation is also a major challenge. We also face the challenge of convincing the consumer to be brand conscious, if he is paying Rs12 for an X brand and Rs12 for Bisleri then why they are not insisting on the brand. So, in water buy any brand the price is same. Then why is he not brand specific? This is a major challenge for us to

make the consumer aware of the product and built trust in the consumer mind. Size of your sales in terms of cases? We sell about 3.5 crores cases per year. Each case consists of an average of 12lt. Please brief us about the process of water purification? The process incorporates rigorous R&D, ensuring that the ozonisation, pre-filtration, reverse osmosis, micron filtration, mineral addition and final ozonisation procedures are conducted under strict hygiene conditions. Completely sidestepping the potentially hazardous chlorination process, We at Bisleri have established a highly reliable and scientifically advanced procedure to purify water. A step by step breakup of the entire process facilitates a better understanding of the impact of the company?s commitment to its consumers. At Bisleri pre-treatment of raw water is done with Ozone, i.e. raw water disinfection is done with the help of ozone. The next stage is the Pressure Sand Filter, where sand filtration is used as a pre-treatment to remove suspended particles from raw water. The filtration medium consists of a multiple layers of sand and gravel. In the third stage we have Activated Carbon Purifier, where activated carbon purifier is used for de-ozonation, colour and odours removal, iodine removal, removal of heavy metals BOD/COD reduction and a number of other applications. In the fourth stage Reverse Osmosis is done where, we remove the total dissolved solids and make the water palatable. This process removes the excess quantity of unwanted salts. In the fifth stage Micron Filtration is done mainly to ascertain the effectiveness of the system. In the Sixth stage we have the Final Ozonisation, where, Ozone being a powerful disinfectant is used at the final stage of

treatment. It is used mainly to disinfect empty containers, especially returnable jars. The ozone in the sealed bottle ensures, the cap as well as the head space (the air above the water in the bottle) gets sterilized. Ozone also helps maintain the sterility of the water during filling and the shelf life of the product.

The 4Ps PRODUCT :- The main product of the company is the mineral water by the name of Bisleri Mineral water. Other than mineral water the company has also the soda water under its brand name called the Bisleri Soda Water. The concept of bottled mineral water was introduced in India, first by Bisleri, and that is the reason, it has become a generic name for the mineral water. Bisleri has become a perfect synonym of the mineral water for the Indian consumers. The main challenge facing the company or any other player in this mineral water industry is that there is no scope of invention and innovation in the product, which can be added as the additional benefits of the product. It is just water after all. This is what the Indian customers think of the bottled water. If we are talking about a product like television we can think that the innovations could provide extra benefits derived from the product. For example other than its core usage the product can provide for Internet facilities using conversion. PLACE :-Place stands for the company activities that make the product available to the target customers. To make the product available to the target consumers a good distribution network

has to be there to support the good quality of the product. Here in the case of the mineral water industry the distribution network is the important factor in being competitive and the catch lies in making water available to maximum number of places in the country. PRICE :-Price is the sum of values that consumer exchange for the benefits of having or using the product or service. Price is the only element in the marketing mix that produces revenue. All other elements represent costs. In India, where the majority of the population comprise of the middle-income group and lower income groups it is not hard to understand that pricing is one of the most important factor in the buying decisions. Bisleri has met the expectations of the consumers in terms of pricing the product and also making the product available in variations of litres, making Bisleri both convenient and affordable. The company is following a very aggressive pricing. Its product is available at a very reasonable price. PROMOTION :- Modern marketing calls for more than just developing a good product, pricing it attractively, and making it available to the target customers, companies must also communicate with their customers, and what they communicate should not be left to chance. A Company's total marketing communications program- called its Promotion Mix consists of specific blend of advertising, personal selling, sales promotion, and public relations tools that the company uses to pursue its advertising and marketing objectives.

OPERATION OF BISLERI: The Bisleri bottled water range comprises the conventional 500 ml, one litre, 1.2 litre and two litre bottles; five litre and 20 litre jars for the home segment, and smaller packs sizes of 250 ml

cups and 330 ml bottles, though in very limited numbers for now. Among all pack sizes the brand straddles, it is the one-litre non-returnable bottles priced at Rs 10 each, and the 20-litre jars for Rs 40 aimed at the home segment that are Bisleris bestsellers at present. While the 20-litre jar comprises about 40 per cent of overall Bisleri sales, the one-litre bottles account for approximately 25 per cent brand sales. The main source of water is bore wells from where they get thee water. Then the raw materials required for the bottle is PET i.e. poly ethylene terephatalable. There are 250 workers working in mumbai and 3000 all over India. The production process adopted by bisleri is batch production. The time taken to fill one bottle is approximately 5 minutes. The workers work in 3 shifts which comprises of 60-70 workers per shift. The maintenance of the machines is done every month and every 45 days there is sanitation and cleaning of the machine. Visit Analysis: A) 1. Research & Development Dept:

The R & D Dept of this company starts planning 6 months in advance. The R & D Dept conducts market survey for 2-3 months for modification of the shape of the bottle. 2. Market Survey: The different design is shown to a special group of customers & dealers and according to the demand, the design is chosen by the company. B) PRODUCTION CYCLE: There are mainly three stages in the production cycle: 1. Disinfection: In this stage, water is collected from bore wells which are then disinfected using chemicals. 2. Filterization: In this stage, water is passed through different filters to kill the bacteria present in it. Then, the water is passed on to the next level for filling up. 3. Filling: In this stage, the bottles are ozonated and then the water is filled in the bottles.

C) PRODUCTION PROCESS: 1. Quality Management of Water: Raw water which is collected from the wells is stored in a tank which has a capacity to store 1 lakh liters of water. Then the water is chlorinated to kill the bacteria present in the water which is passed through 20 micro arcal filters. Then it is passed through carbon filter which is used for removing activated carbon and odor and also acts as chlorine remover. Then it is passed through 10-micron filter. Then it goes through REVERSE AUSMOSES PLANT, which contains semipomitable membrane which removes dissolved solids and bacteria of size 0.001 micron. It is passed through 1 micron and 0.5-micron filters. T hen the water gets ozonated and passed through SS 316 MACHINE. Water is stored in 10000 liter tanks. 2. Blowing of Bottles:

The bottles in this factory are given the desired shape by the use of blowing machines. These machines blow at a temperature of 300 degrees Celsius. The machine used for the blowing purpose is known as the AOKI MACHINE. This machine has a blowing capacity of 10 bottles per minute. 3. Filling of Bottles: There are three types of filling machines, which are used for the filling purpose. The different sizes of bottles that are filed are of 500ml, 1liter, 1.2liters and 2liters respectively. First the bottle gets ozonized when it is passed through JET MACHINES. In this the bottle gets integrated and disintegrated, it gets rinsed, and then the water is filled into the bottles. 4. Filling of Jars: The different sizes of jars are 5liters, 10liters and 20liters. The jars are cleaned manually by soap and water. Then it is cleaned with sodium hypo-chloride and virosin, which are disinfectors. When jars are passed through washing machine first it is rinsed with hot water, then disinfected and then it is ozonated. Then

jars are passed on to jar fillers where it gets filled and the packing of sealed jars into boxes is done manually. 5. Laboratory Testing: Every hour samples of water that are filled in to the bottles are taken and various testing is done. First it is checked for odor if any, presence of alkanity, chlorine and calcium. The water is also checked in machines like PH METER, TDS(TOTAL DISSLOVE SOLIDS) METER, NEPHLOMETER, SPECTROPHOTOMETER AND MEASURING OF TUBILITY. They also do aerobic microbial count and pathogen testing.

FURURE PLANS: Bisleri have been the market leaders in India as far as mineral waters are concerned. Every time their bottle and waters are checked and rechecked for its purity. Their main aim is to stay ahead of the main rivals i.e. Pepsi and Coca Cola. Their raw material comes from reliance industries limited who are their main suppliers of the raw material i.e. PET.