Section 1: The Executive Summary

1.1 Introduction

The proposed business plan will provide packaged drinking water that contains no toxic
substances caused by heat exposure of plastic bottles (PET), which can cause cancer and
other health problems. The brand name will be Swachh Jal.

Swachh Jal will focus on providing consumers with total transparency of batch-wise
production by printing a QR code on each water bottle. Swachh Jal will also focus on
providing bottled water with a balanced PH, limited natural minerals, and authentic copper
essence. Swachh Jal will focus on distributing bottled water made of high-quality plastic that
will not leach microplastics into the water and will keep it safe to drink. Swachh Jal will seek
to be a long-lasting, trusted brand in the Indian packaged drinking water business. Swachh Jal
will begin operations in Mumbai, India, and will eventually expand to other cities.

M ission: We want everyone to have access

Vision: We aspire to make the cleanest,
microplastic-free drinking water possible with
added copper and balanced PH levels. To
ensure that our water is clean and meets or
exceeds all health and safety laws, we employ
cutting-edge filtration and purification
equipment. Our objective is to deliver clean,
nutritious drinking w ater to our customers
while also raising awareness about microplastic
contamination. We focus water quality and
purity in order to create a new benchm ark for
the packaged drinking water business and
preserve the health of our consumers.
to clean, safe drinking water that is free of
microplastics. We want to lead the packaged
drinking water industry with innovative,
long-term solutions that enhance consumer
and environmental health. We wish to be
known for our high standards of quality by
using leach proof plastic, purity in our
product, and environmental stewardship. By
pursuing this aim, we want to better society
and create a more sustainable future and
expand our reach across India.
1.2: Problems And Solutions.
Problems

Due of convenience, bottled water consumption is rising worldwide. Although packaged

drinking water is healthier than tap water because it is treated to balance minerals and
eliminate hazardous compounds like arsenic in ground water, the main source of water used
to make it, it is not safe. PET, a food-grade material, makes plastic water bottles. However,
when this sort of plastic is heated, it leaches out and mixes with the liquid in the bottle,
contaminating healthy packaged drinking water with microplastics. Microplastic ingestion
slowly damages cells and passes through the placenta to a fetus. Packaged drinking water
leaches harmful chemicals like bisphenol A and phthalates into our food. Phthalates disrupt
hormones and reduce testosterone in male children, and bisphenol A affects fertility in both
men and women. Microplastics' toxic chemicals can induce nervous system diseases, hearing
loss, and cancer. Polychlorinated biphenyls (PCBs) in microplastics can cause cancer,
immune system damage, and reproductive disorders (Reports, 2019). A Harvard School of
Public Health study found that persons who drank water from polycarbonate bottles had
higher urine BPA levels. Bisleri and Aquafina, India's most trusted brands, tested microplastic
positive, according to the WHO. According to another study, 90% of bottled water firms'
water contains residues of microplastic (today, 2018). Mineral water is acidic, corroding
enamel. This affects teeth and makes them more susceptible to cavities. Plastic water bottles
create carbon footprints, which are dangerous to the environment. India's bottled water is
unreliable because Several vendors fill old bottles with ordinary water (or worse) for a quick
profit. Packaged drinking water has a high salt content, which is unhealthy, and no sodium
warning on the label.
Solution

Swachh Jal will provide packaged drinking water in plastic bottles made of tritan copolyester
plastic, which is heat resistant, leach proof, and will not contaminate the water with
microplastics. It is also devoid of BPA and other dangerous chemicals. Also, using QR
technology, Swachh Jal will provide complete nutrients and transparency to its consumers,
including accurate information about the content of the water and appropriate consumption
warnings. Swachh Jal will also provide its consumers with batch-specific water test results,
making them feel safe. The water will be treated to balance the PH levels in order to avoid the
negative impacts of acidic water. To become a socially responsible business, Swachh Jal will
replace plastic labels with sustainable ones to reduce plastic waste. Finally, Swachh Jal will
provide the benefit of added copper to the water, which will help the water free of bacteria
and harmful microorganisms, as well as provide additional benefits such as improved
digestion, prevention of heart disease, hypertension, and cholesterol reduction, as per ancient
medicinal practice, and improved skin quality.

1.3: My Role and Key Skills

· 1.3: Briefly identify your Role and Key Skills in the

business and any staff if applicable.

Manufacturing companies need strategy, marketing, finance, human resources, technology

and equipment, and operations. Due to my expertise in my own and my father's businesses, I
will work in all departments and use my BA honours in business management to study the
fundamental parts of each department. I will also work on product marketing and branding
because I have taken several certified marketing courses and scored well on the get2 test,
which will help me design good product packaging with the freelancer designer. I will
attentively follow the marketing creatives because I think I can advertise my product to more
people with my experience and boldness, according to the creativity test. These abilities will
aid my business management. In addition, I will play a significant part in constructing the
swachh jal website for B2C sales with the assistance of my buddy Sheyann Patel, who has
designed website for his company C 3.

I will hire people to help Swachh Jal mature faster and run efficiently in all departments.

The manufacturing unit's main departments are

Production: makes and packages water products.

Quality control department: responsible for guaranteeing the quality and safety of the water
products by conducting frequent tests and inspections.

Research and development: creates new water products and studies new technology and
procedures.

Departments include:

Sales and marketing are in charge of promoting and selling water  to customers and
distributors.

Customer service: handles enquiries, complaints, and feedback.

Supply chain and logistics: manages the raw materials, shipping, and product distribution.

Finance and accounting: handles budgeting, accounting, and financial analysis.

Human resources: manages recruiting, training, development, fringe benefits, and relations.

Swachh Jal's major external partners will be its distributors  

1.4: target market

· 1.4: Briefly identify the target market(s) you intend to

serve and how you will reach them.

Section 2: The Business Canvas Model and Value Proposition

2.1: business canvas model

2.1: Produce a completed Business Canvas Model for your

business with written explanation.

2.2: value proposition

- 2.2: Produce a completed Value Proposition Model for your business with written
explanation.

Section 3: literature review

3.1: industry analysis

Market analysis

the packaged drinking water consumption is rising in India at a booming rate due to rise in
per capita income, the rise in urbanisation due to which people are keener towards having
convenience the urban population in India is expected to grow 377 million to around 594
million by the year 2036. The most important factor which is increasing the demand is
Increasing health concerns, and unavailability of clean drinking water have led to the growth
of the bottled water market in India. https://www.marketresearch.com/Netscribes-India-Pvt-
Ltd-v3676/Bottled-Water-India-12269919/

The Indian packaged water market had total revenues of $6.4bn in 2019, representing a
compound annual growth rate (CAGR) of 16.1% between 2015 and 2019. The market
consumption grew by 13.5% in 2019 to reach a volume of 18,121.6 million litres at a CAGR
of 12.6: during 2015-2019. (Mintel)

Revenue in the Bottled Water segment amounts to US$5.74bn in 2023. The market is
expected to grow annually by 5.18% (CAGR 2023-2027) The average volume per person in
the Bottled Water segment is expected to amount to 17.05L in 2023. (Statista)
https://www.statista.com/outlook/cmo/non-alcoholic-drinks/bottled-water/india#:~:text=In
%20the%20Bottled%20Water%20segment%2C%20volume%20is%20expected%20to
%20amount,growth%20of%205.0%25%20in%202024. Which is a good opportunity of new
brands to enter the market of packaged drinking water industry.

Indian packaged drinking wter industry is divided in multiple SKU one-liter bottles, two-liter
bottles, 500 milliliter bottles, 250 milliliter bottles, pouches, and barrels of 15-20 liters.
Among the different SKUs, one-liter bottles have acquired the largest market share of ~42%
followed by 500 milliliter bottles and 250 milliliter bottles.
https://www.marketresearch.com/Netscribes-India-Pvt-Ltd-v3676/Bottled-Water-India-
12269919/
There are multiple segments in the Indian bottled water industry based on product the market
is segmented into flavoured water, purified water, mineral water, sparkling water, and others

The demand for mineral water in India is expected to be 500 million litres of pure water
bottles each year, with the market expected to increase at a pace of 25-35 percent per year.
The domestic mineral water market is mostly driven by the tourist industry.
https://www.maximizemarketresearch.com/market-report/india-bottled-water-market/20197/

3.2: industry trends

Multiples brands such as Bisleri, Aquafina and Bailley are adopting D2C for their business.

https://www.financialexpress.com/brandwagon/how-packaged-drinking-water-brands-are-
trying-reach-consumers/2093106/

These waters are part of the burgeoning enhanced-water trend—premium bottled water with a
twist. Alkaline waters, which have a pH higher than conventional drinking water, are one
prevalent variety. The popular Essentia has a pH of 9.5, whereas normal water has a pH of 7
—right in the middle of the 1-14 spectrum. It's also known as ionized water, and it's claimed
to boost our vitality and regulate our bodies' pH levels.

https://livenaturallymagazine.com/editors-picks/food/new-trends-in-bottled-water/
The expanding prevalence of water-borne infections, as well as public awareness of the
health risks of consuming carbonated beverages, are the key drivers driving global demand
for bottled water. Furthermore, increased customer preferences for premium water bottled in
restaurants, cafes, and hotels as a result of rising spending power is fueling market expansion.
Furthermore, increased travel and tourism activities are driving up demand for bottled water
due to the convenience and portability. Aside from that, significant businesses are expanding
their product offering by introducing sparkling and flavored bottled water. In order to
increase brand visibility and profitability, they are also focused on significant advertising
campaigns and celebrity and social media influencer endorsements. Furthermore, the growing
trend of presenting one-of-a-kind premium items, such as sparkling water in personalized
packaging, hand-crafted wooden boxes, and inventive wraps with eye-catching labels, is
driving the market forward. Because these products are easily accessible through online retail
stores, the flourishing e-commerce business is also contributing to the market's favorable
outlook. https://www.imarcgroup.com/bottled-water-market

Flavored bottled water is becoming increasingly popular in India. Flavored bottled water is
preferred by the vast majority of people over plain bottled water. Flavored water commonly
replaces traditional water bottles since it contains fruit essence and artificial sweeteners. They
are becoming more popular as a healthier alternative to sweetened soft drinks.

https://www.techsciresearch.com/report/india-bottled-water-market/7258.html

3.3: industry swot analysis

STRENGTHS

1. Growing consumer demand for bottled water.

2. Raising awareness about healthy nutrition, as packaged drinking water is a healthier option
than other beverages.
3. Even during economic downturns, while other sectors suffer, the bottled water market
grows.

4. As production volume increases, the average cost of production per unit drops.

5. Because packaged drinking water offers to a large target population, sales are strong.

6. As water is a basic necessity, pandamic has little impact on sales.

7. Some of the industry's top players have strong brand recognition and extensive distribution
networks.

8. Water is a crucial aspect of our daily lives. It makes the most sense to do business in since
it is a human necessity an average person requires 2-3 liters of water per day and the Indian
population is more than one billion (increasing at a rate of 2-3% per year), the business
opportunity is tremendous and the industry potential is mostly unexplored. With increased
mobility of individuals beyond their region and movement from rural to urban areas, there is
a surge in the usage of bottled drinking water due to the convenient availability and safe
water alternative (Pri24, 2022).

9. As industries and other corporate entities such as hotels and restaurants grow, there is an
increase in the use of packaged drinking water as an option and a shift in behavior from
normal drinking water to packaged drinking water in the case of any gathering at a higher
level of functioning (Pri24, 2022).

10. As the country's population grows, so does the market for bottled drinking water, owing
to increased consumption and a growing scarcity of fresh water in the surrounding area
(Pri24, 2022).

11. The bottled mineral water market in India is expected to grow 27% by 2021.
https://www.livemint.com/news/india/indias-booming-packaged-water-industry-and-its-
problems-in-charts-11679323048082.html

12. International students and visitors to India typically prefer bottled water to tap water.
According to Ministry of Tourism data, the number of foreign tourist arrivals in India in 2019
was 10.93 million, with a negative growth of 74.9% in 2020 to reach 2.74 million due to
COVID-19 rules and regulations; however, the number of foreign visitors who arrived in
March 2022 was 3,42,308, a 177.9% increase from the 1,23,179 who arrived in March 2021.
Furthermore, according to data from the All-India Survey on Higher Education (AISHE)
from 2012-13 to 2019-20, there were 49,348 overseas students studying in India in 2019-20,
up from 34,774 in 2012-13. As a result of the increase in foreign tourism and the growing
number of foreign students in the country, the market for bottled water is expanding
rapidly.https://www.techsciresearch.com/report/india-bottled-water-market/7258.html

WEAKNESS

1. Illicit manufacture harms the carboy industry and unfairly competes. Public health suffers.

2. Expensive logistics and energy

3. Low margins

4. This industry lacks marketing aid, making communication plan difficult.

5. Unnoticed sales are tax-free.

6. Poor sales/promotion

7. Consumers' recycling/packaging concerns. Due to their regular use, some think carboys are
unclean. The Ministry of Health recommends avoiding using carboy bottles after 75 fills in 5
years. Some companies can't manage carboy bottle count. Thus, some prefer disposable
packaged goods.

8. Since the bottle cannot be destroyed after removing the water, the locals reuse it to sell
conventional water sealed with a seal. It makes the public distrust new ones since they can't
tell them apart, hurting sales. (Pri24 , 2022).

9. a lack of brand loyalty

10. Rural population's inability to locate a market

11. This industry has struggled to reach rural markets due to high prices and a lack of
understanding about pure water. Packaged drinking water has traditionally been unpopular in
rural areas, even though cold drinks are the same price. (Pri24 , 2022).

12. Poor quality controlOn the other hand, the public expects processed mineral water to be
pure, and if something goes wrong, like Bisleri's germ content, it can offend consumers and
drop demand. (Pri24 , 2022).

OPPORTUNITIES

1. Increased summer consumption, especially in touristic areas Exporting is possible due to

proximity to the EU and Middle East. If demand rises, enough manufacturing capacity, New
investments sustain sector growth.

2. Clean water awareness among individuals

3. More people are learning about pure water and water hygiene as literacy rates rise. Given
the potential of tap water contamination, big-bottle drinking water is a family necessity rather
than a luxury. (Pri24 , 2022).

4. Hotel package debut Packaged drinking water is becoming more popular in hotels and
restaurants as a status symbol. To show concern for customer health, residential inns and
motels offer it as the only drinking water. (Pri24 , 2022).
5. Packaged drinking water will grow 5.18% (2023-2027).
https://www.statista.com/outlook/cmo/non-alcoholic-drinks/bottled-water/india

6. Rising per-capita income https://www.linkedin.com/pulse/top-4-reasons-why-demand-

packaged-drinking-water-rising-nayan-shah

7. Rising Urbanization 377 million to 594 million by 2036.

8. Rising Gastrointestinal Issues

9. Advanced filtering systems and eco-friendly packaging materials can benefit the industry.

10. Flavored or functional waters are becoming more popular, so the industry can supply
them.

THREAT

1. Water scarcity,

2. Packaging and delivery cost most. International events, oil costs, and exchange rate rises
affect packaging material dependence. Freight costs limit exports. It idles the sector.

3. Products are exported in containers. In hot weather, acetaldehyde passes quickly from
bottle to water, causing water sensory issues.

4. Some consumers prefer to use purification systems in their homes instead of buying bottled
water.

5. The Bureau of Indian Standards (BIS) reports 1200 bottling plants and 200 brands of
bottled water, roughly 80% of which are local (Pri24, 2022).

6. Introduction of Purifying Machines

7. Eureka and Swach are offering a better way to purify water at home, reducing the demand
for bottled water. This industry is growing significantly because clients prefer it (Pri24,
2022).
8. The government of India regulates the sector
https://www.currentscience.ac.in/Volumes/114/01/0029.pdf

9. Economic downturns and consumer purchasing power affect the sector.

10. Environmental laws interrupt supply chains and raise expenses.

3.4: impact of covid on the industry

India's COVID-19 closure affects various sectors. Packaged drinking water under IS 14543
Protocol and natural mineral water under IS 13428 Protocol of Bureau of Indian Standards
faced strict and unusual conditions.

In anticipation of lockdowns and scarcity, Indian customers stockpiled bottled water in the
first months of shutdown. The trend soon diminished, along with revenues due to worldwide
tourism business failures. https://www.researchandmarkets.com/reports/4602417/bottled-
water-market-growth-trends-covid-19

As a vital commodity, some packaged drinking water factories were allowed to operate. Due
to pandemic-related sales lockdowns in 2020, bottled water sales in India plummeted after a
decade of growth. According to the Trade Promotion Council of India, bottled drinking water
industries depend on offices, airlines, and hotels, restaurants, and catering for around 50% of
sales. The pandemic has hit them hard.
 Disruptions in operations raised the risk of turbid/impure water in collection tanks and micro-
biological and organic contaminants in activated carbon.

Due of the lockdown, many personnel left the unit and returned to their hometowns to be
closer to their families. https://www.indiawaterportal.org/articles/packaged-drinking-water-
units-woes-covid-19-perspective

During the lockdown, Bisleri International, a major player in India's packaged drinking water
industry, introduced Bisleri@Doorstep, which allowed consumers to directly order water
through an app and have it delivered in 24 hours. This gave packaged drinking water
consumers a new perspective and experience.https://phys.org/news/2022-01-pandemic-sales-
bottled-dip-asia.html

3.5: competitor analysis

Indian packaged drinking water is competitive. The BIS reports 1,200 bottling factories and
200 brands of bottled drinking water in India. These 200 brands are 80% local.

https://www.mbarendezvous.com/general-awareness/mineral-water-market-in-india/
#:~:text=According%20to%20the%20Bureau%20of,%2C%20Aquafina%2C%20Bailley
%20and%20Kinley. The direct competitors of Swachh jal includes:

Brand Name Parent Company

Bisleri International Private Limited. Parle Exports
Aquafina India Private Limited Pepsico, Inc

Bailley Foods Private Limited Parle Agro Private Limited

Kinley Private Limited Coco-Cola Company

Cloud9 Private Limited Goldwin Healthcare Private Limited

Rail Neer Private Limited Indian Railway Catering and Tourism Corporation.
 Parameters Swachh jal Bisleri Aquafina
Price 1l ₹20 ₹20 ₹20
Microplastic 0% 5000 PARTICLES PRESENT
contamination
Sustainable label Yes No No
packaging
Copper 1MG 0MG 0MG
TDS (parts per 20 150 50
million)
Packaging options (L) 0.5 AND 1 0.25,0.3,0.5,1,2,5,10 0.5, 0.59 AND 1
AND 20
Customer reviews 5 NA 77% 87%
stars
PH levels 9.5 6 5.95
Recyclable model Present Absent Absent
Product transparency Present Absent Absent
model
Green colour: most suitable Orange colour: might consider Red colour: will not opt for the option

The price is the same as competitors, but swachh jal provides a better value proposition than
the other two brands, creating opportunity for them and reducing customer switching costs
for its potential customers.

Swachh jal water is free of microplastics and other dangerous substances generated by the
leaching of microplastics, making it the first choice for its customers when compared to other
brands.

In comparison to the other two competitors, Swachh Jal will utilize paper labeling, which is
superior to plastic labeling used by other businesses, making it more sustainable.

Swachh jal includes copper in its packaged water, which has a variety of health benefits, and
customers are being taught about the benefits of copper, which will provide Swachh Jal with
a competitive advantage in the market over competitors who do not include copper benefits in
their products.

Swachh jal TDS (total dissolvable solids) are lower than those of other brands, making it the
safest water to drink.
Swachh jal offers only two packaging options, which may disadvantage them because
competitors offer more options that will cater to different customer needs, and swachh jal
cannot cater to them because introducing multiple products initially will increase the setup
cost and difficulty in managing the supply chain for them.

Customer reviews for Swachh Jal are not applicable because it has not yet been launched to
the market, and the competitors have more than 70% five-star ratings, thus Swachh Jal will
attempt to achieve greater ratings than its competitors and establish a benchmark.

Swachh Jal will supply alkaline water, something none of its competitors provide, and
according to industry trends, alkaline water is becoming more popular as it balances the
acidity in the bloodstream, preventing cancer and heart disease.

Swachh Jal will provide its customers with a recyclable model in which they may return the
bottle and earn cash, increasing sales because competitors do not use this method.

Until now, no packaged drinking brand has provided total transparency with their products,
but Swachh Jal will disclose batch-by-batch production facts for its users, allowing them to
acquire trust from potential customers and become the first choice for packaged drinking
water.

3.6: porters five forces

Buyer’s power

In the Indian packaged water sector, on-trade shops accounted for 92.1% of total market
value in 2022. As a result, the average buyer is large, which strengthens their negotiation
position and, as a result, boosts buyer power. Large purchasers, such as on-trade stores, have
more bargaining power when negotiating with participants, but smaller independent
merchants have less. The degree of retail concentration varies greatly between countries. The
retail business in India is still extremely fragmented. Consumer power is typically associated
with low retail concentration. Consumers in this market place a high value on brands, which
reduces purchasing power since shops must carry popular products. Furthermore, market
participants have a plethora of possibilities for distinguishing their products. Furthermore,
although producers rely on packaging firms, they rely less on merchants of finished goods,
such as supermarkets, because there are usually several retail outlet alternatives. As a result,
buyer power is viewed as strong.

Suppliers power

Water originating from various sources, as well as calcium, magnesium, salts, and other
similar components, are significant ingredients used in the creation of packaged water.
Despite the fact that some of these commodities may be bought from a number of sources,
price fluctuations are conceivable. On the other hand, viable alternatives are usually
available. Magnesium chloride and other functionally comparable substances can be used in
place of calcium chloride, for example, if calcium chloride becomes excessively costly or
unavailable. Because there is a growing need for more packaging that is favourable to both
customers and the environment, the influence of packaging firms is growing. Swachh jal is as
its key raw material tritan Copolyester which is going to be used in manufacturing the bottle
does not have multiple vendors and it is sold only by Eastman chemical pvt. ltd The supplier
power for this product will be strong, yet In this business, suppliers have low authority.

new entrants

The bottled water market in India expanded dramatically over the time under consideration.
This will most likely attract newbies. Major corporations such as Bisleri and Coca-Cola
dominate the market. The top four competitors wield significant power and benefit from
economies of scale, powerful brands, and a diverse product offering. Private labels also have
a huge environmental impact. Packaged water market participants might try to differentiate
their goods by stressing their health advantages and flavor. Although competing with the
brand power and reach of established companies would be difficult, a new entrant may be
able to achieve small success by stressing a unique production process or nutritional
advantages. Even if a new actor adopts a business model in which a large piece of the
production process is executed under license by bottling partners, investment in
manufacturing capacity to generate concentrates is still required. This is typically capital-
intensive and might impede market entrance. New entrants, on the other hand, can take
advantage of market niches. Some of the major rivals have already done so by catering to
local tastes. Changing consumer tastes lead to a shift toward health-focused wellness drinks.
Government regulation has an impact on several aspects of bottled water production. Food
and drinks must be produced in hygienic conditions in the majority of countries. Certain
components may be regulated: stevia, a natural, low-calorie sweetener, has been used in
Japan since 1971 and was authorized in the European Union in 2011. India just authorized it
in 2015. Furthermore, the Indian government adopted a Goods and Services Tax (GST) in
April 2017, raising the price of soft drinks, particularly carbonated beverages. As a result,
increased rules tend to dissuade recruits. In general, the possibility of new entrants is
moderate, so Swachh jal will find it easy to enter the market because it provides a good
amount of benefits to its customers, and providing a unique value proposition of micro plastic
free water will be very helpful for them to compete in this industry. At the same time, Swachh
jal will have to constantly spend on Research and development to avoid the impact of new
entrants with better product innovation as the probability of new entrants is moderate and not
low in this industry.

Threat of substitutes

Functional drinks, juices, and a variety of other meals and beverages that are more helpful to
your health than water are the most prevalent alternatives to bottled water. Leading firms in a
market usually have a diversified product portfolio, making them less vulnerable to the
danger presented by replacements caused by competition. Coca-Cola, for example, is not
only a major participant in the soft drink business, but also the industry leader in the
manufacture of bottled water. Water is a basic requirement for everyone, and other beverages
cannot entirely replace it for customers, therefore there is only a limited degree of
competition from other available alternatives, and in the future, Swachh Jal can diversify its
category to join the soft drink market to address this issue.

Degree of rivalry

The bottled water market in India is extremely competitive, with the top four competitors
accounting for 28.7% of the industry's value in 2019. Bisleri, Coca-Cola, PepsiCo, and
United Breweries, India are among the notable companies. The market players are relatively
comparable; the bulk of them are mostly active in the food and beverage industry. As a result,
competition has increased, as has the assumption that market fluctuations would have the
same effect on firms. Buyers can transfer from one player to another without incurring any
additional fees because switching expenses are negligible. This energizes the competition.
The business strategy of the company will, to some extent, define how simple it is to quit the
corporation. To exit the market, a company that manufactures packaged water through a
single integrated process must dispose assets such as specialized equipment. On the other
hand, a similar-sized company that operates its business in conjunction with a network of
bottling partners will frequently have less assets, making it easier to sell the firm when the
time comes. During the time period under examination, there was substantial market
expansion, which contributed to a decrease in the degree of competition, allowing Swachh jal
to earn a larger market share in this business. To summarize The bottled water market in India
is characterized by a level of competition that is typically regarded as moderate.

3.7: pestle analysis

Section 4: Market launch and market plan

4.1: launch plan

ASK FOR IDEAS

4.1: State how you will Launch your business (create an identity,

building awareness with your target market(s) How will you do this? Launch

event? Pop up shop? Social media? Introductory offers? Endorsement from

influencers/ bloggers?

4.2: marketing communication plan

4.2: Develop a summary marketing communication plan for your

business. Online and offline – Targeted Promotional activity/publicity/ Events/Shows/

Selling activity/ social media marketing strategy: How you will use and

combine Instagram/ You Tube/ Facebook etc? and links to your web site.
Swachh jal will use online and offline marketing to educate consumers about microplastics'
adverse effects and how its product solves the problem.

Swachh jal marketing plan would target all economic ranges because its target audience is
diverse.

Swachh jal will incorporate online and offline market.

Instagram ads.

In Instagram advertisements Swachh jal will use the geographic target feature to reach
customers in Mumbai We will use paid marketing on Instagram as it attracts 5% of total
customers visited, so for the first month we will do a promotion of 10000 to reach 35000-
90000,We will continue to promote on Instagram throughout the year by executing calculated
promotions for each month in order to increase sales. On Instagram we will attract customers
by educating them about the product and why our product is best when compared to the
options available.

Television advertisements

 we will choose entertainment channels and sports channels.

Entertainment channels will help us reach families and spread by word of mouth, and sports
channels will help us reach all age groups and set a benchmark in healthy packaged drinking
water. According to a study, sports fans are more likely to seek out healthy alternatives.

We will choose Shilpa Shetty who is an Indian television actress who is a role model for
house wives and most importantly she is known to promote healthy and sustainable brands as
a face of our company this will enable us to create a create emotional with our audience in
terms of trust in our brand.

Mumbai summer season is very harsh as it is a humid city therefore, we will run television
advertisements campaign during the summer season as people tend to purchase more water in
summer when compared to the other seasons.
Offline marketing

Posters on BEST buses which are used as public transport by everyone in Mumbai BEST
buses cover almost all of the city's locations. BEST buses are a moving advertising banner
that draws everyone on the streets of Mumbai, India resulting in allowing us to address
customer-centric marketing strategies. BEST buses are vocal for Mumbai residents, therefore
they will assist us in reaching all of our target audiences. BEST bus marketing is less
expensive than billboard advertising, allowing us to better manage our marketing budget as
our television advertisement would be costly. The high frequency of best busses in Mumbai
traffic will allow customers to get more focus for a longer amount of time, allowing us to
send a brand image into our customers' subconscious minds and shape perceptions of how
our product is the best alternative available in the market.

Product labeling: Because the bottles used by Swachh Jal can be used multiple times, we will
ensure that even if the product label becomes damaged when a consumer uses our bottle in
their daily lives, they will still bear our logo, allowing us to create more visibility for our
brand in customers who may become potential buyers.

As a water partner, we will sponsor events where we will distribute complimentary water
bottles to guests and allow them to try our product. Positive associations will be  formed.
Giving away free water bottles helps to build a favorable association with Swachh jal since it
is perceived as a kind and nice gesture. This can help to boost the brand's image and appeal to
potential customers.

All of our marketing operations will revolve upon publicizing our brand's objective and
educating clients on the need of selecting packaged drinking water intelligently. Another
priority will be to establish our reputation as a sustainable brand that is open with its
customers and provides safe drinking water at a reasonable price.
4.3: product distribution

4.3: Explain how will you sell and distribute your products or services?

Through social media? Website? Direct

to customers or through intermediaries? Selling to commercial buyers?

(other businesses?)

Swachh Jal will sell online and offline. Sales are expected to be 90% offline and 10% online.

Swachh Jal is eligible for both on trade and off trade, so it can target mass consumers. The
major on trade will be restaurants that promote health and wellness as their value proposition,
which will boost their brand image as India's first safe and sustainable brand and help
Swachh Jal reach more people.

Chakrapani distributors purezza enterprise and disha trade company will receive the products
from the storage facility near to the manufacturing plant for B2B distribution.

Distributors will sell Swachh Jal water bottles to indirect clients including supermarkets and
general stores and e-commerce platforms like Amazon and Flipkart. Distributors will also sell
to Swiggy instamart, Zepto, grofers delivery, Bigbasket, and other grocery delivery apps.

Swachh Jal will offer its items online at Swachhjal.com and through distributors offline to
enhance sales and divert users to order from the website. Swachh Jal will offer a 10%
discount to its consumers because the distributor cost will be eliminated. The remaining
amount will be used for logistic charges in B2C model to lower customer logistic costs.
Swachh Jal will use its own delivery module for B2C deliveries to save customers money
since third-party delivery companies charge by weight and packaged water is heavy and has
low margins.

In business-to-consumer sales, Swachh Jal will deliver the order within 48 hours of the order
being placed on the internet, making it easier for them to manage logistics costs as the
volume of orders increases, the cost decreases.

4.4: product price

4.4: State how will you price your service or products? (Avoid

simply competing on price). Use of a customer subscription model? Single unit

vs. bulk purchases? (Your pricing strategy should relate to the projected monthly

sales revenue in section 5.

Manufacturing cost per 1l bottle 5.25 and 1 rupee for logistics to the distributor Swachh jall
will sell its product to distributors at rupees 9 rupees which leaves Swachh jal with a gross of
rupees 3.75 out of which other expenses will be deducted such as marketing and logistics
cost.

Swachh Jal will be using competitive pricing strategy where each bottle of 1l will be sold at
an MRP of INR 20 which is the same as its competitors but the only difference will be that
Swachh Jal is that it will be providing more value to its customers by its unique value
proposition and transparency which its competitors are not providing.

Prising for distributors: distributors are going to be the major partners in reaching all the
stores in Mumbai therefore it is important for Swachh jal to make the good amount of profit
margin per bottle usually in the market the margin the distributors get from competitors is
10% therefore swachaa jal will give 16% margin to its distributors to motivate them to
recommend Swachh jal to retailers
Pricing for retailers and other indirect buyers: For Swachh jal to convince its buyers of B2B
to showcase their product in their stores and website Swachh jal will set a minimum profit
margin of 40% for its indirect customers who are the online e-commerce platforms, grocery
delivery companies and retail outlets. This will help increase the availability of the product on
every possible platform.

Section 5: Finance

5.1: start-up costs

 5.1:   Identify your start-up costs- capital items you
will need/ initial materials or stock– This should be as realistic as possible.
How much start-up capital will you need to start the business?
 

5.2: monthly sales revenue forecast for 12 months

5.2: Complete a monthly sales revenue forecast for 12
months - You should provide some written discussion of this section to explain
how you reached your sales figure.
 

5.3: 12 Month cash-flow forecast

5.3: Produce a 12 Month cash-flow forecast - You should provide some written discussion of

this section. A cashflow template is provided on CANVAS

Section 6: Critical Reflection
References
Reports, C. (2019) You're literally eating microplastics. how you can cut down exposure to
them., The Washington Post. WP Company. Available at:
https://www.washingtonpost.com/health/youre-literally-eating-microplastics-how-you-can-
cut-down-exposure-to-them/2019/10/04/22ebdfb6-e17a-11e9-8dc8-498eabc129a0_story.html
(Accessed: March 30, 2023).

today, india (2018) Bottled water companies including Bisleri, Aquafina found to be
contaminated with plastic, who launches review, India Today. India Today. Available at:
https://www.indiatoday.in/education-today/gk-current-affairs/story/bottled-water-companies-
including-bisleri-aquafina-found-to-be-contaminated-with-plastic-who-launches-review-
1190770-2018-03-16 (Accessed: March 30, 2023).

Pri24 , perky (2022) Packaged drinking water PDF pritha.s14@fmsedu-faculty-of-

management-..., Packaged drinking water pdf pritha.s14@fmsedu-faculty-of-
management-... slideshare. Available at:
https://www.slideshare.net/perkyPri24/packaged-drinking-water-pdf-
prithas14fmsedufacultyofmanagementstudies (Accessed: April 14, 2023).
Appendix

Appendix GET TEST

Appendix TEST of Creativity:

Appendix business Canvas Model

KEY PARTNERS KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIP CUSTOMER SEGMENTS
Raw material: Manufacturing of the leach proof Providing safe drinking water free Customers: The consumer segment targeted by shaucha is a mass market.
Eastmen for the tritan co-polyester pellets. water bottles. from micro plastics and other Shaucha will focus on building a community relationship with its customers which will help
harmful chemicals like arsenic also increase awareness about shaucha and its benefits followed by promoting it to others as a The indirect segment is the mothers who used packaged drinking
Labelling: processing the raw water using reduce the amount of sodium sustainable trusted brand. water for making their infants baby formula milk.
Herma labels for sustainable labelling of the product. filtration process to make it safe for present in the water.
consumption. Collaborative relationship will also be a focus to understand potential customers this will Parents who are concerned about their child’s health.
Transportation and logistics: Help customers recycle the product be done through primary research which will help in building a product which suits every
Bajrang logistics Mumbai Add copper and other minerals to easily and get paid customer type and help shaucha cater to a mass market. Health conscious consumers
water to provide healthy water.
Equipment manufactures: Provide complete transparency of people whose opt for bottled drinking water in their busy life.
Water treatment plant Package the water with brand the product to customers to make Raw material suppliers:
Bottle blowing machine labelling. them feel assured about the product All income level groups.
Filling machine quality Shaucha will make long term agreements with its raw material suppliers which will give
Labelling machine Contact distributors to make it supplier a satisfaction of not losing a customer and motivate the supplier to give their best corporates who use 20L packaging for providing water into their
Capping machine available in retail stores Add minerals and copper to the resources for shaucha. offices to their employees.
Shrink wrapping machine Educate the audience about water to make it more nutritious.
Conveyors microplastic consumption to Restaurants who provide mineral water options to their consumers.
Quality control equipment increase our sales.
Packaging equipment Distributor: Potential target segment are the restaurants who want to provide
Compressors and generators Distributors are the key to success for shaucha therefore the brand will make sure there customised packaged drinking water with their brand logo to their
are fair margins for the distributors to promote shaucha to retails stores with maximum customers.
Government agencies potential.
FSSAI
Small Scale Industry (SSI)
BIS registration certificate
Pollution control certificate

Distributors
Chakrapani suppliers
Purezza enterprise
Disha trading company

KEY RESOURCES CHANNELS

The key resources will be the manufacturing and storage facility of the business to execute the business
total of 6000 square feet industrial land with a shed to conduct smooth operations with a borewell for water supply. Shaucha will sell its product using online and offline channels:
100kv electricity connection to support the load of the machinery and concrete road for easy logistics transportation. Online: B2C through company’s website directly to the consumers, grocery
The area should have a small office space to conduct commercial operations for customer relationship. platforms such as Zepto, Swiggy instamart, dunzo, and grofers.

A strong labour workforce to manage the operations in the manufacturing unit and office B2B sell the product to distributors which will create a strong offline
Good marketing team which I will be monitoring presence in the retail stores due to good distribution network of the
Executives will include chemical engineers, technician, operations team, human resource team and finance team. distributors.
3 strong distributors for retail presence
A person who has good expertise in creating a website.
COST STRUCTURE REVENUE STREAM(S)
The cost structure is divided into
First revenue stream will be Customers of all age group who are willing to pay for healthy packaged drinking water which will assures them to be completely transparent to its customers.
Second revenue stream will be through distributors who will sell the bottled water to the offline retail’s stores
Online revenue stream will be generating 20% of the sales and offline will generate 80% of the sales
Third Potential revenue stream will be customised labelling for the restaurants

Appendix Value Proposition

Appendix Equipment Lists

Office Manufacturing plant

Bill printing system Automatic air jet vacuum cleaning machine
Telephones Screens
Wifi router Automatic bottle filling machine
Computer setup Automatic bottle capping machine
Scanner Automatic single side vertical labelling machine
Desk calendar Packing conveyors
Shredder Ss slat conveyors
Web camera Bend conveyors
USB drives Inspection conveyors
Notepads Turn table
Fax machine Water treatment plant
First aid kit Bottle blowing machine
Desk lamps Shrink wrapping machine
Filing cabinets Water testing laboratory setup
 Envelopes Air handling system
Trash cans Ozone generator
Fire extinguisher Uv sterilization equipment
Cups, mugs, and plates High-pressure water pumps
Coffee maker Copper storage tanks
Water dispenser Chemical dosing equipment
Sanitizer, and paper towels Reverse osmosis (ro) equipment
Recycling bins Coagulation and flocculation equipment
Desk chairs Sedimentation tank
Dry erase boards Grit chamber
Paper clips Goods lifter
Wall clocks Goods transporter rollers
Bulletin boards Power emergency cut-out system
Mailing envelopes Surveillance system
Guest chairs Visitor lab coat and shower cap
Office tables and desks Fire safety system

Appendix Supplier details

Supplier Name Products/Services

Shree Madhav Chemtech Potassium Bi Carbonate , Magnesium
Sulphate , Calcium Chloride And Sodium
BI carbonate Food Grade
Eastman chemicals company Tritan co-polyester resin
(bottle manufacturing raw material)
Tata power Electricity supplier
Herma labels Bottle label
Harikrushna machines Washing systems, filling systems, capping
systems, labelling systems, composite
packaging line(liquid), special purpose
machines, ancillaries
 Prerana Laboratories Water testing kit
Shitap hospitality Raw water supply from borewell owned by
Shitap hospitality
Balaji Rotomoulders Pvt Ltd Copper tank supplier

V. R. Enterprises Vending machine supplier

Appendix Partner Details 

Company name Product/ services

Chakrapani Suppliers
Purezza Enterprise Distributors of packaged drinking water in Mumbai
Disha trading Company
Rekpro Provides Manpower for the business to function
Raigad Security Solutions CCTV Setup
Jain Anurag & Associates Chartered accountant service
Marque Digital Marketing Management
Food Safety and Standards Authority of
India (FSSAI) For all necessary licences to operate the business.
Small Scale Industry (SSI)
Bureau of Indian Standards (BIS)
Pollution Control Board

Shopify Pvt.Ltd. Website partner

Bajrang Logistics For transportation of goods
Equinox Labs Pvt.Ltd. Water testing partner
Shitap Hospitality Manufacturing premises and warehouse partner
ICICI Lombard Premises insurance partner

Appendix Business Location with Map

Appendix PESTLE Analysis of Sector
Appendix Porters 5 Forces analysis 
Appendix SWOT analysis of Own Business compared with Competitors 

competitor swot analysis bisleri https://www.marketing91.com/swot-analysis-bisleri/

Brand Recall: Bisleri's product is well-known across the nation. As a result, it has a very high
brand recall in the eyes of buyers. The product has grown so well-known that it has become
associated with mineral water. This is a huge win for the company since its beliefs and ideals
obviously connected with people. This has also gained the brand's consumers' confidence.

Quality Control: They have always prioritized product quality and have never compromised
on it. To separate themselves from competition, they stated that their bottled water was 100%
safe. They used the breakaway seal to ensure that they keep their commitment.

Innovation: They have constantly sought for product innovations. They were the ones that
switched from glass to PET bottles to assure quality. PET bottles are 100% recyclable, which
benefits the environment. To protect the purity, they invented the breakaway seal. They also
created hexagonal bottles for improved handling, balancing, and use. They produced large
family packs for use in homes and businesses.

Market Share: According to a Euromonitor analysis from 2016, Bisleri has a 24.6% market
share in the nation.
Bisleri has no direct competitors: Aside from Aquafina and Kinley, Bisleri has a pretty
comfortable market share in the nation.

Point of purchase marketing - Bisleri is recognized for being highly forceful and aggressive
when it comes to point of purchase marketing. It effectively marks the stores of its dealers
and distributors around the nation. Furthermore, the colors utilized are bright enough to be
seen even at high speeds on highways. As a consequence, the branding effort generates a
solid total turnover.

Weakness Distribution strategy: Bisleri's route selling strategy is more costly than the
traditional way of hiring distributors in various locations. This raises the price, and many
merchants refuse to hold the merchandise. This immediately undermines their distribution
capacity, income, and market share.

Bottle Reuse by Locals: Many locals collect Bisleri bottles and refill them with local filthy
water, which they then mix with the original batch. This harms Bisleri's brand image and may
be dangerous during consumption.

Faults in Production: It often comes under criticism for quality shortcomings. This reduces
the value and repute of their brand. A similar lawsuit resulted in them losing the license to
manufacture at their Noida site.

Untapped market Potential: It is unable to satisfy the market potential of south India as well
as other parts of India. Because demand is so high, production is not as high as it should be.
Naturally, there are additional constraints to manufacturing, such as government regulations.
So, if output is expanded, Bisleri will be able to meet the market's potential.

Expansion of Opportunities: It may extend in many regions throughout the worldwide

markets to improve market sales and profits. Europe and the Middle East are also profitable
options.

Expected Growth pace: Packaged water expanded at a pace of 23-25% over the previous
year, about twice the rate of carbonated beverages. This demonstrates that the nation still has
a lot of promise.
Premium Segment: It has the potential to develop a premium bottled water for 5-star hotels
and high-end clientele. It may broaden its target audience and profit from this market as well.

Matching supply and demand - The consistent supply and refill capacity of Bisleri is a key
barrier for any merchant considering switching to a brand other than Bisleri. The more Bisleri
produces, the more markets it will be able to dominate and the better it will be able to balance
demand with supply. This will significantly improve its income.

Threats

Competition: This product category is becoming more saturated in Indian marketplaces.

Coca-Cola, Pepsi, and Tata Global Beverages have all introduced bottled mineral water in the
nation. This might have an impact on the company's market share, reducing earnings and
sales.

New Market Giants: Aside from this, there are numerous other market giants pursuing India's
wealthy mineral water business. Nestle, Tata, HUL, and the DS group are also interested in
this market. This would raise the stakes of the battle to the next level.

Localized players: Because the obstacles to entry are low in the bottled drinking water sector,
several rivals have emerged in diverse locations. They may provide larger margins to
merchants and grab the market in pockets since they have a smaller operation than Bisleri.
Bisleri is suffering from this in isolated parts of metropolitan areas.

RO & Filters: The increased sales of water filters and ROs in the nation are also affecting
Bisleri sales. When traveling, many prefer to bring their own water rather than purchasing
bottled water from a merchant. And as the prices of such filters decline, the danger grows.

Counterfeiting: Local and illegal manufacturers package their goods identical to Bisleri and
sell them at local destinations, reducing Bisleri's market share.

Changing Government Policies: For every drop of water packed, some must be returned to
the soil to ensure environmental sustainability. Bisleri would have to adjust their
manufacturing style to comply with regulatory regulations. This would raise their
manufacturing costs, causing their goods to be more expensive or reduce their earnings.
Second competitor swot analysis Aquafina https://www.marketing91.com/swot-analysis-
aquafina/

Strengths

Health and Hygiene Concious: Given the rising number of water ailments and their effects,
the packaged water category is a healthier alternative.

Aquafina's brand value has increased because to the help of PepsiCo. PepsiCo has had a
significant role in Aquafina's rapid expansion and expanded reach.

Strong Branding and Marketing: Aquafina has fared well in terms of branding and marketing.
Aquafina has been effective in advertising itself as a brand, from local point of purchase
branding to TV commercials.

Aquafina has an extremely robust distribution network as a result of PepsiCo's excellent

supply chain. Aquafina may be found anywhere from tiny retail chains to huge hotels and
restaurants.

Packaging that is ecologically friendly: With the development of ECO-FINA, Aquafina has
created a 100% recyclable plastic bottle that is very environmentally friendly.

Differentiation: Aquafina offers a distinct product offering with its Flavored water products
and Sparkling water. Aquafina body care and skin care products are also widely available.

Weakness

strong Competition: The presence of strong competition like as Bisleri, Kinley, Bailey, and
others hinders Aquafina from increasing its market share.

Misuse of empty bottles: There have been several instances when empty branded bottles have
been used to refill with contaminated water, affecting the company's image.

Lack of distinctive factors: Aquafina does not have anything to separate itself from the other
brands in the Packaged waiter category.

Opportunities
Distribution: Increasing product distribution is the best and only option for water firms to sell
more units. Water is a universal need, hence the more the brand's presence, the greater the
sale. Of course, manufacturing and shelf life are also bottlenecks in distribution.

Increasing Awareness: There is a growing awareness of the need of pure and sanitary water,
which benefits the bottled water sector.

Acquisitions: In order to increase market share and lessen competition, Aquafina should try to
buy competitors.

Tie-ups: Aquafina could explore for additional tie-ups with hotels, restaurants, sports teams,
and other organizations to improve sales and marketing.

Threats

Water scarcity is a serious danger to Aquafina since the government may decide to restrict
water supplies to packaged drinking water firms. When there is a water scarcity, these firms
sell the water back to customers. Many people object to this because they feel that mineral
water firms should not be provided with water in the first place and that it should be
distributed to consumers.

Low capital required: The packaged water sector requires less capital, particularly at the local
level, making it simpler for new players to join the market.

High brand switching: When it comes to packaged water, customers typically do not have a
brand preference, hence sales are determined by the retailer/seller. People will drink any
brand of packaged drinking water provided to them as long as it is packaged drinking water
and they are thirsty.

Local Competition: Because local competition has become an impediment to industrial

expansion, the increase of local competition is also a danger.

Appendix Primary Research Questionnaire 

Appendix Research Plan for Primary Research

The planning for conducting primary research among customers in Mumbai, india included
the making of the questionnaire so that an online survey can be conducted on Google Forms.
The research plan was associated with the realisation of the needs and wants of customers so
that better propositions can be offered after the research has been done. A survey is a potential
method for primary data collection from a large number of participants. This was the
fundamental reason for its selection while planning for the primary research for Swachh Jal.
The necessity of evaluating the data made it essential to consider the responses of the
participants. The plan also included the inclusion and exclusion criteria of the participants so
that relevant individuals can be reached in the data collection process.

Appendix Market Launch Plan

Appendix Marketing Plan- 4Ps

Product

The product is packaged drinking water which is consumed once by every individual once in
their lifetime and is the fist option for many people for their daily water needs. There are
multiple options available in the market for packaged drinking water in Mumbai, india but
Swachh jal water is different prom all the other brands the water sold by Swachh jal is a
mineral packaged water available in two different product sizes one is 0.5liter and the second
one is 1liter Swachh jal water is different from others brands available in the market Swachh
jal provides water with PH levels which fall under alkaline scale this helps in managing the
acidity in human blood stream. Swachh jal water provides a low sodium content in its water
of 0.1mg which is negligible and dosent affect cause health problems like high blood pressure
in long term consumption therefore it is the safest water. Swachh jal also provides benefits of
added copper in the water which is an increasing trend in the industry therefore the product is
fit for the market. The main USP of the product and differentiator from other brands is the
bottle which Swachh jal will use will be made of tritan co-polyester which is a type of plastic
which dosent lech microplastic and other chemicals into the water when the product comes
with contct of heat like other brands product does as the other brands use Polyethylene
Terephthalate which I not a high quality plastic therefore Swachh jal packaged drinking water
will be the safest water for consumption in the market.

Price

Place

Packaged drinking water is a product which consumers tend to purchase from bricks and
mortar stores, online grocery stores and have also adapted purchasing directly from the
company’s website after the covid-19 pandemic. Due to the current industry sales ration
where on trade accounts for the major share of 92.1% and the remaining share of 7.9% by
other channels. Swachh jal will sell its products using third party distributor network which
will help in reaching more sales channels in Mumbai, india which includes retail stores, super
markets, online grocery delivery applications such as zepto, swiggy instamart, natures basket
amazon, filpkart and other similar platforms. Swachh jal is using thirdparty channel because
they already have an established network and they are trusted by their clients which will help
in increasing the availability of the product in the market.

Swachh jal packaged drinking water other channels will be its own website as after the
pandamic people have adopted ordering water to their doorstep for daily consumption and the
website will also be used to stand a position against competitors like Bisleri international in
the business.

The thirst channel of the sales is based on the primary research conducted in the online
survey where potential customers opted for vending machines in malls as a purchasing
channel of packaged drinking water. And according to us this will also give us a competitive
advantage to restaurants in the mall which overcharge for water as they provide service to its
customers. Product sales using vending machines will also boost the sales and become the
first choice of consumers as vending machines are fascinating for Indians and is not easily
available across Mumbai therefore it will be advantageous to Swachh jal.
Promotion

the fist target audience for promotion of Swachh jal will be its employees as they are the who
can not only work to make the brand bigger but also spread the message through word of
mouth to their family and friends to make this strategy work Swachh jal will make sure that
their employees are satisfied with the company’s work environment and support company’s
vision/mission.

Swachh Jal will use the geographic target function of Instagram adverts in order to
communicate with potential clients in Mumbai. We will utilise paid marketing on Instagram
since it draws 5% of the total consumers visited; hence, for the first month, we will perform a
promotion of 10,000 in order to achieve 35,000–90,000; we will continue to advertise on
Instagram throughout the year by carrying out promotions that have been estimated for each
month in an effort to grow sales. On Instagram, we will engage potential clients by informing
them about the product and demonstrating why our offering is superior to the alternatives that
are already on the market.

The posters displayed on BEST buses, which are widely used by the public for transportation
throughout Mumbai, serve as mobile advertising billboards that capture the attention of all
those on the city's streets. This enables us to implement customer-centric marketing strategies
and effectively reach our target audience. BEST buses are a prominent fixture in the lives of
Mumbai residents, providing us with a valuable opportunity to connect with our customers.
Marketing on BEST buses is a cost-effective alternative to billboard advertising, allowing us
to better allocate our marketing budget, which could otherwise be spent on expensive TV
advertisements. The high frequency of BEST buses in Mumbai traffic allows for extended
exposure to our brand, which can subconsciously shape consumer perceptions of our product
as the preferred choice in the market.

Swachh jal will also use its website for promotion as it is the first experience of the customers
from the company. Swachh jal will make sure the company’s website is always updated and
portrays a clear message of is core values of providing the safest packaged drinking water. To
reach more audiences Swachh jal will use SEO to reach more consumers.

For more details on promotion please refer to section 4.2

Appendix Instagram marketing

Appendix television advertisements

Appendix website

Appendix product labelling

Appendix BEST bus

Appendix Digital Marketing Google Certified Course 

Cash Flow Forecast 12 months

Sales Revenue forecast 12 months

Break Even Forecast 12 months

Appendix Balance Sheet and Profit and Loss Statement

Appendix necessary Licenses and registration

Licenses and registration Description License Cost
validity
Registration Of The Company incorporation is a legal procedure used to establish Lifetime ₹7899
Company a business or corporate organization. An incorporated
Swachh Jal Pvt. Ltd. corporation is a legally recognized autonomous legal body.

Food License From The The Indian FSSAI safety and standard administration has 1 year ₹7500
Food Safety And supported certain rigorous standards for mineral water
Standard Authority Of factories in India. Those who operate without a food license
India face sanctions from this authority. As a result, obtaining a
food license is a legal requirement for the packaged water
facility in India.
GST Registration GST Registration is the procedure through which a taxpayer Lifetime ₹0.00
becomes registered under the Goods and Services Tax (GST).
After completing the registration process, the Goods and
Services Tax Identification Number (GSTIN) is provided.
SSI Registration SSI registration is critical for the development of India's Lifetime ₹1499
small-scale companies. Thus, in order to access various
benefits of government subsidies
ISI Certification issued Since 1955, the ISI mark has referred to a standard- Lifetime ₹11000
by BIS Registration compliance designation for certain items in India. The mark
Certification certifies that the product complies with the Indian standard
(IS), which is supported by BIS, an official government
authority.
Pollution Control The state pollution control board issues a pollution control 1 year ₹3000
Certificate From SPCB certificate to the company permitting it to operate.

Trademark Registration Under the Trademark Act of India, trademark registration is lifetime ₹9000
an intellectual property registration. brand registration grants
intellectual property ownership, exclusive use rights to the
registered brand, and legal protection in the event of
trademark infringement.
https://corpbiz.io/learning/start-mineral-water-plant-in-india/

https://www.indiafilings.com/learn/trademark-registration-vs-company-registration/
#:~:text=Trademark%20Registration%20is%20an%20intellectual,in%20case%20of
%20trademark%20infringement.

https://razorpay.com/learn/gst-registration-eligibility-process-documents-and-penalties/

Appendix Operations Plan (may use Gantt Chart)

Appendix HR Plan