The market leader in packaged water is ready with an energy drink
Reuters
Mumbai: After dilly-dallying for a while, Bisleri International Chairman Ramesh Chauhan is finally ready to go beyond his domain of packaged water and re-enter the beverages business. On the cards is a new, ‘healthy’ drink, tipped to be uncorked in January.
Chauhan, who sold his iconic soft-drink brands Thums Up, Limca, Gold Spot and Citra to Coca-Cola in the early 1990s, was hesitant to re-enter the beverages segment, especially without an adequate differentiator. But now, he claims he is ready with a new beverage — an energy drink with health benefits. “We have to create a niche in beverages. Even if it is an energy drink, it has to be unique. Since it is coming from Bisleri, it has to be a healthy beverage,’’ said Chauhan. “Our beverage will be based on a fruit flavour that is unique and will be available in both cans and bottles. It will be a healthy offering,” he said. The beverage is likely to be a new brand and not necessarily launched under the Bisleri brand name.
Today, Bisleri is the market leader in packaged water with more than 60 per cent share. It has extended itself to categories such as sodas and a natural mineral water brand Vedica. A third beverage brand is likely to complete its portfolio. “Bisleri is on a good footing in the beverages category as distribution is its biggest strength today,” says Jagdeep Kapoor, Managing Director, Samsika Marketing Consultants. “It should try and create a new category within beverages.’’
In fact, the timing of Bisleri’s beverage launch early next year will coincide with Chauhan’s brother, Parle Agro Chairman and MD Prakash Chauhan’s entry into the carbonated soft-drinks segment with the brand Café Cuba.
But while Ramesh has a ‘healthy’ beverage in mind, brother Prakash’s offering has caffeine content and caters to the ‘coffee rush’, which is getting popular in India.
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