New Delhi: Kinley has overtaken Bisleri to emerge as the largest-selling packaged drinking water brand in India, claims Coca-Cola.

The national retail stores audit by ORG-Marg for the year ended 31 July 2002 put Kinleys marketshare at 35.1 per cent compared to Bisleris 34.4 per cent. According to the market research agency, Bisleri lost 0.7 per cent share of the retail market to Kinley.

Commenting on Kinleys growth, Coca-Cola deputy president Sanjiv Gupta says: This proves the success of operations, marketing and distribution synergies. It was certainly not easy to displace the countrys No 1 water brand in just two years. Our efforts to increase the production and strengthen the distribution network will continue to fulfil the growing demand for Kinley in the market. Coke has also introduced a new business model for manufacturing Kinley through contract packing deals that were struck throughout the country.

Also, the bulk water business started booming in early 2001 and the company responded through a string of takeovers in the metros. Launched in June 2001, bulk water packs now constitute nearly 40 per cent of the water business. Chennai, for instance, now sells more bulk water than retail.