Bisleri enters the spring water segment with big plans

The Rs1000-crore bottled water industry is set for more action as Bisleri now enters the spring water segment, reports CNBC-TV18.

Bisleri's entry into the bottled spring water category with 'Bisleri Natural Mountain water' is sure to make players like Himalaya and Catch sweat. The bottled water industry is growing at 40 per cent and is expected to touch Rs5,000 crore by 2010. Natural spring water is 5 per cent of the total bottled water business.

Currently Himalaya leads the segment with 50 per cent market share. Bisleri, had considered buying out Himalaya, but today has set ambitious sales targets to overtake the market leader.

Ramesh Chauhan, chairman, Bisleri International, says, "We are targeting 10 million cases in two years time, and that is going to be worth Rs200 crore."

Bisleri has also changed its corporate colours from Blue to aqua green and will invest close to Rs30 crore in marketing and advertising. Its mountain water will be bottled in Bisleri's plants in Himachal and Uttaranchal. The company is also looking at setting up atleast four more plants in the next one year.

For now, Bisleri will be focusing on the natural spring water segment. However, after a year, the company is expected to explore other product line extensions as well.