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Bisleri

Bisleri International Pvt. Ltd.

Type Public Limited

Founded 1965

Headquarters Mumbai,India

Key people

(founder)

Ramesh J. Chauhan

(Chairman Bisleri

International

Pvt.Ltd.)

Products bottled water

Parent Parle Bisleri

Website Official Website

http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Holding_companyhttp://www.bisleri.com/http://www.bisleri.com/http://www.bisleri.com/http://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Indiahttp://en.wikipedia.org/wiki/Mumbaihttp://en.wikipedia.org/wiki/Types_of_business_entity

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Bisleriis 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.

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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

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History

Bisleri Bottle

Bisleri was originally an Italian company created bySignor ,

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 bottlesin 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)

http://en.wikipedia.org/wiki/Signor_Felice_Bislerihttp://en.wikipedia.org/wiki/Signor_Felice_Bislerihttp://en.wikipedia.org/wiki/Signor_Felice_Bislerihttp://en.wikipedia.org/wiki/Parle_Productshttp://en.wikipedia.org/wiki/Parle_Productshttp://en.wikipedia.org/wiki/Parle_Productshttp://en.wikipedia.org/wiki/Signor_Felice_Bisleri

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Parle Agro, led by Prakash Chauhan and hi, Alisha andNadia (owner of the brands such asFrootiand Appy)

In 1995 Ramesh J. Chauhan started expanding Bisleri

operations. In 2003 Bisleri announced its venture to Europe. Allshares 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 namefor 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

http://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Genericized_trademarkhttp://en.wikipedia.org/wiki/Frooti

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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 KohliofI ndia 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?

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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 marketpenetration 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 thestates 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. Ofthis, 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

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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 watermarket 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 abulky 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

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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 anaverage 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 advancedprocedure 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

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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 ofthe water during filling and the shelf life of the product.

The 4Ps

PRODUCT : - The main product of the company is the mineralwater 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 companyor 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

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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 thecountry.

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 itsadvertising and marketing objectives.

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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

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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 jarsfor 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 rawmaterials 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:

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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.

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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

carbonand odor and also acts as chlorine remover. Then it is

passed through 10-micron filter. Then it goes through

REVERSE AUSMOSES PLANT, which contains semi-

pomitable 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:

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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 purposeis 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 thefilling 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

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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 likePH METER, TDS(TOTALDISSLOVE SOLIDS) METER, NEPHLOMETER,

SPECTROPHOTOMETER AND MEASURING OF

TUBILITY.They also do aerobic microbial count and

pathogen testing.

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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.