Many people in India ask for a “Bisleri” when they want a bottle of water, even if they get a different brand. Have you ever wondered how Bisleri became so successful? It’s a leader in the industry, holding 60% of the market share and is synonymous with bottled water.
What was once considered a crazy idea by Bisleri now dominates the market. This is all due to its innovative marketing strategies. By recognizing the potential in the packaged mineral water industry, Bisleri has become a worldwide name.
With 17 factories, 33 co-packers, 11 franchisees, and a wide distribution and retail network across India, Bisleri is leading the Aqua Green Revolution.
Bisleri, originally an Italian company, was bought by Parle in 1969 and has become one of India’s largest companies. Its rise to fame is due to consistent acceptance and strategic changes.
Bisleri Water History
Bisleri was created by an Italian businessman, inventor, and scientist named Felice Bisleri. He was born in Verolanuova on November 20, 1851. Initially, Bisleri was made by Felice Bisleri as a remedy for alcohol, using herbs, cinchona, and iron salts.
Felice Bisleri passed away on September 17, 1921. His family doctor, Dr. Rossi, took over the Bisleri company due to his close relationship with Felice Bisleri.
How did Bisleri become an Indian brand?
One of Dr. Rossi’s close friends, who was a lawyer, worked as a legal advisor for the Bisleri company. His son, Khushroo Suntook, also a lawyer, played a significant role in bringing Bisleri to India.
A few years after India gained independence, there was a growing need for new businesses. During this time, Rossi came up with an idea for a new business venture. He thought that the water industry would be very successful in the future. Despite water being widely available, many people didn’t have access to clean, mineral water. So, with the help of Khushroo Suntook, Dr. Rossi started working on his business plan.
When did the first factory of Bisleri set up in India?
In 1965, Dr. Rossi’s dream came true. That year, Khushroo Suntook opened the first Bisleri Water Plant in Thane, Mumbai. Even though people thought Rossi and Suntook were crazy for trying to sell water in India, they didn’t let that stop them. They went ahead with their plan and started producing bottled water.
At that time, the quality of drinking water in Mumbai was very poor. While people from lower and middle classes could manage with this water, it was difficult for the rich and foreign visitors staying in big hotels. They would have appreciated this water as much as nectar.
How did Bisleri become the common man’s need?
How Parle reinvented Bisleri?
Ramesh Chauhan, one of the brains behind ‘Parle Company’, bought Bisleri from Khushroo Suntok for a mere Rs 4 lakh. This happened just four years after the Bisleri water plant began operations in 1969.
The simultaneous production of beverages, soft drinks, and soda by Parle and Bisleri led to rapid growth after 1969. As the brand gained popularity in India, the company decided to go global. The firm introduced both carbonated and non-carbonated mineral water, leading to a surge in mineral water production in the country.
Bisleri’s Counterfeit Challenge
Bisleri water bottles are currently the top brand in the country. The company’s success has led to many other firms copying the Bisleri water bottle and selling it in the market.
When others start copying you, it’s a clear sign of success! This is evident in the story of Bisleri, a water bottle manufacturer. Many companies have imitated Bisleri’s water bottles, producing similar products with names like Belsri, Bilseri, Brislei, or Bislaar. So, be careful when you purchase a Bisleri.
To strengthen customer trust and educate consumers about the difference between genuine Bisleri and fake alternatives, Bisleri has launched a new comprehensive campaign called ‘Samajhdaar Bisleri Peete Hai’.
Over the years, Bisleri has introduced many products that have helped the brand grow and expand its customer base. In 2006, the company changed its bottle labels from blue to green to stand out from its competitors.
Despite the growing competition in the bottled water industry, Bisleri holds a 60% market share. While Bisleri offers a variety of products, it is most known for its bottled drinking water. The company has managed to keep its customers satisfied through various marketing strategies.
Bisleri’s Marketing Strategies
Bisleri uses a mix of promotional strategies, including TV ads, print ads, direct selling, and the use of billboards, posters, and banners. The brand has a comprehensive website where all its products are listed. Bisleri’s catchy one-liner “Bisleri is veri veri extraordinary” from its first ad has caught the attention of consumers. The brand has gained significant recognition through its various promotions.
Noteworthy campaigns include “One Nation, One Water”, which used multiple languages to reach people across the country, and “Har Pani ki bottle Bisleri Nahi Hoti”, which emphasized that not all water bottles are as clean and safe as Bisleri.
Location-based pricing strategy
From Being Considered a Crazy Idea to Becoming One of India’s Leading Brands
As of 2019, Bisleri was valued at $24 billion in the Indian market. It’s projected that by 2023, this value will increase to $60 billion.
From 1969 to 2021, Bisleri has seen significant growth. The brand’s success is evident in its growing customer base and its ability to maintain a leading position in the market.
Bisleri has been a leader in the Indian bottled water market for over two decades, offering a wide range of products. The company has not only dominated the Indian market but has also expanded globally, with 103 factories in India and nearby countries, including the United States and Canada. You can find the green-capped bottles in almost every store in India.
