Bottled water major Bisleri International Pvt. Ltd has recently expanded its reach to the UAE market. The company is already present in close to 1000 retail outlets across seven emirates, and now plans to be in over 4500 stores by end of the year 2017.
It has introduced 1.5 litre and 500 ml bottled water with plans to expand into small SKU’s (200 to 330 ml) and large segments (5 litre to 5 gallons) gradually.
On the expansion, MD and Chairman at Bisleri International Pvt. Ltd, Ramesh Chauhan said, “Bisleri is the No. 1 mineral water brand in India having more than 60 per cent share in India. It was the first water brand in India, launched in the 60s. And till today, people ask for Bisleri instead of bottled water. So clearly our USP is our brand heritage. It is now introduced in gulf through an association with Korus, which specialises in launching fast moving consumer brands in F&B markets. We already have a strong emotional appeal among the Indian diaspora and with our premium quality bottle, sweet ground water and differentiated colour we are sure to appeal to the cosmopolitan population of the UAE.”
“It was a simple decision — the mid-segment is the largest in the category, Bisleri is our most well-known brand, so it was an obvious decision to launch it first. We have Vedica for the upper end, which we shall launch at the appropriate time. The next step is to increase distribution across the different channels — retail, hotels, restaurants and cafeterias. As with every new brand, this will be a step-wise process and will take its required time. But we are confident we will get there soon.” Chauhan added.