Bisleri goes green, launches Natural Mountain

The pioneer of the bottled water in India goes for a makeover, changing its corporate colour from blue to aquagreen.

india Updated: Oct 18, 2006 17:05 IST

Bisleri on Wednesday launched it new product 'Bisleri Natural Mountain Water'. The pioneer of the bottled water in India has also gone for a makeover, changing its corporate colour from blue to aquagreen.

Announcing the new initiative, Bisleri International chairman Ramesh Chauhan said, "Our foray into the spring water segment is aligned with the customers' needs."

"The Mountain Water emanates from a natural spring, located in Himachal Pradesh and Uttaranchal. An initial investment of Rs 100 crore has been earmarked for the project on packaged natural water. Rs 30 crore will be invested in two plants in Uttaranchal and Himachal Pradesh, while Rs 70 crore will be invested in the infrastructure. The product will be bottled in two plants in Himachal and Uttaranchal. The Uttaranchal plant will begin operation next year," he said.

They are also scouting for four more locations from where they look to source natural water. These are in South and West India but nothing has been finalised so far.

The product will be available in six different pack sizes of 250 ml, 500ml, 1 litre, 1.5 litre, 2 litre and five litres. The cost of the 1 litre bottle will by Rs 20.

About the marketing target, Chauhan said, "The natural water, which accounts for about 5 per cent of the total bottled water segment, is expected to grow significantly. We foresee 10 million cases of Mountain water sale in the next two years."

About the changing the brand colour Chauhan said, "You will find all the bottled water in India in blue package. As leader, we want to differentiate ourselves and hence adopted this aquagreen colour."

Bisleri partner Parmit Shanghvi said the initiative was taken three years ago to go closer to the nature in a manner that it retains the natural quality of water emanating from springs in the mountains.

First Published: Oct 18, 2006 17:01 IST