A Brand That Made A Splash: Bisleri
Bisleri is synonymous with water in India. Customers ask for Bisleri when they refer to packaged drinking water.
On November 20, 1851, in Verolanuova, Italy, an Italian entrepreneur, inventor, and scientist named Signor Felice Bisleri established the Bisleri company. To begin with, Felice Bisleri created Bisleri as an alcohol remedy with cinchona, herbs, and iron salts.
Felice Bisleri’s family doctor was Dr Rossi, and the two families were great friends. When Signor Felice passed away in 1921, Dr Rossi, assumed control of the business.
In India, Dr Rossi had a close acquaintance who doubled as a lawyer and a trusted adviser to the Bisleri. Khushroo Suntook, a lawyer and close friend of Rossi’s, was instrumental in launching Bisleri in India.
India launch
Rossi thought up the notion to market water in India. There was plenty of water overall, but not enough potable water. Together with Suntook, he created a business strategy.
In 1965, Rossi’s theory began to gain traction. Khushroo Suntook established the first Bisleri Water Plant in Thane, Mumbai, that year. Water sales in India were thought ridiculous at the time, but Rossi and Suntook persisted in their efforts to bottle water for sale.
Bisleri soda and mineral water first debuted in India. It was exclusively served in five-star hotels (which catered mostly to international guests) and high-priced eateries/ restaurants
However, the brand required more exposure to succeed. Both Rossi and Santook understood that if they restricted their product offerings, they would fail to reach their goal.
Purchase by Parle
Khushroo Suntook put Bisleri up for sale, and the brothers Chauhan, founders of the Parle Company, paid him four lakhs of rupees for it. The thought of bottled water never even crossed their minds as they were looking for a branded soda to round out their offerings.
After 1969, when both Parle and Bisleri were producing various products for the market at the same time, Bisleri grew substantially. They advocated for the brand’s global expansion. Bisleri developed a novel method to create carbonated and non-carbonated mineral water in India.
Shift in focus
In 1993, Ramesh Chauhan sold his cold drinks portfolio to Coca-Cola for Rs 186 crore. By 1995, he had shifted his attention to the bottled water market to reach the common man.
The goal of Parle’s work was to influence the common man.
Because of its low value and high weight, water was not a popular commodity among transportation companies. Thus, Chauhan concluded that the business should handle water delivery internally. Today, 5,000 Bisleri trucks distribute the water bottles to 4,500 wholesalers throughout the country.
Advertisements for Bisleri began with a butler wearing a bow tie and the slogan “Bisleri is veri veri extraordinari.” The commercial was successful in attracting customers because it conveyed a sense of internationalization.
It also debuted a new, inexpensive 500-ml bottle at Rs 5.
Bisleri’s plan was successful, and his message spread far. As a bonus, it also addressed the problem of mobility and made the product cheaper. The firm expanded by 400% and had a 40% share of the bottled water bottle industry.
The colour change
Bisleri’s growth and expansion throughout the years may be directly attributed to the many new products it has produced. The corporation made the move from blue to green bottle labels in 2006 to set itself apart from rivals.
Development of new products – 2010 to 2020
Both Bisleri and its wares gained popularity. It introduced the world the carbonated soft drinks such as Spyci, Limonata, Fonzo, and Pina Colada, as well as the first Club Soda and Vedica- Himalayan water.
How Bisleri got where it is today
Bisleri still dominates the bottled drinking water market, despite the emergence of new competitors. Bisleri is most known for its bottled drinking water, but the company offers many other items as well.
The Parle research group was always looking for new methods to make Bisleri available to the general public.
Bisleri sets its prices based on the area or region. You may find Bisleri water bottles at cheaper prices than those offered in theatres, airports, and restaurants by the side of the road or at convenience stores, train stations, bus stations, and other public transportation hubs.
Market research shows that Bisleri’s approach to advertising resonates with its target demographic.
Bisleri uses a wide variety of marketing strategies, including traditional media like television and print ads, as well as non-traditional methods like word-of-mouth and outdoor advertising like billboards and posters. The brand also has an extensive website with information on all of its items. Many people remember the original Bisleri commercial for its memorable catchphrase, “Bisleri is veri veri extraordinari.” Bisleri’s many marketing efforts have generated a lot of buzz for the company. Notable campaigns include “one nation, one water,” where labelling was done in different languages to connect with people from different regions; “Har Pani ki Bottle Bisleri Nahi,” where they promote the idea that not all water is pure and hygienic like Bisleri.
For almost twenty years, Bisleri has dominated the Indian bottled water industry with an extensive range of offerings. It now has 122 factories in India and neighbouring countries, making it not just the market leader in India but also a global player. The bottle with the green top is widely available in India.
Bisleri, with a concept previously considered crazy, now controls 60% of the sealed water bottle market in India. The value of Bisleri in the Indian market was $24 billion in 2019, and analysts predict that the figure would rise to $60 billion by 2023.
From 1969 until 2021, Bisleri has had remarkable expansion. Its increasing consumer base and continued dominance in the market are clear indicators of the brand’s success.
Reference
https://marketfeed.com/read/en/from-4-lakh-to-7000cr-the-story-of-bisleri
