Why Do You See Bisleri Everywhere in India?

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Imagine a world where clean drinking water is as accessible as a quick trip to the store. That dream has become a reality for millions in India because of Bisleri 😃

No matter where and what you are doing, a Kirana shop is all you need, and Bisleri is yours. But what if I told you that Bisleri's journey is not just about quenching thirst?

They wanted to focus on the rural parts of India, where 60% of the country's population lives, while most other bottled water brands left these parts behind 😌

So, what issues did Bisleri face in the process? And did they overcome them?

Let's dive in!

Bisleri was founded in 1969 and has since become a household name in India, synonymous with safe, pure drinking water. Initially launched by an Italian company, Ramesh Chauhan, an Indian entrepreneur, acquired it later.

Today, Bisleri is India's preferred bottled water brand, addressing millions of consumers daily. This India’s most trusted bottled water brand has been a market leader for over five decades, addressing critical challenges like safe drinking water and managing plastic waste responsibly.

It has maintained a 30% market share with its wide-reaching network of 5,000+ distribution points and 122 production plants. The brand's initiatives have strengthened its leadership position while aligning with growing consumer demand for eco-friendly products.

With a revenue of over ₹2,500 crore in 2023 and millions of bottles produced daily, Bisleri remains a symbol of purity, trust, and innovation.

Problem Addressed

Bisleri faced two significant challenges in maintaining its market leadership:

1. Safe Drinking Water Across a Vast Population

With a population of over 1.4 billion, India has areas with limited access to safe and clean drinking water. Many areas, particularly rural regions, struggle with water contamination and scarcity.

As a leading bottled water brand, Bisleri’s primary goal was to ensure its products were available everywhere, from big cities to small villages. However, the challenge was building a distribution network that could serve the entire country efficiently and at an affordable price.

In cities, the market for bottled water was competitive, with various local and international brands fighting for market share. For rural and semi-urban areas, affordability and accessibility were the core concerns.

Bisleri needed to maintain the highest quality standards while keeping their product accessible to all economic classes. Building an efficient distribution system that could serve even the most remote locations was something they wanted to overcome.

2. Environmental Concerns About Plastic Usage

Just as when people started talking about environmental issues, plastic pollution stood at the forefront. In India, where Bisleri sells millions of bottles daily, the impact of plastic waste is a pressing issue.

Single-use plastic, commonly used for bottled water, polluted oceans, rivers, and landfills. Buyers and governments started pushing for more eco-friendly products, creating a key demand for sustainability in the market.

Bisleri, as a market leader, faced increasing pressure to reduce its plastic footprint and find ways to make its products more sustainable. Failure to address this problem could have damaged the brand’s image and consumer trust.

Both challenges required Bisleri to rethink not only its distribution strategies but also its production methods. They had to balance growing consumer demand while minimizing their environmental impact.

So, how did Bisleri overcome these and become an eco-friendly brand supplying safe drinking water across India?

Solution Proposed

Bisleri approached its two main challenges through strategic innovations and long-term initiatives that glued its leadership position in the market.

A Wide Distribution Network

Bisleri invested more in its distribution network to make clean drinking water accessible to India’s vast and diverse population.

The goal was to ensure that Bisleri water was available across the country to reach every potential customer, both urban and remote rural areas. Some of its key strategies are:

• Expanding distribution points

Bisleri set up a network of over 5,000 distribution points across India, and they chose these locations strategically for smooth and efficient supply to even far-flung areas.

By partnering with regional distributors and using the local supply chains, Bisleri supplied water even in tier-2 and tier-3 cities. This omnipresence helped them maintain their dominance in the market.

Check this funny ad Bisleri did to let people know about their doorstep delivery feature:

• Localized production plants

Bisleri invested in setting up 122 production plants. Many were close to their target markets, and this decentralized approach reduced transportation costs and supplied products quickly to distributors. It also allowed Bisleri to maintain consistent water quality across regions while scaling production.

• Optimizing logistics

The company introduced advanced logistical solutions to simplify its supply chain. This included real-time inventory tracking, improved fleet management, and optimized route planning. These improvements reduced costs while increasing Bisleri’s ability to supply consistently, especially in areas with poor infrastructure.

Eco-Friendly Packaging

To address rising concerns about plastic pollution and sustainability, Bisleri implemented several key initiatives to reduce its environmental footprint while maintaining the convenience of its bottled water products. Key strategies included:

• Bisleri greener bottles

Recognizing the growing demand for sustainable products, Bisleri introduced Bisleri Greener Bottles. These bottles use 10% less plastic than conventional PET bottles without compromising quality or durability.

By reengineering the design, Bisleri cut down on plastic usage across millions of bottles, impacting the amount of plastic waste they generated.

• Bottles for change initiative

Bisleri launched the “Bottles for Change” program in 2018 to create a circular economy for plastic. Through this initiative, Bisleri partnered with NGOs and recycling agencies to promote the collection and recycling of used plastic bottles.

Click here to learn more about the campaign. And this campaign video:

The program engaged over 600,000 people and helped educate communities on the importance of recycling, ensuring that a large portion of Bisleri’s bottles were recycled instead of ending up in landfills.

• Recycling targets

By 2024, Bisleri aims to recycle 100% of the plastic they generate, far exceeding government regulations. They already have recycled 80% of their plastic waste, turning it into other usable products like furniture, clothing, and construction materials.

• Consumer education

Alongside their recycling efforts, Bisleri invested in consumer education through campaigns like You Drop, We Collect, encouraging people to dispose of their plastic bottles responsibly.

They used digital media, social platforms, and on-the-ground activities to spread awareness about recycling. All this further boosted their brand’s image as a responsible company.

Innovation for Market Leadership

To stay ahead of the competition, Bisleri also focused on continuous product innovation:

• Multiple product formats

Bisleri introduced several bottle sizes and packaging formats to meet varying customer needs. It includes bottles ranging from 250 ml to 20 liters, addressing individual buyers and bulk consumers like offices, hotels, and event organizers. This flexibility allowed Bisleri to target different customer segments.

• Focus on quality

Bisleri’s success also lies in its commitment to maintaining strict quality standards. They have a 10-step quality process and run over 100 quality tests on each batch of water before it reaches the consumer. This ensured that Bisleri maintained consumer trust, as people associated the brand with purity and reliability.

Check out this video explaining the 10-step quality process of Bisleri:

Results

• Bisleri continues to dominate the Indian bottled water market with a 30% share, remaining far ahead of its competitors like Aquafina and Kinley.

• Bisleri now produces over 17 million bottles daily, while it recycled 11 million water bottles through its “Bottles for Change” initiative.

• Bisleri reduced plastic usage by 25% by introducing its Greener Bottles. And, they have recycled 80% of the plastic used in their bottles, to reach 100% recycling by 2025.

• In 2023, Bisleri’s revenue crossed ₹2,500 crore (approximately USD 300 million).

Conclusion

Bisleri’s journey shows the importance of innovation, strategic distribution, and sustainability in maintaining market leadership. By expanding its reach, adapting to consumer needs, and prioritizing environmental responsibility, Bisleri has built a trusted brand that resonates with a diverse customer base.