BISLERI

Visit Analysis:

A)

1. Research & Development Dept:

The R & D Dept of this company starts planning 6 months in

advance. The R & D Dept conducts market survey for 2-3 months for
modification of the shape of the bottle.

2. Market Survey:

The different design is shown to a special group of customers &

dealers and according to the demand, the design is chosen by the
company.

B)

PRODUCTION CYCLE:

There are mainly three stages in the production cycle:

1. Disinfection: In this stage, water is collected from bore wells

which are then disinfected using chemicals.

2. Filterization: In this stage, water is passed through different filters

to kill the bacteria present in it. Then, the water is passed on to the
next level for filling up.
 3. Filling: In this stage, the bottles are ozonated and then the water is
filled in the bottles.

C)

PRODUCTION PROCESS:

1. Quality Management of Water:

Raw water which is collected from the wells is stored in a tank which has
a capacity to store 1 lakh liters of water. Then the water is chlorinated to
kill the bacteria present in the water which is passed through 20 micro
arcal filters. Then it is passed through carbon filter which is used for
removing activated carbon and odor and also acts as chlorine remover.
Then it is passed through 10-micron filter. Then it goes through
REVERSE AUSMOSES PLANT, which contains semi-pomitable
membrane which removes dissolved solids and bacteria of size 0.001
micron. It is passed through 1 micron and 0.5-micron filters. T hen the
water gets ozonated and passed through SS 316 MACHINE. Water is
stored in 10000 liter tanks.

2. Blowing of Bottles:

The bottles in this factory are given the desired shape by the use of
blowing machines. These machines blow at a temperature of 300 degrees
Celsius. The machine used for the blowing purpose is known as the
AOKI MACHINE. This machine has a blowing capacity of 10 bottles
per minute.

3. Filling of Bottles:

There are three types of filling machines, which are used for the filling
purpose. The different sizes of bottles that are filed are of 500ml, 1liter,
1.2liters and 2liters respectively. First the bottle gets ozonized when it is
passed through JET MACHINES. In this the bottle gets integrated and
disintegrated, it gets rinsed, and then the water is filled into the bottles.
4. Filling of Jars:

The different sizes of jars are 5liters, 10liters and 20liters. The jars are
cleaned manually by soap and water. Then it is cleaned with sodium
hypo-chloride and virosin, which are disinfectors. When jars are passed
through washing machine first it is rinsed with hot water, then disinfected
and then it is ozonated. Then jars are passed on to jar fillers where it gets
filled and the packing of sealed jars into boxes is done manually.

5. Laboratory Testing:

Every hour samples of water that are filled in to the bottles are taken and
various testing is done. First it is checked for odor if any, presence of
alkanity, chlorine and calcium. The water is also checked in machines
like PH METER, TDS(TOTAL DISSLOVE SOLIDS) METER,
NEPHLOMETER, SPECTROPHOTOMETER AND MEASURING
OF TUBILITY. They also do aerobic microbial count and pathogen
testing.

FURURE PLANS: -
Bisleri have been the market leaders in India as far as mineral waters are
concerned. Every time their bottle and waters are checked and rechecked
for its purity. Their main aim is to stay ahead of the main rivals i.e. Pepsi
and Coca Cola. Their raw material comes from reliance industries limited
who are their main suppliers of the raw material i.e. PET.
2ND PROJECT
TABLE OF CONTENTS
1. Interim Report on Packaged Bisleri Drinking Water 3

2. Packaged Drinking Water by Bisleri 4

2.1 Introduction 4
2.2 Origin 5

2.3 Bisleri Today 6

2.4 Products 7

2.5 Changes in Bisleri 12

Annexure-1-Format for online order 15

Annexure-2-Bisleri Product Range 16

Annexure-3-Logo Makeover 17

1. Interim Report on Packaged Bisleri Drinking Water

1.1 Introduction:
This is an overall study of the Packaged Drinking Water of Bisleri India Ltd.

1.2 Objectives:
The study has been undertaken to get an exposure of the history & the marketing
strategy for promoting Bisleri products.

1.3 Methodology:
Conducting personal interview with all the functional manager departmental head,
sales executives & Collect the various data required to the study from the retail shops
& Internet.
2. Packaged Drinking Water by Bisleri

2.1 Introduction:

Mineral Water under the name 'Bisleri' was first introduced in Mumbai in glass bottles
in two varieties - bubbly & still in 1965 by Bisleri Ltd., a company of Italian origin.
This company was started by Signor Felice Bisleri who first brought the idea of
selling bottled water in India.

Parle bought over Bisleri (India) Ltd. In 1969 & started bottling Mineral water in
glass bottles under the brand name 'Bisleri'. Later Parle switched over to PVC non-
returnable bottles & finally advanced to PET containers.

Since 1995 Mr. Ramesh J. Chauhan has started expanding Bisleri operations
substantially and the turn over has multiplied more than 20 times over a period of 10
years and the average growth rate has been around 40% over this period. Presently it
has 8 plants & 11 franchisees all over India. It has presence covering the entire span
of India. It commands a 60% market share of the organized market. Overwhelming
popularity of 'Bisleri' & the fact that it pioneered bottled water in India, has made it
synonymous to Mineral water & a household name.

It has developed 8 unique pack sizes to suit the need of every individual. It is present
in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable packs
& 5L, 20L which are the returnable packs. Till date the Indian consumer has been
offered Bisleri water, however in its effort to bring something refreshingly new, it has
introduced Bisleri Natural Mountain Water - water brought from the foothills of the
mountains situated in Himachal Pradesh. Hence its product range now comprises of
two variants: Bisleri with added minerals & Bisleri Mountain Water.

Bisleri Water is put through multiple stages of purification, ozonised & finally packed
for consumption. . Rigorous R&D & stringent quality controls has made it the market
leader in the bottled water segment. Strict hygiene conditions are maintained in all
plants.

In its endeavor to maintain strict quality controls each unit purchases performs & caps
only from approved vendors. It produces its own bottles in-house. It has recently
procured the latest world class state of the art machineries that put it at par with
International standards. This has not only helped it improve packaging quality but has
also reduced raw material wastage & doubled production capacity.

2.2 Origin:

2.2.1Genesis

The name that epitomizes mineral water today was first introduced in Mumbai in the
early 60's. In 1965 Signor Felice Bisleri an Italian by origin, came up with the idea of
selling bottled water in India. His company Bisleri Ltd. offered mineral water in two
variants - bubbly and still.
In 1969 Parle bought over Bisleri (India) Ltd. and started bottling Mineral water in
glass bottles under the brand name 'Bisleri'. In due course Parle switched over to PVC
non-returnable bottles and finally advanced to PET containers.

2.2.2 Expansion

Under the leadership and vision of Mr. Ramesh J. Chauhan, Bisleri has undergone
significant expansion in their operations. The company has witnessed an exponential
growth with their turnover multiplying more than twenty times in a short span of 10
years. The average growth rate over this period has been around 40% with Bisleri
enjoying more than 60% of the market share in the organized mineral water segment.
Currently Bisleri has 11 franchisees and 8 plants across India, with plans of setting up
4 new plants on the anvil. The overwhelming popularity of 'Bisleri' and the fact that it
was the pioneers of the bottled water industry in India has made it synonymous to
Mineral water and a household name. So naturally 'When you think of bottled water,
you think Bisleri'.

2.2.3 Commitment

It is the commitment of Bisleri to offer every Individual pure & clean drinking water.
Rigorous Research and Development and stringent quality controls have made it
market leaders in the bottled water segment. Bisleri has always been committed to
offering every Individual pure and clean drinking water. Hence Bisleri water is put
through multiple stages of purification, ozonisation and is hygienically packed for
final consumption.

To maintain strict quality controls in every unit, we not only purchase caps from
approved vendors, it also manufactures its own bottles, in-house. To be at par with
International standards, it has recently procured the latest state-of-the-art machinery
which has not only helped it improve packaging quality but has also reduced raw
material wastage and doubled production capacity.

2.3 Bisleri Today

The consumer today enjoys the sweet and pure taste of Bisleri mineral water.
However in an effort to offer something special to its loyal consumers it has recently
introduced Bisleri Natural Mountain Water - water brought to you from the foothills
of the mountains situated in Himachal Pradesh. This newly launched offering has
widened its product range to two variants: Bisleri with added minerals and Bisleri
Mountain Water.

Bisleri’s Vision

Its vision is to be the dominant player in the branded water business where the second
player is less than 20% of its business.
Bisleri’s Mission

It is in the business to serve the customer. He is the most important person. He is the
only one who pays. He deserves the best quality and presentation at a worth of the
price. It must have world class quality, at the lowest production & distribution cost.
This will make it an unbeatable leader, and will have satisfied loyal customers.

Bisleri’s values

Integrity, Leadership, Teamwork, Co-operation, Quality, Passion, Openness &

Transparency.

2.4 Products
Bisleri values their customers & therefore have developed 8 unique pack sizes to suit
the need of every individual. They presently have 250ml cups, 250ml bottles, 500ml,
1L, 1.5L and 2L which are the non-returnable packs & 5L, 20L which are the
returnable packs.

2.4.1 Bisleri with added Minerals

Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium
bicarbonate which are essential minerals for healthy living. They not only maintain
the pH balance of the body but also help in keeping you fit and energetic at all times.

2.4.2Bisleri Mountain Water

Bisleri Natural Mountain emanates from a natural spring, located in Uttaranchal and
Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's 'fountain of
youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy
capable of taking you back to nature. Bisleri Natural Water is bottled in its two plants
in Uttaranchal and Himachal Pradesh and is available in six different pack sizes of
250ml, 500ml, 1 litre, 1.5 litre, 2 litre and 5 litres.
2.4.3 Himalayan Water
The water that almost descends from the Gods:

The Himalayas, the abode of the Gods, where the earth meets the heavens and where
in lies nature's untouched bounty. White glaciers, snow-capped mountains and a
plethora of exotic herbs and other flora that have therapeutic properties. This is where
you'll find a treasure trove of hidden natural spring water that flows through natural
purifying filters, mineral rich rocks and herbs from which it absorbs many healing
properties. We bottle this pristine spring water directly at source, at the foothills of the
Himalayas.

And now the customers, will get every drop of purity, right here, in this bottle. Bisleri
Mountain Water is available in 500ml. bottles & 1 litre bottles.

2.4.1 Mineral Water

Bisleri with Added Minerals :

This product is bottled drinking water at its best. Bisleri with added minerals has a
TDS count (total dissolved solids count) of approximately 100. It contains minerals
such as magnesium sulphate and potassium bicarbonate which are essential minerals
for healthy living. They not only maintain the pH balance of the body but also help in
keeping you fit and energetic at all times.

Bisleri with added minerals is also put through multiple stages of purification to
ensure the elimination of all forms of bacteria. This makes the water you drink
completely safe to consume. Bisleri with added minerals is available in 250ml cups,
250ml bottles, 500ml bottles, 1 litre bottles, 1.5 litre bottles, 2 litre bottles and 5 and
20 litre cans.
Purification
Every drop of Bisleri water is purified as per international standards to ensure that
Bisleri experience always remains pure and satisfying for longer. The following is a
brief understanding of the water treatment process.

CHLORINATION:
Kills micro organisms. Remove organic matter.

ARKAL FILTER:
Removes suspended matter and turbidity.

CARBON FILTER:
Removes residual chlorine & odours

REVERSE OSMOSIS:
Removes organic material. Controls total dissolved solids in the water.
ADDITION OF MINERALS:
For the purpose of maintaining a balanced mineral content.

MICRON FILTRATION:
Additional safety measures to guarantee purity.

OZONATION:
Ensures water remains bacteria free for longer life.
Product Range 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-
returnable packs & 5L, 20L which are the returnable packs.
2.4.2 Mountain Water
For over 30 years, Bisleri has been the pioneer in the bottled water industry with its
innovations and an eye for perfection. And ever since it was established in 1969,
Bisleri has constantly searched for inspiration in nature.

This search has now led us to the new Natural Mountain Water. Inspired by nature, it
comes to you from a pristine source situated in the beautiful and scenic mountains of
Northern India.

Natural Mountain Water resonates with the energy and vibrancy of health and well-
being. It is packed with the goodness of nature's minerals which will refresh
customers senses and rejuvenate him.
Natural Source
HYDROLOGICAL CONDITION & GENESIS REPORT OF RUDRAPUR

Ground Water Conditions (non policy)

The water contained in deeper aquifers (water bearing zones) are under hydraulic
pressure. Due to high piezometric head and recharge area being at higher elevation,
the wells are under artesian conditions and it makes the water to flow freely without
pumping i.e. under automatic conditions. Auto-flow of the tube well is 10,000 liters
per hour (167 liters per minute). However on pumping it yield 20,000 liters per hour.

The plant area falls within the spring line. Artesian conditions are confirmed to the
Tarai zone, south of the spring line. Confined aquifers occur where ground water is
confined under pressure, being overlain by relatively impermeable strata. In a well,
penetrating such an aquifer, the water will rise above the bottom of the confining bed.
If the water level rises above the top of the confining layer, above the ground surface,
free flowing/auto flow conditions results.

Hydrological Setup

There are plenty of moist and water logged areas around the spring line particularly
during monsoon season. The sand and gravel associated with the finer fraction are the
major aquifers in this zone. These are generally in continuity and are recharged
through them by downward percolation and consequent lateral outflow within the
zone.

The plant area falls within the spring line. Artesian conditions are confirmed to the
Tarai zone, south of the spring line. Confined aquifers occur where ground water is
confined under pressure, being overlain by relatively impermeable strata. In a well,
penetrating such an aquifer, the water will rise above the bottom of the confining bed.
If the water level rises above the top of the confining layer, above the ground surface,
free flowing/auto flow conditions results.

Genesis

The origin of natural mineral water proposed to be drawn from the aquifer at a depth
ranging from the aquifer at a depth ranging from 62.50 m to 79.30 m below ground
level is meteoric. Ground water movement is through sediments comprised of sand,
gravel, pebble & boulder of quartzites, which act as natural and most hygienic filters.
The coarser sediments (sand & gravel) occur alternating with clay beds, which act as
natural caps. Since the material (sand & gravel) water bearing zones which have been
tapped in the tube well are composed of quartzites which contains mainly Sio2, hence
there are no chances of mixing any constituents with the ground water. In view of the
above the quality of water is also not likely to be changed on pumping and with
seasonal changes. The aquifers, which have been tapped, are under artesian conditions
and water flows automatically.
Packaging
The most critical aspect of the bottling process that sets us apart from the rest of the
industry is the fact that the bottles remain untouched right through the rinsing, filling,
capping and labeling operations.

Filling

Bottles are fed by an air conveyor from the blowing unit directly into the in-feed of
the RFC. Our RFC equipment is neck run and it boasts of a monoblock unit, which
means that every bottle is held by the neck automatically while being inverted, rinsed
and sprayed with ozonated water at 2 Bar pressure. After draining, the bottles are re-
inverted and transferred to the filler. At the filler these bottles are straightened up and
gradually lifted to the filling valves which open only when a bottle is placed under
them. Filling is then done systematically through gravity.

Capping

After the filling process the bottles are then transferred to the capping section. Here
ozonated-water rinsed caps are screwed on the bottle with uniform torque. Since our
water is ozonated all product contact parts are of 316L grade stainless steel and the
rubber parts are of EPDM. (All components are water lubricated above the table top.)

Labeling

From the capping section the bottles are directly sent to the labeling section. All
Bisleri bottles are labeled on a hot melt reel feed BOPP labeling machine. This
machine allows each individual bottles to be spaced out and fed to the labeling station
where precisely cut labels with a strip of hot melt glue at the leading and trailing edge,
get rolled around the bottle. These labels are fed into the machine in a roll form too.
Quality Check

From here on, the bottles go through an online check where qualified personnel
inspect each bottle for any leaks or breakages. They are then packed into sturdy
cartons which are dispatched to the market by our fleet of trucks.

2.5 Changes in Bisleri

Kinley moved it off the no1 slot a couple of years ago, but Bisleri brand recalls the
eyebrow-raising- the 38 years old brand is still genetic to bottled water in India, which
is worth Rs 1000-1200 crores. And that is in spite of more than 1200 bottled water
factories and 10 brands scampering for the share of 1800-crore bottled water market.

Still, 100 competitors mean it can’t sit back and relax, even if the market is surging
ahead at 40 % a year; it needs to keep up the buzz around its brand. Which is why in
October last year, Parle Bisleri changed the looks and feel of its flagship product
(Annexure-3), introduced a new variant (natural mountain water) and announced its
plan to launch the brand in U.S- a huge market for designer water. Bisleri has
ambitious plans to invest 220 crore in its new variant, manufacturing plants and
distribution: it will invest Rs 100 crore- funded through internal accruals- in the
natural mountain water business, including Rs 40 crore for two plants in Uttaranchal
and Himachal Pradesh, and Rs 60 crore for infrastructural development- increasing
the existing manufacturing facility as well as widening the distribution network.

Over the next two years the company will also spend Rs 60 crores on aggressive
marketing. It also plans to launch branded ice and flavored and vitamin-enriched
water.

To be sure, the changes are noteworthy. For decades now, Bisleri has been sold in
conical bottles- a legacy from the 1960s when the water was sold in glass beer bottles.
Although it switched to pets in 1980s, the shape did not change. Instead the company
has added some more shapes: conical one-litre bottles, hexagonal half litre ones and
rectangular two-litre bottles. Now, both regular bottles and the mountain water are
sold in the streamlined, round shape, ubiquitous blue of the logo has given way to the
more international looking aqua green.

The changes are already bearing the results- apparently; sales are up 50 % on a
month- month basis. Equally importantly, the packaging changes have helped Parle
Bisleri shave cost. Earlier, fixing labels on differently shaped bottles- specially the
ones that are tapered at the neck- was difficult and time consuming. Labeling round
bottles has increased the speed 10 times. 8 months ago, the company also launched
the prototypes of a rounded bottle with slightly wider necks (“Alaska neck”, in
industry terminology). The change in design meant using 2 – 3 grams less of plastic in
every bottle, which added up to annual saving of 3 crores.

Even the new label helped the company to cut costs- by up to Rs 6 crore a year. The
earlier shrink labels have been replaced with one made of superior biaxially-oriented
polypropylene film that can not only take more colours, but cost half of shrink labels.
Bisleri is hoping the new bottle design will help improve the output as well. Earlier,
the quality of the bottles was not consistent- some were thicker than others, some
were bent around the bottom and so on. All this hampered the first half of 2007.

The aqua green is representative of freshness and health two qualities associated with
water. The changed colour scheme also helps the brand stand out in a sea of almost
uniformly blue toned bottles of water, the colour that was brought into India by
Bisleri.

The extension into mountain water, though, has taken some market watchers by
surprise, especially since it carries the same brand name. While building a new brand
from scratch would have meant huge cost for the company (perhaps upto half the
present turnover of the company), the opportunity it afforded worth been investment.
There is another potential problem from the new launch- it looks the same with the
original version, has the same brand name, and is just another type of water- but cost
Rs 8 more. Isn’t there a risk in that strategy of confusing customer who may think
there retailer is trying to rip them of?

Looking at the label closely, it can be seen the mountain water bottles do show a
mountain in the green label background and also clearly states what kind of water is
it, with the cap bearing the same image .Even the creates for the new variant looks
different because of the clear image of mountains on them.

Natural mineral water is a very niche category at present, accounting for just 2-5 % of
the packaged water industry. Still, Bisleri will have to deal with entrenched
competition- Himalaya and Catch have been present in this category for some time
now. And Bisleri is prepared for a battle. In November, it kicked off high-decibel
print, outdoor and television campaign, anchored by Ambience. The company has
been targeting malls, multiplex, five star hotels and premium restaurants to stock the
variants in the bid to reach out its target customer-affluent, urban and health
conscious.

It is entering a generation that is more concerned about health and wellness than ever
before. Bisleri is optimistic about success of its venture. It is counting on natural
water sales crossing rupees 200 crores in the next two years.