Bisleri International, India’s largest packaged water company, is taking on cold drink giants Coca Cola, Pepsi, and Sprite by expanding its portfolio of carbonated drinks. The company launched its drinks in four flavors – Limonata, Fonzo, Spyci, and Jeera Masala, to meet the increasing demand for cold drinks due to the rising temperature in the country. Bisleri already sells carbonated drinks under its Limonata brand and is now trying to compete with the iconic products of fizzy cola, orange, lemon, and jeera flavors. This move is a part of Bisleri International’s strategy to expand its business and compete in the already giant cold drink market of India.
Bisleri’s owner Ramesh Chauhan was planning to sell the company last year, and Tata Group had shown interest in buying it. However, the deal fell through, and Ramesh Chauhan’s daughter Jayanti Chauhan took the responsibility to expand the business under a new strategy. Jayanti Chauhan, the vice-chairperson of Bisleri International, said that the company has a rich legacy of launching iconic products in the country and will continue to do so. The company’s focus is on youth, and the youth connection of Bisleri is fantastic. The new campaign aims to attract people who like new products.
Bisleri is selling its carbonated soft drinks in bottles ranging from 160 ml to 600 ml. The company is also focusing on digital and social media marketing and has collaborated with celebrities and big names to promote its products. Before Bisleri’s entry into the cold drink market, Reliance had acquired the Pure Drink Group and launched its soft drinks. In the future, this market may see a price war due to the new entries in the market. With Bisleri’s entry, the cold drink market is all set to witness some exciting competition.
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