Success Story Of Bisleri – Everything About The Leading Water Bottle Brand In India

264 Many of us have asked a shopkeeper Bhaiya, Ek Bisleri Dena when all we needed was a bottle of water when we were on a trip. Indeed, some of us may have received another brand in exchange for a Bisleri. But have you ever pondered how Bisleri was able to achieve such great success? An industry leader with a 60% market share and associated with drinking water – might have been the secret to its deep penetration in the Indian market. Bisleri’s idea which was once labeled as crazy now rules the market. All because of its unique marketing tactics. Recognizing the potential in the industry like packaged mineral water, Bisleri became a global superstar in this industry. Bisleri, with 17 factories, 33 co-packers, 11 franchisees, and a broad distribution and retail network across India, is at the forefront of the Aqua Green Revolution. The Italian business, Bisleri, was purchased by Parle in 1969 and is one of the biggest corporations in India. As a result of sustained acceptance and strategic adjustments, it has risen to prominence. In addition to launching new items that kept consumers interested, it set prices that are affordable to its target customers. To persuade customers to choose their brand, the firm used and still uses effective and efficient advertising tactics.

Origin and history of Bisleri

Signor Felice Bisleri, an Italian entrepreneur, inventor, and scientist, created Bisleri. Verolanuova is where Bisleri was born on November 20, 1851. In the beginning, Bisleri was developed by Felice Bisleri as an alcohol antidote made from herbs, cinchona, and iron salts. After Felice Bisleri’s death on September 17, 1921, his family doctor, Dr. Rossi became the proprietor of the Bisleri firm because of his closeness to Felice Bisleri.

Story of Bisleri becoming an Indian brand

As a lawyer, one of Dr. Rossi’s very close associates served as legal counsel for the Bisleri firm. Khushroo Suntook, the son of Rossi’s associate, was also a lawyer, like his father, and he played a key part in the establishment of Bisleri in India. Just a few years after India’s independence, the country’s need for new forms of business was growing. During this period, Rossi’s business mind came up with a concept for a new company venture. He believed that the water industry will be a huge success in the near future. Even though water was readily available at the time, many people still lacked access to clean and mineral water, so Dr. Rossi began working on his business strategy with Khushroo Suntook’s help.

When the first factory of Bisleri was set up in Thane, Mumbai

In 1965, Dr. Rossi’s vision became a reality. Khushroo Suntook opened India’s first Bisleri Water Plant this year in Thane, Mumbai. However, even though Rossi and Suntook were deemed crazy since selling water in India at the time was considered insane, Rossi and Suntook continued to work on their ideas and began producing the bottled water as planned. Mumbai had extremely poor drinking water quality at the time. People from the lower and middle classes could tolerate this water, but the wealthy and foreign visitors who stayed in big hotels found it difficult. Affluents would have loved this water as much as they would have loved nectar. This was the reason Bisleri’s owner, Dr. Rossi, was so confident in the company’s success.

How Bisleri became the common man’s need

It’s the journey of Bisleri from five-star hotels to regular people’s homes. Its products in India were exclusively available to the wealthy and only in five-star hotels and costly restaurants. So the firm gradually began introducing its products to the general public, knowing that it would be impossible to attain success by limiting its customer base to the wealthy.

How Parle reinvented Bisleri

Ramesh Chauhan, one of the Chauhan Brothers’, who were the masterminds of ‘Parle Company’ bought Bisleri for just Rs 4 lakh from Khushroo Suntok just 4 years after the Bisleri water plant started operating in 1969. As a result of Parle and Bisleri’s parallel production of beverages, soft drinks, and soda, it grew rapidly after 1969. Because of the brand’s growing popularity in the Indian market, the company decided to expand its brand worldwide. Carbonated mineral water and non-carbonated mineral water were introduced by the firm. This led to an increase in the production of mineral water in the country.

Bisleri’s success story and cloning

The Bisleri water bottle is currently the most popular brand in the country, and as a result of the company’s great success, several other firms have cloned the Bisleri water bottle and put it on the market. It is a clear sign of success when others begin to imitate you! The tale of Bisleri, a water bottle manufacturer, is proof of this as many other companies copied the water bottles of Bisleri with the names Belsri, Bilseri, Brislei, or Bislaar. So, keep your eyes open when you buy a Bisleri. A new integrated 360-degree campaign, Samajhdaar Bisleri Peete Hai, has been launched by Bisleri to bolster customer confidence and promote consumer knowledge about the distinction between the genuine Bisleri and counterfeit alternatives in the market, according to the company.

When Bisleri became a household name in the Indian market

Bisleri has produced several items throughout the years that have contributed to the brand’s success and client base expansion. In 2006, the firm updated its bottle labels from blue to green in order to distinguish itself from its competitors. Bisleri maintains a 60% share despite increased competition in the bottled drinking water sector. Even though Bisleri has a wide range of products, the company is best recognized for its bottled drinking water products. They kept customers happy by using various marketing tactics.

Bisleri’s consumer-friendly marketing tactics

Bisleri uses a variety of promotional methods, including television advertising, print advertising, personal selling, and the use of billboards, posters, and hoardings, among others. The brand has a full website with all of its items listed. Consumers have taken notice of Bisleri’s renowned one-liner Biasleri is veri veri extraordinary that appears in the company’s debut advertising. Bisleri has gained a lot of attention through its many promotions. Campaigns such as “One Nation, One Water” used multiple languages to connect with people from all across the country, and Har Pani ki bottle Bisleri Nahi Hoti promoted the concept that not all water bottles are clean and sanitary, such as Bisleri, are examples of notable campaigns.

Location-based pricing approach

Bisleri’s pricing approach was location-based. It is more expensive to buy Bisleri goods at restaurants and theatres than at retail outlets. Parle’s research team was always looking for ways to make Bisleri more accessible to the general public. There are several public venues in the nation, such as railway stations, bus stops, and roadside dhabas that provide Bisleri water.

Cheap and quality products

Bisleri’s products are cheap and provide greater value for less money than those of its competitors.

Once labeled as a crazy idea, now one of the biggest brands in India

As of 2019, Bisleri’s market worth in India was $24 billion, and it’s estimated that by 2023, it will be $60 billion. In the period from 1969 to 2021, Bisleri has grown tremendously. When it comes to the brand’s success, the brand’s expanding client base and capacity to sustain its leadership in the market speak for itself. Today, Bisleri has dominated the Indian market for bottled drinking water for over two decades with a large product line. In addition to dominating the Indian industry, it has expanded internationally, with 103 factories spread across India and neighboring nations, including the United States and Canada. Almost any shop in India sells the green-capped bottles. Did you know? The cola drink Thums Up, Limca, and Gold Spot was initially launched by Parle Bisleri which entered the carbonated drinks segment with these products. Also read: 10 Unknown Facts About Parle-G, The Largest Selling Biscuit Brand In The World