Beruflich Dokumente
Kultur Dokumente
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1 INTRODUCTION
Water forms an essential part of every living being. After air, water is the most
important necessity for life. Water plays a number of functions for the body. It
serves as the body's transportation system, it acts as a lubricant, it regulates the
body temperature etc. The eulogy for water is an unending thing. In fact more than
2/3rd of the human body is made of water. The importance of water for human
body can be well accessed from the fact that if the amount of water in our body is
reduced by just 1-2%, we feel very thirsty. If it's reduced by 5%, our skin will
shrink and we will have difficulty moving our muscles and if it's reduced by 10%,
we will die.
Moreover with this commodity being a human necessity it makes best
sense to do business in. As a normal human being requires on an average needs 23 litres of water everyday and world population is more than 8 billion (growing at
2-3% annually), the business opportunity is humongous and the potential is largely
untapped. The facts about UNDP estimates, around 1.5 billion people worldwide
lack access to clean drinking water. Today, there are more people in the worlds
hospitals suffering from waterborne diseases than any other ailment. Some 6,000
children die of such diseases every day. In India over 1,600 Indians reportedly die
every day because of waterborne diseases all these have made the bottled water
business quite lucrative. In addition with getting pure drinking water from
municipal taps in cities and towns becoming a luxury the scenario has become so
lucrative in business sense that the opportunity is being misused by a number of
companies especially in our country. These companies are selling tap water under
the name of mineral water and are be-fooling consumers. The situation has got
aggravated by lack of awareness among common people and also due to lack of
initiatives on part of the government both on count of setting stringent norms as
well as on taking action against non-compliers. In fact one of the major factor for
flourishing of the sector is the public fear that water supplied by civic bodies is
impure.
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In next few years, up to and probably beyond 2010, the growth rate will accelerate, and
that Asia Pacific will become the world's largest regional market for packaged water.
Growth is observed by watching the major multinational players as they move into
these areas, establishing joint ventures with leading local suppliers and bottlers as well
as through acquisitions.
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1.2
TYPES OF WATER
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4) SPARKLING WATER:
Water that after treatment and possible replacement with carbon dioxide contains
the same amount of carbon dioxide that it had at emergence from the source.
Sparkling bottled waters may be labeled as sparkling drinking water, sparkling
mineral water, sparkling spring water, etc.
5) SPRING WATER:
Bottled water derived from an underground formation from which water flows naturally
to the surface of the earth. Spring water must be collected only at the spring or through a
borehole tapping the underground formation finding the spring.
6) WELL WATER:
Well water is exactly what it sounds like- water from a hole made in the ground that
taps the water source.
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1.3
PURIFICATION PROCESS
Purity and safety are two major factors that should be taken care in sourcing and
processing of bottled water. Under ground water is used by it for filling the water.
Underground spring is carefully selected based on its portability and pathogen free
water. Great care goes in tapping this source. Only water below 25 meters is tapped.
This is to avoid any surface contamination to percolate and mix with underground
water source. Area surrounding the water collection tube at the surface is protected and
kept clean.
The under ground water goes through seven stages of purification process which is as
follows:
1) CHLORINISATION :
First of all water is taken out from six bore wells and stored in the tank and chlorine is
mixed in it. This is done to remove bacteria from water.
2) SAND FILTRATION:
Chlorine mixed water is passed through seven layers of sand in a tank. This way all the
major bacteria are taken out from water.
3) CARBON FILTER:
After sand filtration water is passed through carbon filter to remove the chlorine that
was mixed earlier.
4) ULTRA FILTRATION:
Under this method water is passed through a filter, which has the pores of 0.2 microns,
and even the biggest of bacteria is of 0.5 microns, hence through this filter even the
remotest bacteria and dust particles are taken out.
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5) REVERSE OSMOSIS:
As per the law TDS (total dissolved solids) are required to be maintained at the level of
70 - 110 ppm, through reverse osmosis TDS is maintained at 100 ppm.
6) OZONISATION:
Under this method ozone gas is mixed with water.
7) ULTRA FILTRATION:
Under this method ultra violet rays are passed through the water to kill water. This is
basically a precautionary step to purify water as after reverse osmosis no bacteria
remain in water.
After whole this process at last step bottles are passed through a white screen where a
quality in charge inspect each and every bottle to ensure that there are no dust particles
in the bottles and if they are found then those bottles are rejected.
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In early 1990s with onset of liberalization policy by the Indian government, coming in
of cola majors, sell off of local soft drink brands of Campa, Thumps up, Gold Spot etc
by Parle to Coke and other factors led Bisleri to test waters again. Bisleri re-launched
its bottled water in 1994. By this time with exposure of media and exposure to
international life styles, deteriorating levels of potable water, increase in a number of
water borne cases, increase in awareness about health and hygiene and other related
factors led to acceptability of concept of mineral water. The market has not looked back
ever since then and has grown leaps and bounds to such an extent that a number of
genuine as well as fly-by -night operators have entered it to milch it.
In the year 1999 the bottled water market was estimated at about Rs 300 crore, of which
Bisleri commanded a dominant 80 per cent share and had some 18 manufacturing
locations spread across the country.
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consumption
has
risen
the
Indian
bottled
water
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Today it is one of India's fastest growing industrial sectors. Between 1999 and 2004,
the Indian bottled water market grew at a compound annual growth rate (CAGR) of 50
per cent.
With over a thousand bottled water producers, the Indian bottled water industry is big
by even international standards. There are more than 250 brands, nearly 80 per cent of
which are local. Most of the small-scale producers sell non-branded products and serve
small markets. In fact, making bottled water is today a cottage industry in the country.
Leave alone the metros, a bottled-water manufacturer can even be found even in a oneroom shop, in every medium and small city and even some prosperous rural areas there
are bottled water manufacturers.
Despite the large number of small producers, this industry is dominated by the big
players - Parle Bisleri, Coca-Cola, PepsiCo, Parle Agro, and so on. Parle was the first
major Indian company to enter the bottled water market in the country when it
introduced Bisleri in India.
The rise of the Indian bottled water industry began with the economic liberalisation
process in 1991. The market was virtually stagnant until 1991, when the demand for
bottled water was less than two million cases a year. However, since 1991-1992 it has
not looked back, and the demand in 2004-05 was a staggering 82 million cases.
The major growth in packaged water, however, was in the bulk water segment.
According to estimates, bulk water packs of 20 litres, targeted at the institutional and
home segments, grew at a rate of 30-40% in 2002 alone. Bisleri re-invented its 20-litre
jumbo home pack, fitted with a spout, to acquire a more consumer-friendly image.
Bottled water is sold in a variety of packages: pouches and glasses, 330 ml bottles, 500
ml bottles, one-litre bottles and even 20- to 50-litre bulk water packs. The formal
bottled water business in India can be divided broadly into three segments in terms of
cost: premium natural mineral water, natural mineral water and packaged drinking
water.Premium natural mineral water includes brands such as Evian, San Pelligrino and
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Perrier, which are imported and priced between Rs.80 and Rs.110 a litre. Natural
mineral water, with brands such as Himalayan and Catch, is priced around Rs.20 a litre.
Packaged drinking water, which is nothing but treated water, is the biggest segment and
includes brands such as Parle Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina.
They are priced in the range of Rs.10-12 a litre. Consumption of bottled water in India
is linked to the level of prosperity in the different regions. The western region accounts
for 40 per cent of the market and the eastern region just 10. However, the bottling
plants are Concentrated in the southern region - of the approximately 1,200 bottling
water plants in India, 600 are in Tamil Nadu.
Today India is one of the biggest and most attractive water markets in the world. The
boom time for Indian bottled water industry is to continue- more so because the
economics are sound, the bottom line is fat and the Indian government hardly cares for
what happens to the nation's water resources. Most multi-national (MNC) companies
view India as the next big market with a lot of potential and growth possibility. Several
MNCs are waiting in the wings to expand a $ 287 billion global water market into
India. There is a huge market being exploited by the packaged water industry, and it's
growing at 50% per annum.
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The Rs. 1800 crore bottled water market is witnessing hectic activity with many
players entering the fray in the last one-year and still more to come. Part of the fast
moving consumer goods (FMCG) sector, bottled water is the only segment to have
shown phenomenal growth of about 50 per cent annually.
The market is expected to continue to grow at a healthy clip. In fact, in the last two
years, there has been a doubling of growth. The single largest share in the mineral water
market might still belong to an Indian brand -- Parle's Bisleri brand which has
differentiate. It has now donned green colours to sell natural mineral water and has a 40
percent share -- multi-national corporations are not far behind. Now coke and Danone
are vying to purchase Bisleri.
The success of bottled water could be attributed to two factors. First, it has been an
underdeveloped business for a while now and, second, soft drink manufacturers have
priced themselves out by a long shot. The prices of soft drinks have, in fact, doubled in
the last ten years and this has happened because the price of concentrates has shot up
during this period.
Nestle India entered into this market with the launch of its brand `Pure Life' in New
Delhi. It plans to grab a 50 per cent market share in the next two years and emerge as a
strong player. The company has not ruled out acquiring existing brands. The water is
bottled at Nestls new plant at Samalkha in Haryana. Nestle has already launched two
of its global premium mineral water brands `Perrier' and `San Pellegrino' which are
targeted at niche markets.
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In fact, soft drink major Coke launched its Kinley brand of bottled water and Pepsi
its global brand Aquafina. Pepsico is reportedly contemplating two more pack sizes for
its bottled water. Kinley's new product `Chhotu' Bailley, which is a 350 ml bottle, is
introduced by Parle Agro. Kinley water was launched in August 2000 in one-litre
bottles For Rs.10. The water was produced at Coca-Cola's three Greenfield
manufacturing plants at Bidadi near Bangalore, Dasna in Uttar Pradesh and Goa in its
first two years. Currently, Kinley is being manufactured in 15 bottling plants across the
country and according to Coca-Cola India. Hindustan Coca-Cola Bottling (HCCB), the
bottling unit of Coca-Cola in India, is going to launch Bonaqua, a water brand from
Cokes global stable. Bonaqua in all probability will end up competing with Cokes
existing water brand Kinley.
Now even Godrej group of foods and beverages is all set to enter into the mineral
water segment with its exclusive range of bottled mineral water 'Aava', currently being
sold in limited regions in the country. Bottled mineral water by Godrej, 'Aava' is
sourced from the Aravalli and is currently being retailed in Gujarat, Mumbai and Pune.
However, the company plans to market it at a much larger scale. Aava is available in
four different sizes. Cup-Cap Bottle (one litre bottle with a unique cup for drinking),
Sports Bottle (750 ml bottle with unique "pull-push cap"), Aava Mini (200/300 ml
bottle that's easy to carry), and Family Pack (20 litre pack with spill-proof cap for home
or office use).
With more than 200 players jostling to be the thirst-quenching favorite of the Indian
consumer, the business is growing at a rate of over 50 per cent annually. The
country's bottled water business is estimated to be around Rs. 1,800/- crore of which
the branded market accounts for Rs. 1200 crore. since bottled water started out as a
prestige product in India, companies offered retail margins of 20% to 40% against 8%
to 10% on soft drinks.
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As we can see from the diagram above that most of the sales of Bottled water comes in
the summer season. Therefore, the right time to launch such type of product is summer
season.
In monsoon time also a good response can be generated because there are people who
are very much conscious of their health and this makes them to go for packaged water.
Therefore, the sales are good in rainy season.
In winter season the sales are very low because of climatic conditions.
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The ORG-MARG survey conducted recently shows that the market leader Bisleri is
having 40% market share and have an annual sales of around 500-600 crore. Kinley
follows it with a 24% share. The other brands including Aquafina and Bailley constitute
12% & 7% per cent market share in the bottled water market.The Samsika survey
further says that there are more than 250 brands in the water market. Out of this, two
are national brands, 17 regional. One thing is very clear from the two surveys
conducted that the market leader is Bisleri with Kinley, Aquafina, and Bailley are the
trailers, and now with Manikchand into mineral water, the competition is becoming
tough.
The South, which is prone to water shortages, is one of the industrys largest markets.
Chennai alone accounts for a quarter of the revenue of the Rs 1,800-crore packaged
water industry. More than nine hundred thousand litres of water are sold in this city
every day, of which 300,000 litres and 200,000 litres are reportedly supplied by
multinational water brands and Parles Bisleri, respectively
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3. MARKET CATGORISATION
The market of packaged drinking water is categorized as follows:
o Theatres / cinema halls/ multiplexes.
o Corporate.
o Caterers.
o Picnic spots, Clubs, Gymkhanas.
o Hotels.
o Resorts.
o In-flight kitchens.
o College canteens.
o General Stores etc.
3.1 CATERERS
Brand Share:
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PAYMENT TERMS:
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26%
Cash
Credit
74%
Other Findings:
Price closely followed by Service, Storage, Ease of operation & Availability are
the key factors affecting the buying decision process. They are willing to pay only
unto a maximum of Rs 2.50 per liter which is too below the price that any branded
player can afford to sell
Credit is a key factor that was revealed by most contractors after intensive
probing. The credit period expected by most was from 15 days to a month. They
mostly avoid dealing directly with companies for this very reason & prefer to buy
through the company intermediaries who provides them the necessary credit
Most contractors expect the provider to supply directly to the wedding/party site,
as they generally do not have the space to stock the bottles.
3.2 CINEMAS
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Brand Share:
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Cash
Credit
Cash
70%
Price closely followed by Brand Name, Convenience, & Service are the important
factors that affect the buying decision process
Cinema halls, Cyber Cafes, Bowling Alleys, Video game parlors are some places
where people generally go to have a nice time.
The average time that a person spends at the above ranges between 2-5 hours for a
cinema hall to an hour for a cyber caf.
The above centers already have the kiosks of the cola companies like Coke, & Pepsi
along with the vending machine of Nescafe. Thus there definitely is a potential for the
introduction of a kiosk vending pure water in these categories of outlets
Purchase frequency would vary to as low as thrice a month in a cyber caf to as high
as twice a week in case of Amusement parks like Essel world & Water Kingdom
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35%
Cash
Credit
65%
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4.1
Nearly 80 per cent of the demand for bottled water comes from metros.
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CITY / AREA
SOUTH MUMBAI
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NORTH MUMBAI
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WEST MUMBAI
52
EAST MUMBAI
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TOTAL
20 LITRES
Bisleri
Yes
Yes
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Yes
No
Bailley
Yes
Yes
Brilliant
Yes
Yes
Hello
No
Yes
Spakel
Yes
Yes
Harnil
No
Yes
Apurva
No
Yes
Bally
No
Yes
Krishna
No
Yes
CLASSIFICATION
PERCENTAGE
40%
DEPARTMENTAL STORES
03%
02%
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BEER BARS
02%
28%
OTHERS
20%
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BRAND DETAILS:
It have developed 8 unique pack sizes to suit the need of every individual and are
present in 250ml cups, 250ml bottles, 500ml, 1L, 1.5L, 2L which are the non-returnable
packs & 5L, 20L which are the returnable packs. Parles bisleri have an annual sales
of around 500-600 crore. In terms of volumes, the North and West remain Bisleri's
biggest performing markets, despite the brand's sustained national-level presence. It's
headquarters are in Mumbai. It's operations run throughout the subcontinent of India
and is one of the leading Mineral Water supplying companies in India. Currently Bisleri
has 8 plants & 11 franchisees all over India. Today, Bisleris distribution is well into the
villages and the paan-walas are one of our biggest distributors.
Bisleri have launched it new product 'Bisleri Natural Mountain Water'. The pioneer
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Company is not addressing the compliant from distributor and end user.
Company does not use Polycarbonate Jars in 20 Litre, which result in loss of
face value and ultimately losing customer.
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Trade Promotion: Effective TV ads (Boond Boond mein vishwas), Banking on Parent
Brand, Mobile van.
BRAND DETAILS:
Currently, Kinley is being manufactured in more than 18 bottling plants across the
country. According to Coca-Cola Coke had invested nearly $1 billion in India between
entering the market in 1993 and December 2001. Hindustan Coca-Cola Bottling
(HCCB), the bottling unit of Coca-Cola in India, is now going to launch Bonaqua, a
water brand from Cokes global stable. Bonaqua in all probability will end up
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One Litre:
One Box free on 2 Box (Net Rs. 80 per Box)
Half Litre:
No scheme
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BRAND DETAILS:
PepsiCo India launched the packaged water bottle brand Aquafina in the year 2000 in a
750-ml pack. It have now developed 4 unique pack sizes and are present in 500ml,
750ml,1 litre, 2 litre. Aquafina is manufactured in more than 15 plants across the
country.
DISTRIBUTION: Bottling plant (Chembur, Roha)
For 1 Ltr. etc.
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It seems that the Company is not pushing their packaged water brand
Aquafina and concentrating on Beverages market.
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BRAND DETAILS:
Bailley have developed 4 pack sizes of bottled mineral water and they are present in
330ml, 1 litre, 1.5 litre, 20 litre jars this company have taken full advantage of the
distribution network that was set up to market the hugely successful mango drink
Frooti. It has 18 operational units and all but two of them manufacture bottles as well.
Bailley have used the franchising route to ensure wider geographical coverage and to
augment capacities.Bailley has 16 franchisees and it plans to add another six soon.
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BRAND DETAILS:
Himalayan Natural Mineral water is the only internationally accepted quality natural
mineral water from India. It have developed 3 pack sizes and are present in 500ml, 1
litre, 1.5 litre. It is graded equivalent to "Evian" and "Vittal" from France. CSE test
results also show that the brand 'Himalayan' is one of the safest mineral water brands.
This company is an ISO-9002 company. It is also exported to USA, Japan, France and
other developed countries.
DISTRIBUTION: Bottling plant (Himachal Pradesh)
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Other Information
It is an ISO-9002 certified Company
The Company is one of the integrated natural Mineral water bottling plant in
Asia
It is a subsidiary of Balsara group for Companies
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WEAKNESS
Many players entering in the race.
Any local person can start manufacturing.
Rural population is not using the packaged water.
Not very economical.
Quality not properly maintained e.g. Bisleri & hence has bad effect on the
whole.
OPPORTUNITY
Sustained Market growth increase in coming years
Literacy rate growing and hence the awareness of safe drinking water to avoid
the diseases.
Huge population & untapped market.
THREAT
Many substitutes available
Too many players will dilute the market & the profit margin
7. MARKET SEGMENTATION
The mineral water market is segmented according to the type of consumers:
Foreign Tourists:
Foreign tourists have been the main consumers of the mineral water as
they face a lot of digestion problems due to different food habits.
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Domestic Tourists:
Domestic tourists have switched to mineral water mainly because of
safety and hygiene factors.
Fashion Conscious:
Like soft drinks, drinking mineral water is also considered fashionable by
some people.
The mineral water consumer is mainly in the age group of
20-35 years and is an educated middle class person. This is also the
segment of fruit drinks, which have usually been positioned as fun
and health drink for young adults.
The mineral water market is also segmented along pack sizes:
500ml bottle: This size has been introduced in the market to target
the individual and local travelers.
PET bottles: The size of the PET bottles varies from 10 to 20 litres.
These are mainly for institutional sales (Wedding parties, Hotels,
Corporates, etc.)
Consumers are growing more health conscious and are more careful of
their drinking habits.
Brand loyalty is very low as all the products taste the same so they can buy
just any product which is on the shelf, same as that of soft drinks and fruit
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Availability in the chilled form and brand awareness plays a crucial role in
purchase decisions.
9. LEGAL REQUIREMENTS
The bottled water industry is governed by PFA and BIS standards. Some of the key
highlights of these legislations are:
Mineral water is covered under the Prevention of Food Adulteration Act
(PFA), while drinking water is not under its preview.
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Hitherto Indian laws do not stipulate the minimum mineral content level
required for water to be labelled as a mineral water
The BIS does not lay down any guideline or practice for processing water.
There is no specific industrial licensing policy for the bottled-water sector.
Thus any one can set up a plant can do so without establishing the source of
the water and the technology used to purify it.
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PACKAGING
The product shall be packed in sealed retail containers suitable for preventing the
possible adulteration or contamination of water and shall be in accordance with the
applicable sections of the (Draft) Code of Hygienic Practice for Packaged (Bottled)
Drinking Waters.
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PERTAINING
TO
LABELING
OF
PRODUCT
IN
INDUSTRY:
Label should have consumer brand name.
Label should have the name of the product category.
Label should have name and address of the manufacturer.
Label should have net weight or volume.
Label should have the batch number.
Label should have the name of source or place of origin of the product.
Label should have the date of packaging.
Label should have the date of expiry.
Label should have direction for storage.
Label should have treatment for disinfections.
Label should have the license or certification from the concerned authority.
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THE
The raw material cost is just 0.02-0.03 Paise and treatment and purification involves 25
paisa per litre. The next cost is the cost of bottle, cap and carton, label cost, which is
Rs.2.50 at lower end. But the biggest cost is the transportation and marketing cost
which forms a huge chunk of the price.
All the tax charges are quite high. The taxes are as under:
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cost incurred.
contributi
Octroi
Sales Tax
Excise
Transportation
Distribution Margin
CNFs
Retailers Margin
Advertising cost varies
on
4.5
7.5
15
10
12
2-3
40
--
ADVERTISING
Advertising is any paid form of non-personal presentation & promotion of ideas, goods
or services by an identified sponsor.
Modes of advertising:
TV.
Mails.
Radio.
Magazines.
Yellow pages.
Newsletters.
Brochures.
Telephone.
Internet.
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14.
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After analysing 17 brands of packaged drinking water sold in and around Delhi and 13
brands from the Mumbai region, the CSE lab found the samples to contain a deadly
cocktail of pesticide exceeding the standards specified as safe for drinking water.
The samples had enough poison to cause in the long term, cancer, liver and kidney
damage, disorders of the nervous system, birth defects, and disruption of the immune
system. Pesticides do not kill immediately, but can cause irreparable health disorders as
they accumulate in the body fat.
The CSE lab tested for two types of pesticides: organochlorine and organophosphorus.
The findings were appalling. The four most commonly found pesticide residues were
lindane, DDT, malathion and chlorpyrifos. Using European Economic Commission
norms for maximum permissible limits for pesticides in packaged water, the CSE lab
tests of samples from the Delhi region showed that on average, each sample contained
36.4 times more pesticides than the stipulated levels. The Mumbai samples were a
shade better, primarily because the source water used by the industry was relatively less
contaminated.
CSE used European norms because the standards set for pesticide residues by the
Bureau of Indian Standards (BIS) are vague and undefined. The standards say,
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Even for drinking water, the BIS norms specify that pesticide residues should be
"absent". What is plainly absurd is that if drinking water norms specify that pesticides
should not be present, how can packaged drinking water norms be so vague, and use a
non-quantifiable phrase, such as "below detectable limits"? Even going by drinking
water norms, all the bottled water brands tested by the CSE lab would fail the test of
quality.
residues. But no regulations exist to ensure that bottled water plants are set up in clean
groundwater zones.
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I.
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Bisleri International chairman Ramesh Chauhan, who has a share of around 40% in the
bottled water market, said: "In this industry the cost of entry and the cost of exit is low.
One does not require much equipment to make bottled water."
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II.
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In 2001, both Kinley and Aquafina were making huge investments in bottling plants
and distribution. By 2002, Coca-Cola India planned to double the number of water
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16. CONCLUSION
After seeing the different sales trends and market shares graphs, one can easily derive
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TURBULENT FUTURE
However, India will face a turbulent water future. Unless water management
practices are changed soon - India will face a severe water crisis within the next two
decades and will have neither the cash to build new infrastructure nor the water needed
by its growing economy and rising population. "India right now, especially with the
technology centers that are being built, will have a real driving force in the global water
business as far as infrastructure, water delivery, membrane filtration and chemical use.
Climate change projections show that India's water problems are only likely to
worsen. With more rain expected to fall in and the rapid melting of glaciers - especially
in the western Himalayas - India will need to gear up to tackle the increasing incidence
of both droughts and floods.
India can still store only relatively small quantities of its fickle rainfall. Whereas
arid rich countries (such as the United States and Australia) have built over 5,000 cubic
meters of water storage per capita, and China can store about 1,000 cubic meters per
capita, India's dams can store only 200 cubic meters per capita. Moreover, India can
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BIBLIOGRAPHY:
1. Financial Express
2. Business world
WEBSITES:
1. www.google.com
2. www.rediff.com
3. www.search37.com
4. www.yahoo.com
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