Acknowledgement

The path to success is never so smooth and simple to achieve. However, our learnings
and motivation by our close ones and our mentors helps us to reach beyond our potential. My
Project would remain partial without acknowledging people who encouraged me to achieve a
milestone.
I am privileged to pay my sincere gratitude towards PROF: POONAM CHOUDHRY
for providing their valuable guidance and encouragement throughout the Project for keeping my
morale up and making it possible to complete and submit this report in time. I am equally
grateful to all my other teachers for their complete support.
It would be unfair on my part if I do not thank my colleges for their continuous help
without which this work could never have been accomplished. They made me realize the
importance of teamwork and also the leadership skills. I am grateful to all of them standing with
me and supporting me in this project.

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INDEX
Chapter Name

Topic

Page No.

Introduction

1.1

SWOT analysis

11

1.2

Company profile

16

1.3

Primary findings

18

1.4

Purification stage

19

1.5

Mission vision

20

1.6

A study on developing brand communication

21

2.1

Objective of the study

22

2.2

Literature review

22

2.3

Research methodology

23

2.4

Content analysis

25

Results and discussions

3.1

Results

26

3.4

Results of the analysis

34

Need for the study

35

Limitation of the study

37

Conclusion

53

Annexure

55

References

56

CHAPTER ONE
INTRODUCTION

Water is the fountain of all life. Even a toddler will tell you it is a prime need of the body. Sixty
percent of our body weight is made up of it. Water can also be the cause of much misery
especially in India, where contaminated water continues to bring down millions with diseases
such as diarrhea, dysentery, typhoid, jaundice and gastro-enteritis.

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Getting pure drinking water from municipal taps in cities and towns is now a luxury. At home
most people are forced to either boil water or install purifiers. While traveling or eating out in
restaurants, buying bottled water has become a necessity. This need has seen an explosion of
companies marketing safe drinking water in bottles across the country.

1.1 THE PACKAGED DRINKING WATER INDUSTRY AN OVERVIEW

India is the tenth largest bottled water consumer in the world. In 2002, the industry had an
estimated turnover of Rs.10 billion (Rs.1,000crores).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 25 per cent - the highest in the world. With over a thousand
bottled water producers, the Indian bottled water industry is big by even international standards.
There are more than 200 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, where a bottled-water
manufacturer can be found even in a one-room shop, in every medium and small city and even
some prosperous rural areas there are bottled water manufacturers.

1.2 OVERVIEW OF THE MARKET SHARE

Currently, Bisleri continues to lead in the Rs 700-1,000 crore organized, packaged water market
with an estimated 40 per cent market share, followed by Kinley at 28 per cent and Aquafina with
an 11 per cent share. In terms of volumes, the North and West remain Bisleri's biggest
performing markets, despite the brand's sustained national-level presence. The market has been
growing for the last three years at an unimaginable rate of 80%. The market size of bottled water
is expected to surpass the size of soft drinks market very soon in the near future.

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Others; 21%; 21%

Bisleri; 40%; 40%

Bisleri
Aquafina

Kinley; 28%; 28%

Aquafina; 11%; 11%

Kinley
Others

Individual Market Shares:

BISLERI-40%, KINLEY-28%, AQUAFINA-11%, OTHERS-21%
Due to the demand for water, a large number of "mineral water manufacturers" have been
spawned selling little more than tap water to the unsuspecting consumer, the majority of whom
are still very native about mineral' water.
Pepsi Co's Aquafina brand, which debuted the bottled water business in September 1999, targets
the youth sector and concentrates on just one pack size, 750ml priced ten rupees.
Coca-Cola is the most recent entrant (May 2000) with its Kinley, brand and in a controversial
and unsuccessful marketing campaign, it obtained an endorsement from the Federation of Family
Physicians' Association of India (FFPAI), a lesser known body of doctors for its brand.
Estimates show that there are around 100 small regional players in the bottle water market and
the number have been growing at an unbelievable 70%-100% per year, year on year, for the past
four years. This has enticed a number of international brands in the market besides Coca-Cola
and PepsiCo-Nestle (Pure Life), Britannia, Lever, United Breweries and Shaw Wallace. Danone
Pairs launched Evian some time back and even imported hundreds of cases for VIP guests
celebrating the Hindu festival, KumbhMela.
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The government has been forced to sit up, take notice and tighten regulations after
comprehensive sample tests were taken by consumer groups and found that a number of the
smaller and more unscrupulous "opportunistic" players were selling little more than tap water.
Until recently the government of had set standards only for mineral water and even the PFA
(Prevention of Food Adulteration Act) and BIS (Bureau of Indian Standards) were deficient
when compared to international markets.
Under the new regulations 48 specifications are to be met for water to become mineral water and
for packaged drinking water there are 43 specifications. But small players are bound to fall out of
the market by April 1, 2001 when the new regulations were supposed to be enforced.

1.3 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.
Domestic Tourists
Domestic tourists have switched to mineral water mainly because of safety and hygiene
factors.
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 Health/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:
One litre bottle
This is meant to spell safety and security for consumers. It is positioned on a prestige
platform for the achiever segment - who like to make a fashion statement by drinking
mineral water. This segment gets the maximum sales.
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, Corporate, etc.)

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1.4 CONSUMER HABITS & PRACTICES

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 beverages.

Availability in the chilled form and brand awareness plays a crucial role in purchase
decisions.

While there is no aversion to consumption of mineral water by any age group, this product is
mainly consumed by the people in the age group of 20-35 years who have less attraction of
soft drinks or other synthetic drinks whereas youngsters look in for soft drinks and fruit
beverages to quench their thirst.

Visibility is another factor that should be taken care of by the companies as consumers are
not very brand loyal and consume whatever is in front of them.

Consumers often drink bottled water as an alternative to tap water. They think it tastes better (no
chlorine taste) and perceive it to be safer and of better quality. They also look for security: food
scandals in industrialized countries and water-borne diseases in developing countries greatly
influence consumers attitudes. Consumers buy bottled water to feel well and to lose weight.
Bottled water is perceived as a healthy alternative to other beverages. Thus, for the aerated
beverages bottled water offers a potential threat.
Moreover, increasing urbanization, causing declines in tap-water quality, can also explain the
popularity. Because it is untreated, natural mineral water is perceived as natural by city
dwellers looking for genuine products. Higher living standards and auto usage enable people to
easily bring home more and heavier bottles of water. At the office, a bottle of water is now a
common sight on the desk, next to the computer and the telephone. Drinking bottled water is a
sign of a rise in the social scale. Above all, bottled water has become a huge marketing success.
7|Page

1.5 SWOT ANALYISIS OF THE PACKAGED DRINKING WATER

INDUSTRY
STRENGTHS
The industry is growing @ 40%.
In India the market is huge & untapped
Growing awareness among the people about the importance of mineral water
WEAKNESSES
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.
OPPORTUNITIES
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.
THREATS
Many substitutes available,
Too many players will dilute the market & the profit margin.

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1.6 MAJOR PLAYERS

With over 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. 1,100/- crore, of which the branded market accounts for Rs. 700
crore and about 700 million litres in volume.
After the Cola wars the time has come for water wars. Here we discuss the major players and
warriors in the bottled water market.
1. BISLERI
The brand is a product of Parle International and presently is the market leader with more than
45% market share. The company pioneered the concept of bottled water in the Indian market as
early as 1967. The company is also credited with SKUs of 500ml, 1.2 ltr, 1.5 ltr and 2 ltr in the
Indian market
The re-launch of Bisleri in 1993, however was a success due to growing awareness and high
consciousness of health and hygiene among people. In 1993, when Ramesh Chauhan,
Chairman, Parle Bisleri sold his right to market Bisleri brand to Coca-Cola, Bisleri, which
underwent the new management for a period of 5 years, remained largely neglected. On getting
the rights back, he started building Bisleri as a mineral water brand. Bisleri had a brand name, a
product, the brand building of Bisleri started in a small way in 1998, which bore fruit in 19992000 when it grew by 140%.
Positioning

Playing Safe

Target audience

Health and hygiene conscious people

Personality

Guardian, Authoritative, Reliable

Punch Line

Play Safe

USP

Pioneer advantage in bottled water industry, old player with lot of

Experience

In the case of 500ml and 1 litre it directly supplies to the retailer

In the case of 20 litre jar they have appointed distributor over the area to reach through the
corporate. But then also they lack in providing better service to the customer.
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2. KINLEY
This brand was first introduced in the country in March 1998, when COKE launched Kinley
Soda. The company entered in the business in May00 through its brand, Kinley. The company
tied up with Kothari Beverages, of Yes brand of mineral water, for manufacturing cokes brand at
Yes facilities.Starting with Bangalore, Kinley mineral water was rolled out nationally in a
phased manner.
Positioning: Safety and health oriented
Target audience

Health and hygiene conscious people

Personality

Trustworthy, Strong, Confident

Punch Line

BoondBoondmeinVishwas

USP

Belongs to the Coca Cola lineage, gains advantage from the

distribution and retail network

Error: Reference source not foundIn the case of 1 litre and 500ml it directly supplies to the
retailer without any distributor.
In the case of 20 litre jar they have their own distributor.
These above 2 are the top players in the market other brands present are:3. AQUAFINA
Entered the bottled water business in September 1999 by test launching its first in Mumbai and
then in Bangalore. PEPSI with its AQUAFINA brand has backing of a good distribution
channel of 60000 outlets, its refrigerators at retail outlets which stock its cold drinks along with
Aquafina as well. Initially Aquafina was available in just one pack-750 ml and was priced at Rs.
10. Now they also have competing packages of 500ml and 1 ltr ml pack priced at Rs.6 and Rs. 10
respectively. The main target audience for Aquafina is the youth segment. By end 2002 PEPSI
added 7 more to its existing base of 5 plants. Unlike most players, Pepsi is not looking at bulk
buys or in-house consumption at the moment. The focus was thus only on one SKU, that too
750ml. Though the company is present only in selected market as of now, it has plans of
increasing share in the market by expanding its SKUs portfolio as well as its distribution reach.

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4. NESTLE
With its mass-market product branded PURE LIFE has banked on its distribution network for
chocolate, which are marketed through a large chain of retail outlets. Pure Life is aimed to have a
National presence; the second brand which is being tried for by the company is aimed at
targeting the regional markets. Pure Life is for Mass Market like hotels, restaurants and caf
segment and Perrier for the bars, San Pellegrino for the restaurants, but nestle is not yet into
home & office segment.
The company has priced the Pure Life brand very competitively in the market.

5. THERMAX
A player of Technical Expertise is THERMAX, through a joint-venture with US-based
CULLIGAN WATER TECHNOLOGIES largely into industrial water purification. It has
entered into the household segment with the launch of 20-litre packs of drinking water branded
as Good Water, priced at Rs.60 per pack. GOOD WATEREVERFLO is positioned for
organizations that are actively improving the quality of the workplace for employees and visitors.
It is an ideal solution to those wanting to make pure, safe drinking water available, without
buying and maintaining in-house equipment like purifiers, water coolers etc. However the
company has no plans to introduce smaller package for its product
6. BAILEY
Though a pioneer in this field; Mr. RameshChauhan Chairman- of Parle Bisleri had to contend
with several new entrants in this segment. For starters, his own brother, Mr. PrakashChauhan
through Brand Bailey has been trying to emulate the Bisleri success through the franchising
route, but Bailey has never been successful in it. The brand is a product of Parle Agro, the
company of Frooti fame. The company presently is the second largest player in the market with
share of 20%. The company has recently extended its Bailey brand name for its soda water. It is
also credited with forming a new segment of 330ml SKU in the market
Target audience

Health and hygiene conscious people

Personality

Guardian, Authoritative, Reliable

Punch Line

I want my bailey

USP

Pioneer advantage in bottled water industry, old player with lot of

Experience
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7. EVIAN
Evian by DANONE INTERNATIONAL is marketed by BRITANNIA INDUSTRIES in India.
The high-priced mineral water from French Alps is clearly targeted at the premium segment of
consumer. Currently Evian has more of an Institutional presence (5 star hotels) than on retail
shelves. With 1 litre bottle being priced a hefty Rs.80
Then, there is GODREJ with AQUAPURE.
Britannia also plans to launch its own branded water very soon.
NATIONAL DIARY DEVELOPMENT BOARD also plans to launch DHARA through its
distribution channel.
New Entrant ATCO with BRILLIANT WATER &DS FOODS with CATCH SPRING water
positioned on the mineral water plant.
Even HLL is said to be firming up plans to enter the market. Apart from these, are other players
which cater to nearly same market as the big players do.Other players in the market with strong
regional presence are: Brilliant, Yes, Hello, Purette, Fountain, Himalayan, Golden Eagle, Prime,
Pure Natural Aqua, Ganga, Florida, Metro etc

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CHAPTER TWO
BISLERI
2.1 COMPANY PROFILE OF BISLERI

In 1967, Bisleri an Italian company, started by Signer FeliceBisleri, first brought the idea of
selling bottled water in India. It started a company called Bisleri India. In 1969, Ramesh
Chauhan, the Chairman of Parle Exports, bought over the brand. In those days, Bisleri packaged
drinking water was available in glass bottles.
Being a returnable package owing to various other problems such as breakage and weight,
in 1972-73, Bisleri was made available in PVC (Poly Vinyl Chloride) bottles. After this
plastic packaging was introduced, things started to change, and sales increased rapidly.
The upsurge in the sales of Bisleri started in 1993 as Ramesh Chauhan sold off the Parle
stable of brands, including Thums Up, Limca and Gold Spot. Recognising the potential of
the packaged drinking water market, he then went on to concentrate on making Bisleri a
top selling brand in India.

2.2 The Present

It was around the year 1995, when Parle Exports took charge of the brand operations and
the business took off in the market. With factories across India and a strong distribution
network, Bisleri established itself as a force to reckon with in the domestic packaged
drinking water market.
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Earlier the packaged drinking water market consisted of five star hotels, tourists and
foreigners. As a marketing strategy, a conscious decision was taken by the company that
only 40% of the sales should come from these outlets and 60% from general market, i.e.
paanwallas, street shops, general stores and even non-tourists.
This brought about a sea change in the perception in the consumer's mind about
consumption of Bisleri. Earlier, drinking bottled water was considered to be more of a
status symbol. That thinking has slowly changed to the point where today, not drinking
Bisleri is considered as being behind the times. Such has been the presence and penetration
of the Bisleri brand in the bottled water segment.
About few years ago, in 1998, a strategy was adopted to concentrate aggressively on the
home market. The habit of boiling water or using electronic gadgets was not adequate,
since the source of water itself was unreliable. The bulk packages like the 2, 5 and 20 litre
bottles were introduced to meet this market need. The price per litre went down as a result,
making bottled water very economical for the consumer.

2.3 Future Plans

Bisleri was the first to market bottled water in a totally virgin market and naturally people
associate the brand with bottled water. Now Bisleri is perhaps already ten steps ahead of its
competitors and will endeavor to widen its gap in the times to come.
Bisleri's brand positioning stresses on pure, clean and safe drinking water.
Some of the future plans to maintain the top spot that Bisleri commands in the Indian
market are:

New pack sizes in bottles and cups

Increase the distribution network with an investment of over 200 crores

Strengthen presence in traditionally weak areas by setting up 12 new bottling

facilities at a cost of Rs. 150 crores.

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2.4 Technology Developments

To make sure that the product that reaches the consumer is always of highest standard and
also meets international standards, Bisleri has always been involved in improving its
product packaging. One such recent development is the tamper proof break away seal.
Bisleri also recognizes the need to produce environment friendly products and is working
on the PET project.

The breakaway seal

Keeping in mind the consumer's need to recognise a genuine product that cannot be
tampered with, Bisleri developed the breakaway seal. The unique cap has been patented
and cannot be duplicated or tampered with. This technology development in the product
ensures that the consumer will only get a highly safe product when they consume Bisleri
packaged drinking water.

Product packaging
To ensure purity of the bottled water, the bottles that are used are blown and filled at the
factory itself, to avoid contamination.

2.5 Purification Process

At BISLERI plants, water undergoes multi - stage purification process to ensure proper
blend of minerals and complete removal of microorganisms and toxic substances. So a
habit of drinking PURE and SAFE BISLERI will ensure a healthy life
What advantages Bisleri purification process has over purification done by other methods.
Traditional process of boiling water for purification has its limitations. lt is time consuming.
For boiling, water has to be heated to 100 deg. Celsius. Also, to kill microbes water should
be boiled continuously for a minimum of 20 minutes. Boiling may kill the microbes but can
not remove other physical impurities and toxic substances.
Many home appliances are available in market for water purification. These gadgets use either
filtration technique or Ultra Violet rays or a combination of the two techniques. These
techniques do not guarantee 100 % purity of water.

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Filtration removes only the visible suspended particles and not the minute , invisible particles ,
toxic substances or microorganisms. The filters are cleaned rarely and all the muck
accumulates inside leading to more contamination. Ideally such filters need to be cleaned
every day which is cumbersome. Ultra Violate rays kill the microbes but cannot ensure
removal of toxic substances and physical impurities.These purification equipment are
incomplete and need continuous monitoring and maintenance.
At BISLERI, through our multi - stage purification process we ensure removal of toxic
substances as well as physical and microbiological impurities. In our state-of-the-art
processing plants we follow rigorous Good Manufacturing Practices and strict Quality
Assurance norms so each and every bottle of BISLERI is made tasty, pure and safe for the
consumer.
PROTECT YOUR HEALTH WITH BISLERI WHICH USES
6 STAGES OF PURIFICATION
1. CHLORINATION: Kills micro organisms. Remove organic matter.
2. ARKAL FILTER: Removes suspended matter and turbidity.
3. CARBON FILTER: Removes residual chlorine &odours
4. REVERSE OSMOSIS: Removes organic material. Controls total dissolved solids in the
water.
5. MICRON FILTRATION: Additional safety measures of filtration.
6. OZONATION: Ensures water remains bacteria free for longer shelf life.

2.6 Product & Packaging

Bisleri is available in a range of sizes.

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The Bisleri bottled water range comprises the conventional 500 ml, one litre, 1.2 litre and two
litre bottles; five litre and 20 litre jars for the home segment, and smaller packs sizes of 250 ml
cups and 330 ml bottles, though in very limited numbers for now.

2.7 Vision
A major, diversified, transitional, integrated consumer product manufacturing company, with
National Leadership and a strong environment conscience, playing a national role in safe water
and Agro based drinks.

Mission
To provide the highest quality product, keeping in mind all aspects including freshness,
purity and safety, and making it easily available to the consumer at a very affordable price.
To achieve international standards of excellence in all aspects of energy and diversified
business with focus on consumer delight through value and services of product and cost
reduction.
To enhance capital and fixed assets of the group to withstand challenges and tough market
trends.
To attain leadership in developing, adopting and assimilating state or art technology for
competitive advantage.
To provide better quality of product and services through sustained market research and
product development.
To foster a culture of participation and innovation for employee growth and contribution.
To cultivate high standards of business ethics, and total quality management for a strong
corporate identity and brand equity with continuous and positive growth.
To help enrich the quality of life of all the communities specially the neglected ones and
preserve ecological balance and heritage through a strong environment conscience.

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2.8 Why Bisleri?

Bisleri is totally safe & protects you from all water borne diseases.
Bisleri is trusted by 50 lakh households across the country.
Bisleri is the brand leader in bottled water category.
The water is purified through six stages of purification process that includes reverse
osmosis and Ozonation.

Where Can We Use Bisleri?

Drinking
Making tea, coffee, lassi, cold drinks, mixing with drinks
Kneading the dough
Cooking
Mixing with baby foods
Mixing with medicines

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OBJECTIVES OF THE STUDY

To learn about the domestic packaged drinking water market, its market share and Brand
Bisleri in detail.
To find about consumers' and retailers' brand preference
To see whether there is a threat to the mineral water market from water purifiers and soft
drinks.
Whether the people of Delhi & its Ncr are happy, paying for water.
Whether the people of Delhi & its Ncr are getting health conscious.
To find the retailers view on the mineral water market and to assess the future prospect of
the market.
To find the potential of Mineral water market in Delhi & its Ncr.

CHAPTER THREE
LITERATURE REVIEW
3.1 BOTTLED WATER
Consistent quality and taste are two of the principal differences between bottled water and tap
water. While bottled water originates from protected sources - largely from underground aquifers
and springs - tap water comes mostly from rivers and lakes.
Another factor to consider is the distance tap water must travel and what it goes through before it
reaches the tap. In compliance with international regulations, bottled water is sealed
andpackaged in sanitary containers. If a bottled water product is found to be substandard, it can
be recalled. This cant happen in case of tap water.
According to regulations in the US, when bottled water is sourced from a community water
system the product label must state so clearly. However, if the water is subject to distillation, de
ionization or reverse osmosis, it can be categorized that way, and does not have to state on its
label that it is from a community water system or from a municipal source.
Processing methods such as reverse osmosis remove most chemical and microbiological
contaminants.

3.2 THE MANUFACTURING PROCESS

Processing and Quality Assurance

The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to
the water.

Ultra filtration gives water reduction in turbidity and adds sparkle

Activated carbon purifier to remove color and odour in water

Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water
free of microorganisms and also reduces dissolved solids

To ensure mineral water is held safe free from contamination, ultraviolet treatment and ionization
process is carried out. Ozone is unstable trivalent oxygen, a very powerful bactericide with no
side effect, as it disintegrates into oxygen within couple of hours.
Sterilization effect of ionized water continues even after water is packaged, thereby ensuring
safety of Mineral Water up to its final packing. To ensure high quality of packing materials,
components like caps and bottles are manufactured in-house from resins of quality suppliers.
Good Manufacturing Practices are stringently followed at all times. Processing is religiously
monitored at every stage. Testing source water, processing parameters, microbial quality,
packaging material integrity and finally, shelf life studies, forms an integral part of quality and
safety assurance plan.
Labeling
The Name of the Product shall be the appropriate terms as defined. Water containing carbon
dioxide that emerges from the source and is packaged directly with its entrapped gas or from
which the gas is mechanically separated and later reintroduced at a level not higher than
naturally occurring in the water, may bear on its label the words naturally carbonated or naturally
sparkling. Packaged water which contains carbon dioxide at levels than those naturally occurring
in the source of the product shall be labeled with the words carbonated, carbonation added or
sparkling.
Rules and Regulations
The Bureau of Indian Standards (BIS) has just recently got involved in the process. In September
2000, the Government of India made it mandatory for all bottled water companies to get an ISI
mark, including imported bottled water brands like Evian and Perrier. The Ministry of Health and
Family Welfare had set a deadline of Mar 29, 2001 for complying with the new norms.

3.3 MARKET CATEGORISATION

The market initially had only one SKU of 1 litre this was followed a by a number of smaller and
bigger SKUs. Based on these SKUs we can divide the entire market into two segments:

Retail consumption market

Household & Institutional consumption market

Each of these consumption markets have a number of SKUs under it. Some of the most
consumed SKUs in retail market are 500ml, 1 litre, 1.2 litre, 1.5 litres, 2 litres, and 5 litres.
Recently Bailley has launched 330ml pack targeted against 330ml pack size of soft drinks
especially the aluminum-can drinkers.
The institution market is largely constituted by the hotel industry, caterers, offices, parties, travel,
tourism, hospitals etc. The SKUs that are available in this market are 10 litres and above besides
this we have pack size of 250ml plastic cups.
The market can also be divided on the basis of the price at which this bottled water is available
into three categories:

Super premium mineral water

Premium local natural mineral water

Popular or plain bottled water

Presently, Evian of Danone group; Perrier and San-Pellegrino of Nestle belong to super premium
category. Catch, Himalayan, Brilliant etc. belong to premium local natural mineral water
category.
All other brands like Bisleri, Bailley, Kinley, Aquafina etc. belong to popular or plain bottled
water category.
The packaged drinking water market is often categorized as per the clients they have:
Corporate, Theaters, Gymkhanas, College Canteens, Retail Outlets, Hotels and Restaurants and
Occasions.

3.4 INDIA TO FACE SEVERE WATER CRISIS IN THE FUTURE

The per capita water availability in India is projected to decline to about 1,140 cubic meters per
year in 2050 from 1820 cubic meters per year recorded in 2001 according to the
Intergovernmental Panel on Climate Change (IPCC).
"India will see a severe water crisis in 20 years if the government doesn't change its ways and
clashes are already taking place because the resource is so scarce." This was the warning by the
World Bank way back in 2005. "Estimates reveal that by 2020, India's demand for water will
exceed all sources of supply.
All these reports point to just one thing for us now. That we should he on serving water and be
judicious in its use. If water is wasted today then it is our future generation which will suffer
because of it. So everyone needs to make a point from now to save water in any way they can.
If we cannot do that then the future is very clear. Water will be one of the most expensive
commodities and everyone will have to buy water shelling out huge amount of money for the
same. The implications could be worse than these if action is not taken now.
Water infrastructure projects should also speed up in the country through public-private
partnership. This is of immense importance in a country where rural population has very little
access to safe drinking water. What these infrastructure projects will also ensure is employment
generation and in the current global crisis the country need to stand up and generate local
employment through these opportunities and challenges.
The fastest growth in the consumption of bottled water in the world has been recorded in India
according to a new study conducted by the US based earth policy institute. It even questions the
rising thirst for bottled water with consumption tripling in India over the past five years.

3.5INDIAN SCENARIO
In 1967, Bisleri set up a bottling plant for manufacturing and marketing its mineral water but that
time the concept of mineral water was failed. The brand was later on sold off to Parle group
acquired the Bisleri of Italy for launching soda water but later launched bottled water also. The
launch at that time was a big flop as concept of buying Water that ton the Indian public did not
accept form. The market remained dormant for quite long (for a period of 20 years or so). The
market throughout this period was formed only by the premium products that too available
through 5-star hotels.
In early 1990s with onset of liberalization policy by the Indian government, coming in of cola
majors, sell out of local soft drink brands of Campa, Thumbs Up, Gold Spot etc. by pane to
coke and other factors led Bisleri to test waters again. Bisleri re-launched its bottled water in
1994. With exposure of media and exposure to international life styles, deteriorating levels of
portable water, increases in a number of water borne classes, increases 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 operations have entered it to milk it.

Bottled water slaking consumers thirst.

The Indian bottle water industry has grown phenomenally over the past decade. A major part of
the demand stems from out of home consumption by people on the move, because the quality of
drinking water available otherwise is suspect. Of course, some also consume bottled water (or
high price mineral water in some instance) as a style statement. While it has its positive aspect,
the bottle water industry is often questioned for its over-extraction of the ground water. Its very
high cost of delivery and massive generation of solid waste in the form of non-biodegradable
plastic bottles is this industry really slaking in consumer's thirst or is it being too expensive and
wasteful?

The Big Boom

The bottle water industry has tin-doubted been one of the fastest growing business sectors in
India. The way it has grown since the early 1990s is indeed astounding.
And the high growth rate is expected to continue into future. Starling from a small base, the
growth was exponential up to early years of current century. Thereafter, there was a decline in
the pace of growth, and we now witness a comparatively linear growth, but nonetheless fairly
rapid.
The bottle water industry is reported to have growth nine-fold over the past decade from around
15 million cases in 1997-98 to an estimated 130 million eases in2007-08 (I case=48 liters)this
traction to a compounded annual growth rate 24% per annum. In same year, the growth rate has
been as high as 40%. The market size is further projected to increase to 265 million cases by the
year 2014-15 this works out of a projected growth rate of nearly 11% a year. While one has
crossed the exponential growth phase experienced during the industry's nascent period, there is
lot of untapped potential and the industry would continue to experience double digit growth rates
for several years to come."'
In terms of value, the Indian bottled water segment is estimated currently at Rs.3000cr per
annum and expected to double within the next seven years. The international players currently
see India as the destination with a lot of growth possibility. India is already the tenth largest
bottled water consumer in the world.
A major part of the demand for bottled water stems from out of home consumption by people on
the move, because the quality and safety of drinking water available otherwise is suspected the
fear of contracting water-home infection prompts many to go in for bottled water during journey
and when one is away from home. Of course, sonic also consume bottled water (or high price
mineral water in some instance) as a style statement.
In part the industry pews its existence to the poor quality of portable Water supplied by the
municipal authorities/water supply boards and further to the inadequate hygienic standard
prevalent in most public eating place, where the water served of often contaminated. The demand
has been further fueled due to increasing income and changing lifestyle of the urban middle and
upper classes of the population. It is also triggered by advertising and wide spread distribution
of the product.

Life Cycle of the Industry

Here 1990 was selected as base year and from 1990 sales in bottled water has increased year by
year but not that much level to 2004-05 so this covers under introduction stage of bottled water
industry. After increase in awareness among people and known side effects of non purified water,
people have moved from tap water to bottled water and this change has increased sales of bottled
water in market. Until 1992, the demand for bottled water in India was mostly limited to foreign
tourists, corporate meetings, conferences, etc. The introduction of bulk packaging extended the
market to new and numerous consumers (Jose Raphel, 1998). In this period firms focus on
branding and patenting for maintaining right to produce played an important role.

Advertising express May 2008, pg-55

TABLE1
Year

Million Cases

1990-91

2.2

1991-92

2.6

1992-93

3.5

1993-94

4.7

1994-95

6.5

1995-96

8.5

1996-97

11.5

1997-98

15.5

1998-99

20

1999-2000

26

2000-2001

33

2001-02

44.5

2002-03

55.6

2003-04

68.15

2004-05

82

2005-06

97

2006-07

112.85

2007-08

129.85

2008-09

146.8*

2009-10

164.45*

2014-15

265*

Estimated Projects(Prediction)

Source:indiastat.com

EXPONENTIAL INCREASE IN DEMAND OF BOTTLED DRINKING WATER:

1990-2015

After 2005-06 bottled water sales increased in market and it showed growing stage of industry,
because people started using bottled water for status and for health safety. Now in 2008 bottled
water industry grew at a rate of 38% so its sales increased faster as compared to past year so we
can say that the industry came under growth stage. Maintaining existing features and adding new
features to the product was seen here, broader audience was available for industry product.
In India for instance, the bottled water industry, with more than 100 companies, has a turnover of
about US$ 70 million, growing at an average rate of 50% every year. This sector employs 15'000 to
20'000 people in the country (Jose Raphel, 1998).

300
250
200
150
100
50
0

(Source-4Advertising express May 2008, pg-55)

3.6 Hypothesis to be tested

An assumption taken to be true for the purpose of argument or investigation is called a
hypothesis. Following are the two types of hypothesis.
Null Hypothesis, Ho It is an assumption which the researcher tries to disprove, reject or
nullify.
Alternate Hypothesis, Ha - It is a statement of what a statistical hypothesis test is set up to
establish and negate the null hypothesis.
Following are the set of hypothesis established to answer various research problems.
1. Frequency of use of mineral water
Ho: Larger Proportion of people always use mineral water.
Ha: Larger Proportion of people go for an occasional use of mineral water
2. Choice of soft drink over mineral water
Ho: People prefer soft drink when thirsty.
Ha: People like to have mineral water in a thirst condition.
3. Awareness of all major brands of mineral water
Ho: People are aware of all the brands of mineral water.
Ha: People are not aware of all the brands of mineral water.
4. Customer preference interms of bottle sizes

Ho: 5 ltr and 20 ltr bottles of mineral water are the most preferred ones, by the
population.
Ha: 5 ltr and 10 ltr bottles of mineral water are not preferred by the population.

5. Effect of advertising on purchase

Ho: Advertisement doesnt affect purchase decision of Mineral Water.
Ha: Advertisement affects purchase decision of Mineral Water.
6. Size of bottle having higher sales
Ho: Selling of 5 ltr& 20 ltr bottles occur more frequently.
Ha: Selling of 5 ltr& 20 ltr bottles occur less frequently.
7. Reason for growth during the last five years, according to retailers.
Ho: Tremendous growth in mineral water segment is not owing to increased health
consciousness and scarcity of portable drinking water amongst the population.
Ha: Tremendous growth in mineral water segment is due to increased health
consciousness and scarcity of portable drinking water amongst the population.

CHAPTER FOUR
RESEARCH METHODOLOGY

4.1RESEARCH DESIGN
A research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data. The Survey Research was used in this project, because retailers
and consumers feedback was necessary for obtaining the data. Starting a research project needs a
basic preparation regarding the issues related to the topic selected. For this one needs to do some
deskwork. Deskwork includes:
1. Determining the basic objectives of the study undertaken.
2. Collection of secondary data related to the topic from Internet, magazines & newspapers.
3. Studying the market, which one wants to cover.
4. Analyzing the objective on the basis of information collected by secondary data.
5. All the above activities at the initial stage of the project must be completed & then the main
part follows.
4.2 DATA SOURCES
a) Primary data: These are those data which are collected afresh and for the first time, and thus
happen to be original in character. I have used the structured questionnaires.
b) Secondary data: These are those which have already been collected by someone else and
which have already been passed through the statistical process. I have collected it from the
sources like internet, published data etc.

Population of the study

People from Delhi/ NCR region will be included in the population.

Sample Size:
I took 100 consumers and 50 retailers as my respondents. They were selected by random
sampling method because in this case systematic sampling is not possible since one cannot say
whether a person is using mineral water or not.

Sampling Technique
Random sampling technique will be used in this research project.

4.3RESEARCH INSTRUMENT
For doing the survey research, structured questionnaire withclosed-ended and openended
questions were used.

Mode of Survey
The mode of survey for the retailers and consumers was the filling up of the questionnaires.

Preparing the Questionnaire

As per the requirement of the project & to achieve the objective both consumer of
mineral water & retailers of mineral water were studied apart from studying about the
domestic packaged drinking water market, Brand Bisleri in detail.
For that close and open ended questionnaires for the consumer &for retailer were
prepared.

4.4 Data Processing

Daily data will be entered into MS-Excel sheets. After the exhaustion of the specified
geographical area this data will be analyzed using simple graphical and tabulation techniques.

Analytical Tools
After collection of data another work necessary for any data collector is to correctly analysis that
data. Statistical tools helpedme to correctly analyze the data. I used here the software named
MsEXCEL for analysis of the data. I used following statistical tools:

Hypothesis Testing
Chi-square test will be used when the set of observed frequencies obtained after experimentation

have to be supported by hypothesis or theory. The test is known as 2 test of goodness of fit and
is used to test if the deviation between observation (experiment) and hypothesis may be
attributed to chance (fluctuations of sampling).2also enables us to explain whether or not two
attributes are associated or related to each other.
To test the goodness of fit: It helps to test goodness of fit by using null and alternate hypothesis.

STATISTICAL TOOLS TO BE USED

1. Chi Square Test
Procedure:
(1) Set up the null hypothesis that there is no significant difference between the observed and
expected value.
(2) We compute the value of CHI- square by using the formula
CHI-square = 2= (( Oi- Ei)2/Ei)
O- Observed value
E- Expected value
Degree of freedoms=(R-1)(C-1)
Level of significance=5

4.5 Alignment of primary and secondary data

For the purpose of the market survey, I had designed the research based on primary data. For the
collection of primary data, two structured questionnaire for the retailers and the customers were
designed.
Secondary data will be used to supplement the primary research and in terms of capacity and
profile of package drinking water industry. We will try to confirm the facts of secondary data
with the primary study related to growth in the industry and Bisleris market strategies to be
adopted for increasing its sales and brand preferencein the market.

CHAPTER FIVE
ANALYSIS AND INTERPRETATION
CONSUMER RELATED SURVEY

1. WHICH BRAND DO YOU PREFER WHILE BUYING MINERAL

WATER?

60%

56%

50%
40%
24%

30%

12%

20%

8%

10%
0%
Bisleri

NAME OF BRAND
Bisleri- Most Preferred
Kinley
Aquafina
Others

Kinley

Aquafina

Others

CONSUMER PREFERENCES
56%
24%
12%
8%

According to the survey conducted in Delhi & its Ncr it was analyzed that 56% of the users go
for Bisleri Water and 24% for Kinley while there are 8% of the respondents who still go for other
packaged drinking water.

2. NUMBER OF RESPONDENTS USING

MINERAL WATER FREQUENTLY

Always; 28%

Often; 27%

Never; 9%

Always

Often

Sometimes36%
Sometimes;

Always

Often

Sometimes

28%

27%

36%

Never

Never
9%

According to the survey it was seen that 28% of the users responded as using mineral water
always while 27% agreed to use it often. 36% of respondents said they used mineral water
sometimes while there are 9% of the respondents who said they never use packaged drinking
water.

2=15.6

3. RESPONDENTS CHOICE AMONGST MINERAL WATER AND

SOFT DRINKS

60%
50%

48%

40%
30%

25%

20%

15%

10%
0%
Always

Often

12%

Sometimes

Never

Always

Often

Sometimes

Never

48%

15%

25%

12%

48% respondents agreed to always choosing mineral water over soft drinks when thirsty while
15% chose it often, 25% agreed to choosing it sometimes while 12% consumers said they never
have mineral water when thirsty.

4. BRAND AWARENESS OF MINERAL WATER AMONG

RESPONDENTS

3 to 5; 50%
0 to 2; 40%

6 to 10; 10%

0 to 2

3 to 5

6 to 10

10&&above;
above0%
10

Brands

Respondents

0-2

40%

3-5

50%

6-10

10%

10 and above

The survey conducted in showed that 40% of the respondents were aware of 0-2 brands
packaged drinking water, 50% of 3-5 brands, 10% were aware of 6-10 brands while none were
aware of more than 10 brands.

ll

5. CUSTOMER PREFERENCE INTERMS OF BOTTLE SIZES

20 Itr; 15%

% Of Respondents

5 Itr; 5%
0.5 Itr; 60%

1 ltr; 20%

0.5 Itr

1 ltr

5 Itr

20 Itr

Size Of Bottle
SIZE OF BOTTLES

CONSUMER PREFERENCES

0.5 ltr

60%

1 ltr

20%

5 ltr

5%

20 ltr

15%

According to the survey 60% of the respondents preferred to buy 500ml bottles, 20% preferred
1ltr bottles while 5%& 15% preferred 5ltr and 20 ltr respectively.

6. CUSTOMERS PREFERENCES REGARDINGPRICE OF MINERAL

WATER

Yes 42% 42%

Yes

No 58% 58%

No

Respondents view
% of Respondents

Yes
42%

No
58%

The observation shows that most of the people are not happy paying the price, the companies are
charging for the product. They feel that the price should be a little lower.

7. AFFECT OF ADVERTISING ON PURCHASE

Agree; 46%; 46%

Indifferent; 5%; 5%
Disagree; 25%;
25%agree; 10%; 10%
Strongly
Strongly disagree; 14%; 14%

Strongly agree
Agree
Strongly disagree
Disagree
Indifferent

Response

% of respondents

Strongly Agree

10%

Agree

46%

Strongly Disagree

14%

Disagree

25%

Indifferent

5%

46% agreed to the fact that advertising of packaged drinking water affected their purchase while
10% strongly agree, 25% of the respondents disagreed, 14% strongly disagreed, while 5%
consumers said they were indifferent towards it.

8. AVAILABILITY OF PACKAGED WATER BRAND OF YOUR

CHOICE

Series 1
60%
50%
40%
30%

51%

47%

20%
10%

2%

0%
Yes

No

Cant say

Good Availability

% of respondents

Yes

51%

No

47%

Cant say

2%

It was seen in the survey that 51% said that their choice of mineral water was readily available
everywhere, whereas 47% disagreed and 2% were not sure.

9. GROWING HEALTH CONSCIOUSNESSAMONG INDIANS

No; 27%; 27%

Yes; 73%; 73%

Yes
73%

Yes
No

No
27%

The observation shows that most of the population in Delhi & its NCR agree that Indian are
getting Health Conscious now-a-days

10.PREFERENCE FOR MINERAL/PACKAGED WATER OVER

NORMAL WATER BECAUSE OF HYGIENE

Yes

18%

No
82%

Yes
82%

No
18%

The reason for the higher preference for Mineral water considering hygiene important may be the
fact that the normal water which we get is not always very hygienic and may cause many
diseases, also the increase in the awareness of being fit and people becoming health conscious.

RETAILER RELATED OBSERVATIONS AND FINDINGS

1. TYPES OF BRANDS RETAILERS KEEP

% Of Retailers

Advertised Non-Advertised

Both

Types Of Brands

Advertised
35%

Non-Advertised
5%

Both
60%

According to survey, 35% of retailer go in for advertised products and non-advertised products
do not have any weight Around 60% retailer believe in the combination of both (advertised and
non-advertised version).

2. BRAND MOSTLY SOLD

70%
60%
50%
40%
30%

62%

20%
26%

10%
0%
Bisleri

NAME OF BRAND
Bisleri
Kinley
Aquafina
Others

Kinley

4%

8%

Aquafina

Others

% OF RETAILERS AGREEIN
62%
26%
4%
8%

According to the survey of retailers 62% said the most sold brand was Bisleri followed by Kinley
to which 26% agreed while 4% said that Aquafina was sold most and 8% voted for other brands.

3. SIZE OF BOTTLE SELLING MORE

60%
50%
40%

60%

30%
20%

24%

10%

5%

12%

0%
0.5 Itr

1 ltr

Size of bottle

0.5 ltr

% of respondents

60%

5ltr

1 ltr
28%

20ltr

5 ltr

20 ltr

4%

12%

According to the survey of retailers 60% said that 500ml bottles were sold most followed by 1ltr
as said by 28% while 4% and 12% said 5lts & 20ltr were sold the most.

4. Basis of selling a particular Packaged Drinking Water

Brand

Demand by the
customer

2%

26%

Schemes offered by
the companies

48%
14%

10%

Advertisement
More margins
Others

Reasons

% of Respondents

Demand by the customer

Schemes offered by the companies
Advertisement
More margins
Others

48%
10%
14%
26%
2%

Mostly the demand by the customer is the main reason for selling of particular brand of
Packaged Drinking Water and then it comes to schemes, advertisements and margins. The
other reasonsincluded availability, replacement of leaked bottles etc.

5. MORE MARGINS ON SELLING BRAND

40%
35%
30%
25%

40%

20%

28%

15%

21%

10%

11%

5%
0%
Bisleri

Kinley

Aquafina

Others

Brand (with maximum margins)

% of respondents

Bisleri

40%

Kinley

28%

Aquafina

11%

Others

21%

Among the 50 retailers that took part in the survey 40% said that they earn maximum margins on
Bisleri while 28% said Kinley and 11%& 21% said Aquafina and others respectively.

6. GROWTH DURING THE LAST FIVE YEARS

ACCORDING TO RETAILERS

5%
25%
Health consciousness

38%
Advertisements

Scarcity of water

Others

32%

Health consciousness
38%

Advertisements
32%

Scarcity of water
25%

Others
5%

According to the retailers the growth rate has been very high as 38% think that the population
has become health conscious, 32% say it is due to scarcity of drinking water and 25% say it is
due to increased advertisements while 5% say that there may be other reasons like higher living
standars, more disposable income etc.

CHAPTER SIXTH
RECOMMENDATION AND SUGGESTIONS FOR BISLERI

 Bislerishould spend more on sales promotions to reinforce its brand image in the market.
Campaign, stalls to beat local brands & create awareness.
They can tie up with large commercial complex, hotels & airlines industries as they are the
emerging sector.
New Market segments
Retailers need to concentrate on 5 and 20 ltr bottle which can be possible only if
properly advertised & home delivery of jars is done to the end customers.
The market is too congested and confused in the Delhi & its Ncr region, so the
company should properly promote & strengthen the distribution channel to survive
the competition.
Can enter into premium segment market. It can also explore international markets
specially developing market
They can target the youth segment.
Launching trendy packs to attract more and more customers.
In Bottled water industry people purchase those products which are easily available in market
So transportation is key activity for bottled water industry. Hence development of
transportation is important.
Action plan for covering the sample population:There are four major segments
selected for the jar and dispenser business which Bisleri should focus to have better
availability of its product:

Hospitality industries: Hotels, restaurant, Bakers & confectioneries Ice cream

parlors,bars, and catering services.

Institutional sales: Factories, Export house, School& Education institution and

hospitals.

Offices & Households: Commercial complexes, main market, residential flats

&housings colonies.

Retail segment: All Panwalas, general store, and Juice & Ice cream parlors.

As the future of the industry is very bright if is important to leverage this growth by Investing in Research and development.
Looking out for product differentiation.

CONCLUSION

 After analysis of the data & facts we have collected from consumer & the retailers &
matching them with the objectives one can say that there is very good future for mineral
water market. Soft drink market might be some threat to the mineral water at present
but within few years the scenario is going to change. Trend signifying increasing health
consciousness amongst Indians could also be observed.
Market has seen a tremendous growth from the early nineties & now it is increasing by
40% every year so one can easily say there is great potential in the mineral water market.
It could also be observed that the living standards of the people improving & as they are
becoming health conscious are ready to pay for water now. On the question of survival of
so many companies government has made policies & restrictions from April 2001 which
will force many manufactures to shut down their factories. But due to potential in the
market companies with quality product will survive.
Finally from the data collected at both primary and secondary level one can confidently say
that Bisleri as packaged water brand is the current market leader.

CHAPTER EIGHT
LIMITATIONS OF THE STUDY
Any research or study always has some limitations under which this has to be undertaken. This
one too was not an exception. These limitations are poised by the environment some external and

some inherent. This study has been conducted with utmost consideration to the adequacy of data
and quality of information, though as mention earlier the reliance on the sources cannot be
minimized to zero in context of precision. The limitation can be enlisted as hereunder:1. The perception level of the respondents. The responses given by respondents were not
always accurate because the respondents gave the response according to their
understanding.
2. Availability of documents as sources of secondary information.
3. Reliability of information collected from various public information sources such as
magazines and website.
4. Respondents are not willing to fill the questionnaire.
5. Very often the respondent do not express their true feelings, in such case their habit,
preference, practice, cannot be assessed correctly.
6. Some of the respondents refuse to give the important information best known to them.
7. Time was a limiting factor for the study
8. Cost and coverage of survey area
However in spite of these limitations all efforts have been put to make the report correct,
genuine, and fulfilling the objectives of the reports.

CHAPTER NINE
REFERENCES
BOOKS & JOURNALS

 Kotler Philip, Marketing Management New Delhi, Prentice Hall of India, 2003(9 th
edition)
Kothari C.R, Research Methodology New Delhi, VishwaPrakash, 2003(2nd edition).
S H.W. Boyd, R. Westfall and S.F. Stasch, Marketing Research- Text and Cases (7th
Edition)
Britannica Encyclopedia
Mr. HariSundar(2008), Indian Packaged drinking water industry, Advertising Express
page no-55
JaspreetBhasinChandok (2003), Strategies for Survival of Indian FMCGsJournal of
Retailing Vol. 68,Pg 34
Catherine Ferrier(2001), Bottled water: Understanding a social phenomenon , WWF
Reports

OTHERS
Internet
Magazines

en.wikipedia.org/wiki/Bisleri

www.finewaters.com/Bottled_Water/India/Bisleri.asp

www.bisleri.com/

www.bottledwaterindia.web

www.nrdc.org/water/drinking/

ANNEXURE
CONSUMER QUESTIONNAIRE

Name of the respondent

__________________________

Address of the respondent __________________________

Contact no. ________________________________________

QUESTIONS
Ql. How often do you consume mineral water?
a) Always

b) Sometimes

c) Often

d) Never

Q2. When feeling thirsty you opt for Mineral water over Soft drink, juices etc
a) Always

b) Sometimes

c) Often

d) Never

Q3. How many brands of mineral water are you aware of?
a) 0-2

b) 3-5

c)6-10

d) 10 and above

Q4. Is your preferred brand of mineral water easily available?

a) Yes
b) No
c) Cant Say

Q5. Which size of bottle do you prefer?

a) 500 ml
c) 5 Itr

b) 1 ltr.
d) 20 Itr

Q6. Do you think mineral water is much more hygienic than normal water?
a) Yes

b)No

Q7. Do you think the price the companies are charging, is worth the product?
a) Yes

b) No

Q8. Does advertising of this product has any effect on your purchase?
a) Yes

b)No

Q9. Do you think Indians are getting more health conscious day by day?
a) Yes

b) No

Q10. Which brand do you prefer while buying mineral water?

a) Bisleri

b) Kinley

c) Aquafina

d) other