Why don’t we say, “Search it,” but instead reflexively utter, “Google it”? Or how about when we need a quick copy, we instinctively ask for a “Xerox”? These brands have cast a magical spell, replacing entire product categories with their names.
The brand we are talking about today is no different. It’s a name you casually drop at any local shop, expecting them to know exactly what you mean. That’s not all; you’d be surprised to know that the brand was initially identified with a hangover cure and is now an empire valued at ₹7000 crores!
Despite countless imitators, it remains the undisputed king of its category. It is so intimately interwoven into our daily lives that the name has become synonymous with the essence of life (read on; you will know how!).
Have you guessed the brand already?
A Thirsty Beginning
The story begins in 1851 in the heart of Italy. A former army general turned chemist, Felice Bisleri, was on a quest to cure the dreaded hangover.
His concoction, a blend of cinchona, herbs, and iron salts, dubbed ‘Ferro-China Bisleri’, was a surprising hit.
He established Felice Bisleri & Co. to cater to this growing demand. By the 1920s, the company’s reach extended to India to source ingredients for the famed tonic.
Dr. Rossi, a close confidant and family physician to Bisleri, played a crucial role in this expansion. However, tragedy struck in 1921 when Bisleri passed away, leaving the company’s reins in the capable hands of Dr. Rossi.
Takes Shape
India, a newly liberated nation, was brimming with potential. The economy was on the upswing, and opportunities were as vast as the country itself.
While India was blessed with natural water bodies, the reality was far from idyllic. Many, especially city dwellers, grappled with the challenge of finding clean drinking water.
A visionary at heart, Dr. Rossi saw a gap in the market for bottled water. The concept seemed absurd at the time, but Dr. Rossi was undeterred.
He found a willing partner in Khushroo Suntook, the son of his legal advisor, who shared his passion for this audacious venture.
Against All Odds
Khushroo Suntook, a lawyer like his father, and Dr. Rossi established the first Bisleri water plant in 1965 Thane, Mumbai.
The idea was met with skepticism, even ridicule. Selling water? In India? It seemed like madness. Yet, they persevered, fueled by a belief in their product and a determination to succeed.
And so, the journey began. Bisleri ventured beyond the confines of luxury hotels into the heart of the nation. It was a battle fought with every bottle sold, educating consumers about the importance of pure drinking water. The challenge was immense, but the rewards were even greater.
Surprise Partnership
However, the Bisleri journey took a surprising turn in 1969. News of the ‘madmen’ selling bottled water reached the ears of the Chauhan brothers, masterminds behind the iconic Parle company. They saw the potential and acquired Bisleri for a mere ₹4 lakh (around $50,000 today!)
This marked the beginning of Bisleri’s meteoric rise. Parle, with its marketing muscle, took Bisleri national. They even came up with a revolutionary concept—selling soda alongside mineral water. This dual approach not only boosted their business but also spiked mineral water production in India.
The Water Game
Bisleri wasn’t content to simply quench thirst; it was on a mission to redefine the water game. They weren’t afraid to push boundaries, introducing innovations like tamper-proof bottles and larger, more convenient pack sizes.
It was a bold move that paid off, establishing Bisleri as a trailblazer in the industry. Even as global giants like Coca-Cola and PepsiCo entered the fray, Bisleri held its ground, its reputation for purity and quality unwavering.
A Nation Hydrated
To ensure every corner of India could enjoy it’s refreshing taste, Bisleri built an impressive distribution network. With a reach spanning over 8,000 towns, it was practically impossible to miss. From bustling cities to small towns, the green label and bottle cap became familiar.
While the brand catered to the discerning palate with premium options like Vedica, its heart remained with the everyday consumer. Bisleri wasn’t just about luxury but about making clean water accessible to all.
From Counterfeit to COVID
Counterfeit products emerged as a challenge, but Bisleri fought back with wit and charm. Campaigns like “Har Pani Ki Bottle Bisleri Nahi” became more than just advertisements; they were cultural touchstones.
Then, the unexpected happened: the pandemic. While challenging for many, it opened new doors for Bisleri.
Online orders surged, offering a fresh perspective on how to connect with customers. This digital pivot paid off handsomely. In FY20, Bisleri’s revenue touched a staggering ₹1500 crores, with profits crossing the ₹100 crore
Of The Strategic Playbook
Despite a growing pool of competitors like Aquafina and Himalayan, Bisleri remains the undisputed king, commanding a staggering 60% market share.
While diversification has been key, the brand’s core remains its flagship packaged drinking water. Bisleri employs a strategic approach to maintain its dominance, leveraging the classic marketing mix of product, price, place, and promotion.
Parle’s research arm relentlessly worked to make Bisleri accessible to every corner of India. Today, you’re as likely to find a Bisleri bottle at a bustling railway station as you are in a five-star hotel.
A clever pricing strategy ensures Bisleri fits every budget, with higher costs in premium locations offsetting lower prices in retail outlets.
Not Just a Brand
Over the years, Bisleri has evolved, but that core promise has remained steadfast. Today, it’s more than just water. Bisleri Club Soda, Fonzo, Limonata, and Pop – each flavor, each fizz, is a testament to their commitment to delivering the best. And they don’t just say it; they prove it with certifications from BIS and FSSAI.
With over 103 plants across India and neighboring countries, Bisleri’s reach is vast. The green cap has become an unforgettable symbol of trust and purity.
Once dismissed as a “mad” idea, today, Bisleri stands tall as the undisputed king of India’s bottled water industry, with a whopping 60% market share, valued at a staggering ₹7000 crores.
Bottles of Change
The brand has joined forces with Mumbai-based NGO Parisar Bhagni Vikas Sangh (PBVS), the waste management experts at Sampurna Earth, and recycling leader Dalmia Polypro Industries.
The ‘Bottles for Change’ initiative transforms collected plastic into flakes, the building blocks for products like fabric, handbags, and window blinds.
Beyond taste, Bisleri cares
The company understands the importance of protecting the planet. It pioneered sustainability, importing plastic recycling machines in the 1990s.
Focusing on reusable 20-liter containers showed that businesses could be both successful and eco-conscious. Bisleri isn’t just quenching thirst; it’s quenching the world’s thirst for a better planet.
I’m Archana R. Chettiar, an experienced content creator with
an affinity for writing on personal finance and other financial content. I
love to write on equity investing, retirement, managing money, and more.
