Bisleri International is embarking on a substantial endeavour to bolster its manufacturing capabilities and strategic distribution network. This move is aimed at facilitating the seamless placement of products in the market and enhancing its market presence, according to Vice-Chairperson Jayanti Khan Chauhan. Currently, the company boasts 128 manufacturing plants and is actively working to expand this number to 150. This expansion will encompass plants owned by Chauhan’s promoted company and its exclusive co-packers.
In a bid to diversify its offerings, Bisleri is branching out into the carbonated soft drinks (CSD) category while continuing to focus on its core packaged drinking water business. This strategic pivot reflects Bisleri’s innovative approach to evolving consumer preferences.
Chauhan, when asked about the company’s outlook, affirmed their commitment to expanding distribution and manufacturing capabilities, especially for CSD products. The strategic placement of manufacturing units and distribution networks is expected to optimize efficiency and cost-effectiveness in delivering products to the market.
Moreover, Bisleri International has extended its reach into the premium category by introducing its brand Vedica into the sparkling water segment. The company aspires to become a leading player in this niche and rapidly growing market segment.
Currently, Vedica contributes around 5 percent of Bisleri International’s revenue, with expectations to grow into a Rs. 100 crore brand within the next 2–3 years. Despite challenges posed by the COVID-19 pandemic, the company has achieved an impressive compound annual growth rate (CAGR) of 17 percent over the past four years.
According to data from the Registrar of Companies under the Ministry of Corporate Affairs, Bisleri International reported revenue of approximately Rs. 2,300 crores for the fiscal year 2022–23. Chauhan expressed confidence in the company’s performance in the current fiscal year, citing substantial growth at a CAGR of 17 percent.
Bisleri International has made a robust recovery, rebounding from a temporary decline in sales from out-of-home channels, which are significant contributors to the beverage industry.
Looking ahead, Chauhan confirmed the company’s intent to expand its product portfolio in response to evolving consumer demands. The bottled water segment, although still dominated by unorganized players, is witnessing a gradual shift toward branded players. Bisleri International aims to further strengthen its market position in the organized sector and enhance its market share.
In the organized market, Bisleri already holds a commanding position, accounting for over 50 percent of the branded bottled water market share. The company competes with Coca-Cola Co.’s Kinley and PepsiCo Inc.’s Aquafina in the packaged water segment.
While there were earlier reports of promoters considering the sale of their stake in Brand Bisleri to Tata Consumer Products Ltd. (TCPL), Tata Group’s FMCG arm later confirmed that negotiations regarding a potential transaction had ceased. TCPL is already a player in the bottled water segment with its brand Himalayan.