The document discusses the packaged drinking water industry in India. It saw phenomenal growth from 2 million cases in 1990-1991 to 76 million cases in 2004-2005. Key drivers of demand included tourism, growth of BPO/call centers, and increasing awareness of water pollution issues. Major players discussed include Coca-Cola's Kinley brand, Parle's Bisleri, and PepsiCo's Aquafina. The strategies and business models of these three industry leaders are analyzed in detail. The document also briefly discusses other players like Parle Agro's Bailley and new entrants Kingfisher and McDowell's drinking water brands.