The bottled water market in India is projected to grow at a CAGR of ~x% to reach INR x bn by 2020 from INR x bn in 2015. Major drivers include growth in income and consumption, urbanization, population growth, and health awareness. Key challenges are increasing spurious brands, low rural penetration, and rising water purifier usage. Major players include Bisleri, Kinley, Aquafina and Bailley. Emerging trends are flavored water, brand building, and institutional sales. The industry is consolidating with new entrants.

1. Bottled Water Market – India
May 2017
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2. Bottled Water Market in India 2017
Executive Summary
Market Overview
Drivers and
Challenges
Trends
Competitive
Landscape
• In India, the bottled water market is projected to grow at a CAGR of ~x% to reach INR x bn by FY 2020 from INR x bn in FY 2015
• Institutional sales, influx of tourists, growth in the retail market, growth in urbanization and increasing population are the major drivers of the bottled
water market
• Multinational corporations such as Pepsi Co, Coca-Cola and Nestle have found bottled water to be their newest cash cow
• Rising awareness about the health related benefits of bottled water among Indian consumers has led to a boost in sales of the same in India
Drivers
• Growth in Income and Consumption
• Growth in Urbanization and Population
• Increasing Level of Health Awareness
• Influx of Foreign Tourist
• Growth in Retail Market
Challenges
• Increase in Spurious Brands
• Low Penetration in Rural Market
• Increase in Transportation Cost
• Brand and Category Differentiation
• Increase in Water Purifiers
• Flavored Bottled Drinking Water
• Brand Building
• Institutional Sales
• New Entrants
• Wide Range of Packaging Formats
Major Players
Company 1 Company 2 Company 3 Company 4
Company 5 Company 6 Company 7 Company 8
2

3. Socioeconomic Indicators
Market Overview
Government Initiatives
Competitive Landscape
Recent Developments
Appendix
3
Market Influencers
Market Trends
Trade Analysis

4. Bottled Water Market in India 2017
Socioeconomic Indicators
Total Population
4
Population Density
1,500
1,000
500
0
mn X%
2020
k
2019
j
2018
i
2017
h
2016
g
2015
f
2014
e
2013
d
2012
c
2011
b
2010
a
0
100
200
300
400
500
Persons per sq. km
e1
2013
d1
2012
c1
2011
b1
2010
a1
j1
2018
i1
2017
h1
2016
g1
2015
f1
2014
k1
2020
Y%
2019

5. Bottled Water Market in India 2017
Market Definition & Structure
5
• Packaged drinking water is derived from potable water which may be subject to treatments, such as decantation, filtration, combination of filtrations, aerations, filtration with
membrane filter, depth filter, cartridge filter, activated carbon filtration, demineralization, re-mineralization, reverse osmosis or any other method to meet the prescribed standard and
packed
• It may be disinfected to a level that will not lead to harmful contamination in the drinking water
• Packaged drinking water is derived from ground water, such as bore well, public drinking water systems, such as municipality supply
• Supplies of such water through pipelines or tankers is acceptable provided the source remains the same
• Processed water may be disinfected by means of chemical agents and/or physical methods to control the micro-organisms to a level that does not compromise food safety or suitability for
consumption
• The processed water is filled in sealed containers of various types, sizes and shapes made from plastic materials, suitable for direct consumption without further treatment
- Processed water is packed and filled in containers which are tamperproof, tight and impervious
Focus of study
Beverages
Water
Non-Alcoholic Alcoholic
Flavored
xx xx xx
xx Bottled Water xx
xx xx xx

6. Bottled Water Market in India 2017
Market Overview
6
Market Size & Growth Forecast
0
50
100
150
200
250
INR bn
Xx%
2019e2018e
xx
xx
20202016e
xx
2013
xx
2017e
xx
xx
xx
xx
20152014
• In India, the bottled water market is projected to grow at a CAGR of ~x% to reach INR x bn by FY 2020 from INR x bn in FY 2015
• Increasing health concerns and the unavailability of clean drinking water continues to be major factors behind the strong growth
 Institutional sales, influx of tourists, growth in retail market, growth in urbanization and increasing population are major drivers of the bottled water market
 Flavored water is a product innovation in this industry
 Increase in logistic cost, increase in spurious brands, low penetration in rural markets are hindrances of the industry
 Popular brands, such as Bisleri, Kinley, Aquafina and Bailley rule the bottled water market
• Increased affordability owing to the higher disposable income is allowing Indians to spend more on discretionary items and higher value products
Current Market Scenario

7. Bottled Water Market in India 2017
Water Purification Methods
7
Traditional
methods
xx
xx
xxxx Modern
methods
xx
xx
xxxx
• xx

8. Bottled Water Market in India 2017
Distribution Channel of Bottled Water
8
Retail / Off Trade and Institutional / On Trade
• xx • xx
Retail / Off Trade Institutional / On Trade

9. Bottled Water Market in India 2017
Manufacturing Process
9
Manufacturing Process of Bottled Water
xx
xx
xx
xx
xx
xx
xx
xx
xx
xx
xx
xx
xx
xx
xx

10. Bottled Water Market in India 2017
Porter’s Five Forces Analysis
10
• xx
• xx
• xx
• xx
Competitive Rivalry
• xx
Bargaining Power
of Suppliers
Threat of New
Entrants
Bargaining Power
of Buyers
Threat of
Substitutes

11. Bottled Water Market in India 2017
Export : 34011942
11
Export (Value)
0
50
100
150
200
250
300
INR mn
XX%
FY 2017 (Apr-Nov)
XX
FY 2016
XX
FY 2015
XX
FY 2014
XX
FY 2013
XX
Export (Volume)
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
mn Kgs XX%
FY 2017 (Apr-Nov)
XX
FY 2016
XX
FY 2015
XX
FY 2014
XX
FY 2013
XX

12. Bottled Water Market in India 2017
Export Segmentation: 34011942 – Country-Wise
12
Exports: Value-Wise Segmentation
Exports: Volume-Wise Segmentation
XX
XX
XX
XX
XX
XX
XX
Others
Country 6
Country 5
Country 4
Country 3
Country 2
Country 1XX
XX
XX
XX
XX
XX
XX
Others
Country 6
Country 5
Country 4
Country 3
Country 2
Country 1
XX
XX
XX
XX
XX
XX
XX
Others
Country 6
Country 5
Country 4
Country 3
Country 2
Country 1
XX
XX
XX
XX
XX
XX
XX
Others
Country 6
Country 5
Country 4
Country 3
Country 2
Country 1
FY 2015
FY 2015
FY 2016
FY 2016

13. Socioeconomic Indicators
Market Overview
Government Initiatives
Competitive Landscape
Recent Developments
Appendix
13
Market Influencers
Market Trends
Trade Analysis

14. Bottled Water Market in India 2017
Market Drivers
14
• xx
Growth in Income and Consumption
0%
20%
40%
60%
80%
100%
xx
2015
x%
X%
x%
X%
x%
X%X% X%
x%
xx
xx
X%
X%
x%
x%
x%
X%
2020e 2030e
Aggregate Consumption (mn households)
Category Income Bracket (INR)
Globals > x
Strivers (x – x)
Seekers (x – x)
Aspirers (x – x)
Deprived < x

15. Bottled Water Market in India 2017
Market Drivers (contd.)
15
Growth in Urban Population
• xx
Growth in Urbanization and Population
0
200
400
600
Xx%
mn
x
x
2015 2030e

16. Bottled Water Market in India 2017
Market Drivers (contd.)
16
• xx
Increasing Level of Health Awareness
xx
Evolving
perception of
consumers
xx
Bottled Water : Safe and Healthy

17. Bottled Water Market in India 2017
Market Drivers (contd.)
17
• xx
Influx of Foreign Tourist
0
5
10
15
20
2025e
x
2016 (Jan-Apr)2015
Xx%
2014
x
x
mn
x
Increase in Foreign Tourist Arrivals (2014 – 2025e)

18. Bottled Water Market in India 2017
Market Drivers (contd.)
18
• xx
Growth in Retail Market
Growth in Retail Industry
0
50
100
INR tr
Xx%
2020e
x
2015
x
2014
x
2013
x
40%
100%
20%
80%
0%
60% x%
X%
2020e2015
X%
x%
Unorganised Trade
Organised Trade
Scope for Expansion in Organized Retail

19. Bottled Water Market in India 2017
Market Challenges
19
• xx
Increase in Spurious Brands
• xx
Increase in Transportation Cost
• xx
Brand and Category Differentiation

20. Bottled Water Market in India 2017
Market Challenges (contd.)
20
• xx
Low Penetration in Rural Markets
Challenge xx xx xx
Main objective of the government should be to alleviate poverty and provide better access to bottled drinking
water at a subsidized rate to the rural sector

21. Bottled Water Market in India 2017
Market Challenges (contd.)
21
• xx
Increasing Use of Water Purifiers
Water Purifiers – Growth (Value)
0
100
200
300
INR bn
Xx%
2024e
x
2015
x

22. Bottled Water Market in India 2017
Government Initiatives
22
Increasing Use of Water Purifiers
Government
Regulations
xx
xx xx

23. Bottled Water Market in India 2017
Market Trends
23
Flavored Bottled Drinking Water
• xx
Major Competitors
xx

24. Bottled Water Market in India 2017
Market Trends (contd.)
24
Brand Building
• xx
Institutional Sales
• xx
New Entrants
• xx

25. Bottled Water Market in India 2017
Competition
25
List of Major Players
Name Website
Company 1
Company 2
Company 3
Company 4
Company 5
Company 6
Company 7
Company 8
Company 9
Company 10

26. Bottled Water Market in India 2017 26
Company Information
Products and Services
Category Products/Services
XX XX
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Stock Exchange : Ticker
Key People
Name Designation
Person 1 Chairman and Managing Director
Person 2 Chief Executive Officer
Person 3 Group President
Person 4 Chief Financial Officer
Business Description
• XX
Public: Domestic Company – Company 1

27. Bottled Water Market in India 2017 27
Key Ratios
Particulars 2013 2014 2015 2016
Profitability Ratios
Gross Margin %
Net Income Margin %
EBITDA Margin %
EBITA Margin %
EBIT Margin %
Return on Assets %
Return on Capital %
Return on Equity %
Return on Common Equity %
Liquidity Ratios
Current Ratio
Quick Ratio
Leverage Ratios
Total Debt/Equity
Total Debt/Capital
Interest Coverage
Efficiency Ratios
Total Asset Turnover
Fixed Asset Turnover
Accounts Receivable Turnover
Inventory Turnover
Financial Snapshot
Key Financial Performance Indicators
Indicators Value (13/02/2017)
Market Capitalization (INR mn)
Total Enterprise Value (INR mn)
EPS (INR)
PE Ratio (Absolute)
Total Income Net Profit / Loss
0
500
1,000
1,500
0
10
20
30
40
50
60
INR mn
XX
XXXX XX
XX
FY 2013
XX
FY 2014 FY 2015
INR mn
FY 2016
XX
XX
Public: Domestic Company – Company 1 (Continued)

28. Bottled Water Market in India 2017 28
Key Business Segments Key Geographic Segments
0%
20%
40%
60%
80%
100%
FY 2016
XX%
FY 2015
XX%
FY 2014
XX%
XX%
XX%
FY 2013
Xx%
XX%
100%
80%
60%
40%
20%
0%
FY 2016
100%
Country 1Segment 4Segment 3Segment 2Segment 1
Public: Domestic Company – Company 1 (Continued)
Company 1 has been operating solely
in Country 1 over the last four years

29. Bottled Water Market in India 2017 29
Company Information
Corporate Address
Tel No.
Fax No.
Website
Year of Incorporation
Business Description
• XX
Private: Domestic Company – Company 2
Products and Services
Category Products/Services
XX XX
XX XX
XX XX
XX XX
XX XX
Key People
Name Designation
Person 1 Chief Executive Officer
Person 2 Chief Operating Officer
Person 3 Head – Operations
Person 4 Chief Marketing Officer

30. Bottled Water Market in India 2017
Recent Developments
30
Date Category Description Impact
Feb 22, 2017 Collaborations & Partnerships Low
Feb 01, 2017 Product Launch Low
Dec 19, 2016 Regulatory High
Dec 15, 2016 Regulatory Medium

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