Aava is a natural mineral water company based in Ahmedabad, India. It has the largest market share in Western India and is looking to expand across the country. The company sources its water from the Aravali Mountains and bottles it using pharmaceutical-grade clean room technology. Aava primarily serves institutional clients like airlines and hotels but is working to expand its retail presence. It has a centralized organizational structure and fully automated bottling facility. The company leverages its source location to have lower transportation costs compared to competitors.

1. MARKET OVERVIEW

2. The quest for clean drinking water is one of the
reason for the surge in the bottled variety.
Ahmedabad-based Sheelpe Enterprises is turning
conventional business logic on its head.
Aava natural mineral water not only outsells premium
national brands by a wide margin regionally — the company
claims a lion’s market share in Western India.
BOTTLED WATER IN INDIA
In a world where every alternate food item claims to be
fortified, nothing about Aava is artificial. Nature has
endowed Aava with a unique mineral composition that is
beneficial to your health
The market for bottled water (AMDK) has been
growing over the past few years in line with rising
public demand.
Growing at 400% annum, Aava is looking to reach every
corner of India in the next three years.

3. Year Production(in million cases)
1990-91 2.00
1991-92 2.60
1992-93 3.50
1993-94 4.70
1994-95 6.50
1995-96 8.50
1996-97 11.50
1997-98 15.50
1998-99 20.00
1999-00 26.00
2000-01 33.00
2001-02 44.50
Growth of Bottled Water

4. • ARTESIAN
• DISTILLED
• MINERAL
• PURIFIED
• SPARKLING
• SPRING
• WELL WATER
CATEGORIZATION OF
BOTTLED WATER BY US
FDA
Categories of bottled water
in India
o Natural mineral water
o Packaged drinking water
Packaged Drinking Water Natural Mineral Water
This type of water in its raw form can
be sourced from any place.
Natural mineral water is acquired
straight from its protected natural
source.
This water is made potable through
various purifying processes like
Distillation, Deionisation, Reverse
Osmosis(RO), etc.
Natural mineral water is free from any
chemical processes.
In the RO process, healthy minerals
that are essentially present in the
water also get removed.
Natural mineral water is a pure,
balanced, healthy drinking water. Its
unique natural mineral composition
does not require any kind of processing
which is responsible for the removal of
healthy minerals present in the water.
The biggest drawback of RO water is
wastage. For instance, nearly two litres
of water may be wasted in purifying or
processing one litre.
As there is no large scale processing
required in this type of water, there is
no water wastage.
It can have an artificial taste and it is
demineralised.
It is seen as more healthy, tasty, and
natural for Human Consumption.
CATEGORIZATION

5. Board of Directors
General Manager
(Sales and Marketing)
General Manager
(Distribution and
Logistics Production
and Stores)
General Manager
(Finance and
Accounting)
Chairman and
Managing Director
Organisational Structure at AAVA
Company Brand Origin Market
presence in
India
Mount Everest Mineral
Water Ltd. (Tata Global
Beverages)
Himalayan Sirmaur (Himachal
Pradesh)
Pan India
Narang Hospitality Pvt. Ltd. Qua Himalayan Foothills,
Himachal
North and
West India
Sheelpe Enterprises Pvt.
Ltd.
Aava Aravali Mountains,
Taranga Hills, (Gujarat)
South West
India
Parle Bisleri Vedica Uttarakhand (Foothills of
Himalaya Mountain
Range)
Pan India
G. C. Beverages Pvt. Ltd Natural
Springs
Solan, Himachal Pradesh North India
Dharampal Satyalpal Group Catch Kullu Mountain Range,
Himachal Pradesh
North India
Narang Hospitality Services
(Narang Group)
Evian Swiss Alps (France) Pan India
Narang Hospitality Services
(Narang Group)
Perrier Vergeze, South France Pan India
Raw Material Source and Area of Operation
of Natural Mineral Water Brands in India
Sheelpe Enterprises
Pvt. Ltd.

6. MARKET SEGMENTATION
Aava divided market based on
the Needs of different class of
consumers.
Market segmentation is the process of
dividing a market of potential
customers into groups based on
different characteristics.
Market segmentation is to prioritize
their Target Audiences.

7. PACKAGINGVARIANTSOFAAVA

8. DIFFERENT PRODUCTS
• Targeted at large institutional clients
• Eg: airlines , hotels chains
AAVA MINI
[200 ml] &
AAVA PERSONAL
[500 ml]
• Unique push up cap
• Sports and fitness conscious people, Restaurants, clubs,
caterers
• Retail stores, shopping malls, hyper and super markets
AAVA SPORT
[ 700 ml ] & 1 lt
cup cap bottle
• Domestic household buyers, corporate offices
• Who require bulk water for daily use
20 liter BULK
JARS

9. ESTABLISHMENT
 Primarily served high end
institutional clients like the
aviation and hospitality sectors.
 Served to OBEROI and TAJ that
offered AAVA to AIRLINES which
contributed a majority of AAVA’s
SALE
 AAVA was a dominant player with
nearly 60 percent of market share
 AAVA’s retail market presence was
negligible.

10. AVIATION
Air India
Jet Airways
Swiss Air
Air France
Lufthansa
British Airways
Singapore airlines &
Inter continental airlines
HOSPITALITY SECTOR
 Four seasons
Marriott
Hyatt
Meridian
Marriott group
The Oberoi tridents
Ramada group
Fortune landmark
Itc welcome group
List of sectors

11. • Air India from 6 Airports
• Four Season Hotel Group
• Ramada Group Tea
• ITC Welcom
Group, NAroda
• Fortune Landmark,
Ahmedabad
• Flight Kitchen Ambassador
• IIM (Ahmedabad)
LIST OF CLIENTS
•Hotel TAJ Umed
•Hotel CAMA
•Fun Cinemas
•Wide Angle Cinemas
•CCI club Mumbai
•Ambani School Mumbai
•Jet Lite
•Indigo Restaurant

12. Aviation - 65 Institutional sales -
23
Modern retail - 7
Institutions clients
and domestic house
holds - 5
SALES contribution of Aava from various segment 2011-
2012

13.  FULLY AUTOMATED PLANT for Production and Packaging in 2005
 One of the few which is credited with adhering to Pharmaceutical Standards “CLEAN ROOM” Technology
 Produced 30,000 Litres of natural mineral water every day and bottled 1 million bottles every week.
Sales of different Stock Keeping Units 1 Litre bottle is the third
highest selling and retail
cum small-institutional
SKU.
 For producing 200ml and1 ltr
bottles, company had to make
a provision of wastage @ 3%
on basic raw material and
packaging additionally.
PRODUCTION AND MANUFACTURING
No. of Bottles per
Box
No. of SKUs Sold Boxes Sold
200ml 24 29,95,636 12,48,182
500ml 20 17,21,200 86,080
1 Litre 12 16,33,497 1,36,125
1.5 Litre 9 3,13,908 34,879
20 Litres Jars - 1,60,000 -

14. 200 ml 1 Litre
Raw Material 10.10 2.90
Bottle Cap 0.24 0.24
Label 0.13 0.34
Shrink Packaging 0.30 0.90
 20 Litres jars gave the
benefit of Amortization
to the company
 Theft and loss of jars which was
very common, added 20% to the
variable cost
Particulars 200ml Bottles 1 Litre Bottles 20 Litres Jar
Electricity,
Labour and
Other
Miscellaneous
Expenses per
Unit
0.50 0.50 0.90 0.90 5
Interest cost
on Capital
Employed
@4% of selling
price and MRP
on 200ml, 1ltr
and 20ltr Jars
respectively
In
Ahmedabad
0.16
In
Mumbai
0.17
In
Ahmedabad
0.8
In
Mumbai
1.2
In
Ahmedabad
2.4
Different Costs Incurred
Fixed
Manufacturing
and Other
Costs

15. LOGISTICS
What is Logistics?
Inflow and Outflow of goods
Planning and optimizing transportation
channels
Reducing Operational costs
Distribution mainly involves
distributing the goods, planning and
setting up of a cost effective supply
chain to manage distribution of the
goods.
DISTRIBUTION

16. 0
5
10
15
20
25
30
35
40
NORTH EAST WEST SOUTH
Geographical Distribution of Bottled Water Market in India
Raw materials requirement is a boon to
AAVA
 PVC
Water from world’s oldest mountain
ranges
Less transportation costs
Can tap into South India Due
to water scarcity
Market Leader in Western India
LOGISTICS

17. STRENGTHS & WEAKNESS
‘Aava’ has a huge logistics advantage
Only one licensed as natural mineral water in western region
Company’s organization structure is very highly centralized. So
company must
decentralize its department and give responsibility
to other people
Aava’ does not have sufficient distribution network.
For selling and marketing ‘Aava’ should improve
their distribution network

18. • Aava should take the advantage to get the market having the special natural mineral water and
they need to increase their market share quickly which is their strength
• Distribution: New avenue
Tie ups
Fruit shops
Gyms, hospitals
Organic shops
• Joint branding with institutional clients leveraging the distribution n/w
• Brand image has significance role. So, by promoting they can increase brand image
• Make offensive strategy to build market share.
RECOMMENDED

20. MARKETED PITCH:-
Nourish Co, a joint venture
between Tata Global
Beverages and PepsiCo
India
SOURCE:- The majestic
source is what really
makes Himalayan
Natural Mineral Water
special. Himalayan is
bottled in Dhaula Kuan,
Himachal Pradesh
The water spends 20 years
passing through layers of
sand, silt and rocks before it
collects in a confined aquifer
located under the
Himalayan Mountains. The
water is pulled directly from
the source aquifer and
bottled into the iconic
Himalayan Water bottle
AVAILABLE IN :-
200 ml(15Rs), 500
ml(30Rs), 750 ml, 1
litre(50Rs) and 1.5
litre bottles.
Himalayan is the only
natural mineral water in
India to be awarded
international certification
by Institut De Fresenius,
Germany
HIMALAYAN

21. VEDICA
MARKETING
PITCH:- A
BISLERI
Product
SOURCE:- Himalayan Mountain
Range at higher altitude
AVAILABLE IN:- Three pack
sizes – 250ml, 500ml and 1litre
PACKAGING:- Trendy hexagonal
product
MARKETING
STRATEGY:-
Associated
with Fashion
shows, theatre
arts and other
celebrity events

22. QUA
SOURCE:- Pure natural
mineral water from the
Himalayas. The catchment
area has no human activity and
is 100% pollution-free.
PURITY:- 20 years of natural filtration
through sand, clay and layers of rock. These
layers act as natural filters and keep the
water 100% bacteria-free and 100% natural.
BOTTLING PLANT:- Bottled at
source at Baddi, Himachal Pradesh
using French bottling expertise.
AVAILABLE IN:- 200
ml(15Rs), 500 ml(30Rs),
750 ml, 1 litre(50Rs) and
1.5 litre bottles.
MINERAL
CONTENT:- Naturally
enriched with calcium,
magnesium, fluorides,
potassium, chlorides
and bicarbonates.

23. CATCH
SOURCE:- Melting from the icy glaciers, this pristine water
is filtered over years through layers of mountain rock,
imbibing a variety of natural minerals beneficial for health.
PRODUCT:- The health and lifestyle beverages are made from
natural spring water. ‘Catch’ clear is the perfect combination of
sparkling spring water and natural fruit flavor to give a sharp, crisp
and clear drink that is low in calories and high on taste.
Is healthier alternative to the standard orange, lemon and cola drinks.
‘Catch club soda’ is made with a carefully calibrated carbonation
manufactured to exacting international standards that gives a perfect
flavor for direct consumption or as an accompaniment to white
spirits. It can also be consumed straight.

24. EVIAN
SOURCE:-
Geological
miracle born
in the heart
of the Alps.
BOTTLED IN:- One simple,
modern and elegant bottle design
in ideal 75cl (dinner for 2) and
33cl (individual consumption).
MARKETING STRATEGY:- Natural
Mineral Water is recommended for fine
dining by chefs and sommeliers world
wilde, available in top hotels,
restaurants and night clubs.
Alpine purity, perfectly balanced in minerals, with
a unique taste, Evian

25. PERRIER
AVAILABLE
IN:- 750 ml,
330 ml, and
200 ml glass
bottles
in Europe, as
well as in 330
ml cans. Other
markets, the
250 ml can is
also available.
Perrier comes in several
flavors: Natural, Lemon,
and Lime have been in
market for many years, and in
2007, Citron Lemon-Lime
and Pample mousse Rose
(Pink Grapefruit) flavors
debuted in the United States.
In 2015, a Green Apple
flavor was launched in France
as well as the US. In 2016, a
Mint flavor (Saveur Menthe)
was introduced in France.

26. Logistics and Distribution Network of Aava across various cities
CITY NETWORK
Ahmedabad Company served its clients directly
Surat Company served directly to major clients; however for some geographical areas it had a separate
distributor
Jamnagar Company had its own warehouse, vehicles, manpower and distribution facilities and served its
clients directly without any distributors
Anand, Nadiad and Baroda Company served its client from these cities directly from the Ahmedabad company headquarter
Mumbai Company had its own warehouse, vehicles, manpower and distribution facilities and served its
clients directly without any distributors
Pune Managed by the Mumbai Depot of Aava
Delhi Company had a small setup in Delhi for serving a select set of elite and VIP clients
Goa Company had its own warehouse, vehicles, manpower and distribution facilities and served its
clients directly without any distributors
Delhi Company warehouse. Delivery vehicles and labour were contracted, and they made the deliveries
Udaipur (Rajasthan) Company served directly to major clients; however for some geographical areas it had a separate
distributor
Delhi, Mumbai, Jaipur, Goa, Pune, Bangalore,
Hyderabad, Trichy, Cochin, Trivandrum,
Chennai, Airports
Six company owned trucks were used for direct deliveries of products to various airports in India