This document summarizes the packaged drinking water industry in India. It discusses that the industry is growing at 55% annually and is estimated to reach Rs. 1800 crore by 2011. It then describes the various processes involved in water purification, bottle manufacturing, filling, labeling, and packing. Next, it analyzes the market segmentation based on geography, demographics, psychographics, and behavior. It proposes targeting the middle income segment with affordable prices. Finally, it performs a SWOT analysis and discusses strengths, weaknesses, opportunities, and threats for the industry.

2. Introduction
PACKAGED DRINKING WATER INDUSTRY
• Rs.1500 crore packaged water industry
• The industry which is growing at the rate 55%
per annum.
• Estimated to grow around Rs.1800 crore by
2011.
• Approximate 20% brands in organized market
& around 80% Local Brands.

3. Technical Aspects
Water Tanks coagulation
chlorination tank Reverse Osmosis
Filtration Packing in bottle capping

4. Processes in the plant
• Purification: Water received from the external source is passed through
the purification plant and stored in a stainless steel tank. Thereafter it is
fed to the bottling section - and continuous operation achieved.
•
Bottle Manufacturing: Pet preforms are blown into bottles and a sufficient
number of bottles, say 1000 nos., kept ready while the machine continues
to produce more during the shift, when the bottling has been started.
• Rinsing - Filling - Capping: The bottles are fed into the machine which
automatically rinses, fills and screws the cap on it. Caps are stamped with
the date of manufacture and expiry before being put into the hopper for
screwing on to the bottle.

5. Contd…..
• Labeling: We are proposing use of heat shrink labels and tamper
evident heat shrink sleeve on the neck of each bottle.
The label and the neck sleeve are to be manually put on the bottles
which will then pass through the shrink tunnels and onto packing
conveyer.
Expiry date and batch number could be printed on labels or caps
prior to their being put on the bottles.
•
Heat Shrinking: The bottles are passed through heat shrink tunnel
so that the label and neck sleeve, shrink and stick to the bottles.
• Final Packing: This could be in cartons - done manually - and no
machines have been provided for it.

6. Market Study
Segmentation:
– Geographic
• City Size:- Mostly Major Cities & Sub Metros
• Climate:- Hot & Humid
– Psychographic
• Lifestyle:- Travel Freak
• Personality:- Health Conscious

7. Contd…..
– Demographic
• Family Size:- Mostly Individual &
Sometimes Families
• Corporate
– Behavioral
• Benefit:- Thirst & Quality
• Brand Loyalty:- Split Loyal

8. Targeting
• Targets middle segment people
• Price of the Bottle is such that can be
affordable to the all segments
• Company planning to target more towards
lower segment

9. Positioning
• Top of mind of consumers when it comes to
mineral water

10. 7Ps
• Product
• For daily traveling consumption (250ml packets, 250ml
& 500ml bottles)
• For Long traveling consumption (2 & 1 Ltr)
• For Office, Home, Marriage or Meeting use (5 & 20 Ltr.
Returnable packs
• Price
– Competitive Pricing
– Product line pricing

11. Contd….
• Place
The plant can be located at any suitable place
where availability of clean water, power, PET
bottles and market access is ensured.
• Promotion
– Advertising Campaign
– Bill boards across the city and
– Advertising Boards infront of retail shops

12. Contd….
• Physical evidence
Attractive bottle design and pure water are
the physical evidences
• People:
Factory Manager -1
Production Manager/Chemist -1
Supervisory staff -6
Office Assistant -2
Skilled workers -4
Unskilled workers -5

13. Contd…..
• PROCESS
1] Purification:
2] Bottle Manufacturing
3] Rinsing - Filling – Capping
4] Labeling
5] Heat Shrinking
6] Final Packing

14. SWOT
• Strengths
– Generic name for packaged drinking water.
– Can be spelled by common man also. It’s so
important in bottled water.
– Focus on safety.
– Growing market.
– Quoting a lower price to the target customers.
• Weakness
– New entrant in the market

15. Contd….
• Opportunities
– Can enter in the market of juices & beverages
– Can enter in the market of water purifier
– Can tab the maximum rural market of the country
– Tie-up with railway canteen & stalls
• Threats
– From the players like bisleri, Kinley, Aquafina, Himalaya
Bailley, & Other local & rural products
– New enters in the market like Amul
– If government ban on plastic use then company will be in
trouble

16. Prepared by
P.SARAVANAN B.Tech,,MBA
www.twitter.com/saravananrulez

17. Thank you