guide you to prepare B-plan

1. splash refresh yourself
Packaged drinking water
Presented by:
Abhaysinh Mohite
Vijay Patil
Toshit Tambade
Akshay Sonone

2. Contents
• Introduction
• Vision and Mission
• Basis and Presumptions
• Demand and Supply analysis
• Marketing Plan
• Operational Plan
• Financial Plan
• Conclusion

3. Why packaged water industry?
• Water is basic human necessity
• Growth rate of Indian population is 1.58%
annually
• Normal human require 3-4L water/day and
increases during summer
• Acceptability by average consumer

4. • Vision: To become the best provider of safe,
pure and affordable packaged drinking water
to all people in India
• Mission: Our mission is to become the market
share leader in each market we serve. We
will earn this leadership by providing our
distributor and end user customer innovative,
high quality, cost effective product.

5. BASIS AND PRESUMPTIONS
• The unit will work for 300 days per annum on
single shift
• The wages for skilled workers are taken as
per prevailing rates in this type of industry.
• Interest rate capital on loan from Bank @
14%.
• Costs of machinery and equipment are based
on average prices of machinery
manufacturers.
• Loan is sanctioned by the authority

6. Demand analysis
• The bottled water industry is estimated to be
whopping Rs 1600 cr business
• Growing at the rate of 38-40% over last 4 years
Indian bottled water industry is fastest growing
in the world
• India is the tenth largest water bottled
consumer in the world
• Scarcity of clean water and poor quality of tap
water paves the way for growing demand of
bottled water

7. Supply analysis
• The city has for long been facing the
problem of unequal distribution of water,
with core areas receiving more water than
the fringe areas
• Many of the suburbs get an irregular supply
of water
• New residential areas donot have a regular
and safe supply of water
• All the above condition indicates that there
is considerable gap in demand and supply
of pure water

8. License Requirements
• BIS license
• Local Municipal Corporation – PMC
• FDA license by State Government
• Pollution Control Board
• MIDC permission

9. •
BIS specification
REQUIREMENTS TO BE COMPLIED WITH BY THE APPLICANT OF PACKAGED DRINKING WATER FOR GRANT OF BIS LICENCE
ACCORDING TO IS 14543:2004
• A. GENERAL REQUIREMENTS General requirements for grant of BIS Licence, please see BIS website
http://www.bis.org.in/
• B. PRODUCT SPECIFIC REQUIREMENTS
• (FOR PACKAGED DRINKING WATER)
• 1. List of Test Equipments, Glass wares & Chemicals See Annex A
• 2. List of BIS approved outside lab for the Product See Annex B
• Containers (including lids/caps)
• 3. Details of samples of the product/containers to be drawn during --- See Annex C
• BIS visits.
• 4. Acceptance of Marking Fee See Annex D
• 5. Acceptance of Scheme of Testing and Inspection (STI) --- See Annex E
• 6. Guidelines for assessment of Hygienic conditions with See Annex F
• Explanatory notes for guidance
• 7. List of Indian Standards which a Packaged Drinking Water Industry - See Annex G
• must have in original
• 8. Undertaking for getting the samples tested as per STI frequency from BIS approved/NABL accredited outside lab.
• 9. Consent letter from concerned outside lab for testing of sample (Ref. Sr. No. 8).
• 10. Copy of the appointment letter, qualification certificates for Chemist and Microbiologist
• 11. No Objection Certificate (NOC) from the concerned office of Central Ground Water Authority.
• 12. Detailed Manufacturing process indicating treatment for disinfection along with Process Flow Chart. Clause 3.2 of IS
14543:2004 specifies various processes for manufacturing Packaged Drinking Water for guidance only
• 13. Copies of Medical Examination Reports of the employees engaged in washing/filling of the product for any
communicable/skin diseases and fitness to work in a food industry.
• 14. Details about the arrangements of pest control treatment such as an agreement/contract with the agency. Also details of
Cleaning in Place (CIP)
• 15. Declaration of Shelf-life of the product separately for each type of container (e.g. 1littre, 2 litre, 20 litre etc.).
• 16. Undertaking Regarding clause 6 (Packing) of IS 14543:2004 and clause 7.2 of IS 14543:2004 (Labelling Prohibitions)
• 17. Obtain request letter from BIS for getting the sample tested for Radio Active Residues, from BARC before submitting the
application and test report received from BARC is to be submitted along with the application form.

10. Periodical Tests After BIS license
• Monthly tests
• Quarterly Raw water and Packing materials
testing
• Six monthly tests
• Pesticides Residue

11. POLLUTION CONTROL
• Suitable equipments to be provided to check harmful and
non permissible contents in effluent if any
• “No Objection Certificate” from the Municipal Corpoation
planned to be obtained
• Energy conservation
• Suitable measures should be adopted to use appropriate
amount of fuel and electricity. The promoters should
arrange periodic auditing of electrical consumption.
• Unnecessary operation of machines should be controlled to
avoid excess consumption of electricity.
• Natural ventilation in production premises may be made
available to avoid use of electric power during day hours.

12. Product Packaging
• Water Specifications
• Certificate mark of the ISI
• Expiry Date (Best Before Date)
• A brief intro of the company with address
• Website address of the company
• Brand Name
• Net Volume in Metric System
• Batch Number or Code Number

13. Marketing Plan

14. Target market
 Pune , Pimpri ,Chinchwad and suburb
 Sales will be through distributors and
direct consumption unit
 Direct consumption unit include
 Railway/Bus stations
 Grocery stores
 Pan shops
 Institutions/Corporate houses
 Hotels/ Restaurants/lodges

15. Positioning
• Quality
• Competitive Pricing
• Quick service

16. Players in the market
National Local
Kinley – Coca Cola Kate Aqua
Aquafina - PepsiCo Sumeru
Bailey – Parle agro Kelvino –Vasundhara foods
Oxyrich-Dhariwal Industries Saiganga
Bisleri-Bisleri Ltd. Real Aqua
Oxygen
Aviva

17. Market situation
Area Leader Leader’s market Other’s market
share % share %
(mini.share)
MG Road Oxyrich 20 18
Pune Station Oxyrich 25 16
Satara Road Aquafina 22 17
Kothrud Kinley 21 14
FC & JM Road Oxyrich 21 15
Peth Area Others 39 11
PCMC Oxyrich 17 11

18. Market situation
• Pune and suburbs emerging as a huge market
for packaged drinking water industry due to
Increased disposable income of people
Increased standard of living
Hot destination for IT industry
Home to three large industrial zones
Increased population of younger generation
who are more keen to drink packaged water
Real estate boom

19. Marketing Mix
• Product splash
• 20 L 1L

20. Marketing Mix
• Price: Penetration Pricing
Product Distributor Retailer
1L 6 Rs 10 Rs
20 L 170 or 20 Rs filling NA
• Place: Sales through end consumption unit
and distributors

21. Promotional Strategy
• Focus on mass awareness: pamphlets'
• Distribution of free samples at launch
• Selling at sports event
• Tie up with offices , colleges , institutions
• Banners mounted on trucks, distribution vans ,
canteens
• Participating in exhibitions
• Website for selling product online

22. Operational Plan

23. Location
• Within PMC limits
• Regular supply of tanker is available.
• Adequate power.
• Road network.
• PET preform material – available.
• Market access ensured.

24. Process of Manufacture
Raw Water
Water
Purification
Rinse – Fill - Cap
Labelling Packing

25. Process of Manufacture
• PROCESS FLOW : The plant has 5 components :
1] Bottle Blowing
2] Water Purification
3] Rinsing - Filling - Capping
4] Labeling and Heat Shrinking
5] Final Packing
• List of equipment suppliers

26. Purification Process
Raw Water Packaged Treatment Plant
Storage
Treated R O Treatment Plant
Water
Storage
Ozonization U V Disinfection

27. Purification Process
• Raw Water from Source
• Raw Water Storage – 2 days reqmt- 10000 Litres
• Raw Water Lifting Pump
• Sand Filter Packaged water
• Activated Carbon Filter treatment system
2500 L/Hr
• Base Exchange Softener
• Ultra Filtration System
• Reverse Osmosis System
• Storage of Treated Water
• Ozonization
• UV Disinfection System

28. RO System

29. Area Requirement
Sq. ft.
• Covered Area
– RM Storage Room 753.49
– Pumping and Generating Eqpt 968.78
– Water Processing plant 1937.57
– finished product packing 968.78
– Finished Product Storage Room 968.78
– Management Offices and Lab 699.67
– Parking 430.57
• Total Covered Area 6727.64
• Total Area including Expansion Plan – 7,534Sqfeet

30. RISK MONITORING
TYPES OF RISKS SOLUTIONS
1) ELECTRICITY PROPER EARTHING, REGULAR CHECK UP
POWER SUPPLY AVAILABILITY
SHORT CIRCUITING
2) WATER REGULAR MONITORING, ADHERING TO
GOVT RULES.
AVAILABILITY IN QUANTUM AND TIMING
WATER QUALITY

31. RISK MONITORING
TYPES OF RISKS SOLUTIONS
3) THEFT REGULAR CHECKS AND MONITORING
MATERIAL
INFORMATION
4) RELIABILITY OF DELIVERY INTEGRAL TRANSPORT & 3PL
5) UNEXPECTED BREAKDOWN CORRECT AND TIMELY CERTIFICATIONS
HIGH QUALIFY STANDARDS

32. Machinery & equipment Supplier
Sonalifabs
Watrion Water and Filter Engg. Pvt. Ltd.
71, Biren Roy Road (West)
1, Harsivan Apartment, Ground Floor
Kolkata – 700 061
(Behind Canara Bank)
Enviro Tech Utility,
West J.P.Road, Andheri (West)
32A, Main Patel Nagar Road,
P.B.No. 7372
Opposite Wings Show Room
Mumbai – 400 059
West Patel Nagar
New Delhi – 110 008
Rital Agencies
55 III Main Road, Gandhi Nagar,
Ion Exchange India Ltd.
Chennai – 600 020
Ticcon House
Dr. E.Houses Road,
Neel Hydro-Tech
Mahalaxmi,
Shop No. 3, Sr. No. 10, Karanjkar Indl. Est.,
Mumbai – 400 011
Nandedphata, Sinhgad Road,Pune, Maharashtra,
411030, INDIA
+919850586055,91-20-24476611
Alpha Engineering
158, Pocket E-20, Sector-II
Rohini, Delhi – 110 085

33. Financial Plan

34. Our Sincere thanks to
Vasundhara foods and
beverages, Altaf Ice Distributor
Thank You