Market Demand and Market Potential in Packaged Water Industry in India
Packaged water or Bottled water industry, colloquially called, the mineral water industry, is a symbol of new life style emerging in India. Use of mineral water has gradually increased in India due so widespread shortage of pure hygienic potable water. While a large segment of the population is struggling to get access to potable water supply, a new generation - especially in the urban areas - is getting accustomed to bottled water. Drinking water supplies in many parts of India are intermittent. Transmission and distribution networks for water are generally old and badly maintained, and as a result, are deteriorating. India is one of the biggest and most attractive water markets in the world. It is considered the 10th largest packaged water consumer country in the world. The boom time for Indian bottled water industry is to continue- more so because the economics are sound, the bottom line is fat and the Indian government hardly cares for what happens to the nation's water resources. Corporate control over water and water distribution in India is growing rapidly from being confined to the uppermost echelons of society, packaged water has now become a commonplace commodity and almost a necessity in metros. After witnessing historic growth in recent years, it has become a Rs 3,000-Crore industry, one that is slated to only post healthy growth rates to become a Rs 10,000-crore business in a short span of time. The market in India has grown tremendously over past decade and is said to have a humongous growth rate of 38% per annum as against an international growth rate of 7.5%. Market experts observe that there are more than 1800 water brands in India, of which are most are local or regional brands which are often classified as unorganized sector. The key brands in the organised sector include Bisleri (Parle), Kinley (Coca-Cola), Oxyrich (Manikchand), Aquafina (Pepsi Foods), etc. In this...
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