Bisleri is now a 5 decade old brand which is named after Signore Felice Bisleri, the person who introduced the concept of bottled water to India in 1965. The brand name Bisleri is so popular in India that it is used as generic name for bottled water.
Felice Bisleri did not find the right method to market this product and thought to exit the Indian market.
Parle India bought Bisleri India Ltd. in 1969 with a vision of pioneering the business of bottled water in India.
Parle began to position Bisleri as pure and healthy. Bisleri’s first print ad campaign said “Bisleri is very very extraordinari”, which targeted audience who prefer safe drinking water.
The packaging of Bisleri shifted to plastic bottles from glass for better hygiene and transport.
Bisleri doubled its sales in 2006 when they changed the colour of bottles to green due to green earth concept.
A 20 litre jar was also introduced for family consumption. On an average, Bisleri sells 15 million bottles per day.
Company diversified the product by the concept of Mountain drinking water in 2006.
The company plans for expansion and has already entered Dubai market.
Growing trend on health awareness will amplify this business which is already 2.2 times of cold drink market.
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