If scaling up the pack size is intended to plug a gap in perception, Bisleri is also trying to create newer consumer segments by scaling down pack size as well. The cups are also expected to bring smaller towns within Bisleri's sales map. But individual consumers are only part of the strategy. Four years down the line, Bisleri expects almost 75 per cent of its volumes to come from bulk packs of 5 and 20 litre. The two currently account for less than 20 per cent of sales.
Most marketers agree on the potential of the bulk segment and expect it to grow fast.
Today 40 per cent of mineral water consumption happens on-premises which include eateries, homes and restaurants. Large shops and commercial complexes are fast emerging as strong potential for mineral water marketers and Bisleri wants to be first to establish itself there. Chauhan also wants to focus harder on this segment because the new global players are said to be strong in the retail segment and may take some time to strengthen their presence in the bulk market. Pepsi, for example, is targeting the youth in an extension of its core soft drink brand image. Pepsi begun by launching just one pack size of 750 ml.