Vertical labeling is a lot easier on flat-sleeved packages and allows label information to be visible from both ends of the bottle. Chauhan aims to do this by targeting the market for soft drinks. The water business will grow at the cost of soft drinks and overtake carbonated drink market in the next three years. This looks possible on paper. The business of pure bottled water is worth Rs 500 crore selling over 500 million litre a year.
Soft drinks sell over a billion litres a year.
Taking a compounded annual growth rate of 40 per cent for water, the volume gap between the two certainly has the potential to narrow significantly. Chauhan says this last problem will be addressed when his ad campaign goes on air. Ambience, Bisleri's agency, is on the job. Chauhan is confident that if easily available, bottled pure water can definitely replace soft drinks as a thirst quencher. If Bisleri can bridge those gaps, that's more than half the battle won.