Bottled Water in India

PROSPECTS

Bottled water sales grow on the back of new product launches from PepsiCo and Coca-Cola

Bottled water has witnessed significant volume and value growth in India, as consumers increasingly look for clean and pure water. Additionally, millennials do not stay in a place for long time and prefer consuming bottled water rather than installing a water purifier everywhere.

Bottled water adoption rising in India due to apprehension over water supply quality and changing lifestyles

Consumers in India, especially in metro and tier I cities, are shifting from traditional sourcing of drinking tap water using water purifiers to 20-litre bulk bottles. This shift is driven by the limited supply of municipal drinking water and the large floating population in urban centres, who prefer purchasing bulk water than installing a water purifier.

Premium water players focus on metro cities due to rising disposable income and changing lifestyles

Bottled water players are introducing premium water brands in metro cities including Mumbai, Delhi-NCR, Bangalore, Hyderabad and Chennai, driven by rising disposable income and changing lifestyle in metro cities. People in these cities are brand conscious, sophisticated and prefer premium products.

COMPETITIVE LANDSCAPE

Bottled water arena is highly fragmented with only eight players having country-wide presence

Bottled water is highly fragmented in India with a large number of regional players present in one or two cities. Only eight key players have India-wide distribution: Bisleri, Coca-Cola India, PepsiCo India, Dharibal Group, Narang Beverages, Aquaguard, Himalayan and Kingfisher.

Functional water to witness maximum product launches

Sales of functional water are expected to grow, which is also likely to attract new companies to enter the marketplace. Until 2015, one player operated in the functional water segment.

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