In this interview, Angelo George, CEO, Bisleri International, tells Akanksha Nagar that premiumisation will be a key pivot of its growth strategy.
Edited excerpts:
Bisleri expects its premium brand Vedica to become a ₹100-crore brand soon. How premium can you go in a category like water?
Vedica Spring Water is a key thrust area for us in our premium play. It now comes with NSF certification and the company has introduced it in a luxury glass bottle at a price point of ₹350. It is available in all top restaurants and luxury hotel chains. We also have Vedica Himalayan Sparkling Water (priced at ₹175 for a 300-ml bottle) - this launch was timed in October last year to coincide with the festive season. Since its launch, we have seen encouraging signs with the brand now being placed at premium 5-star restaurants.
Bisleri Vedica has grown 2.5 times from the pre-pandemic years (2018-19 to FY22).
We are looking at scaling up its production and have set up a dedicated team focusing on driving sales, mainly targeting the HoReCa category (which contributes to about 50% of the total pie of Bisleri Vedica).
This is a healthy mix in terms of familiarising consumers with the product in HoReCa and then ensuring repeat purchases in trade.
هذه القصة مأخوذة من طبعة January 24, 2024 من Financial Express Mumbai.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك ? تسجيل الدخول
هذه القصة مأخوذة من طبعة January 24, 2024 من Financial Express Mumbai.
ابدأ النسخة التجريبية المجانية من Magzter GOLD لمدة 7 أيام للوصول إلى آلاف القصص المتميزة المنسقة وأكثر من 9,000 مجلة وصحيفة.
بالفعل مشترك? تسجيل الدخول
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