JAYANTI CHAUHAN

Bets Big On Bisleri With Tech, Sports & Gen Z

- SHRABONA GHOSH

Bisleri is deepening its presence in districts that have high per capita income and is tapping the potential of the travel clusters. Furthermore, we have moved towards a dark store model, and our quick commerce business is performing quite well, says Jayanti Khan Chauhan, vice chairperson, Bisleri International. In 50 years, Bisleri traversed the world, from a spring in Italy named Angelica to the remotest homes of India. Through these years, the brand has become synonymous with bottled drinking water in the country. Despite the presence of a huge number of small and local manufacturers, the bottled water industry in India is controlled by multinational corporations and Bisleri commands the largest market share in the sector.

Ramesh Chauhan, also known as the Cola man of India, took the bold step of introducing the bottled mineral water to the Indian market, at a time when buying it was unheard of. Parle Exports bought Bisleri from an Italian entrepreneur in 1969 and began to sell mineral water in India. “My father launched some of the most iconic beverage brands along the way. Stepping into such big shoes, I have my work cut out: Taking Bisleri through the next 50 years and more of unfettered growth. The vision for our team is a brand with a rich heritage that has sustained its connection over generations,” said Jayanti Khan Chauhan, vice chairperson, Bisleri International.

In the beverage category, brands must stay flexible to meet the evolving tastes and needs of the consumers and therefore from packaging to distribution, advertising, everything has to evolve based on the changing requirements of the industry.

LEADING THE WAY IN INNOVATION