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.
Bu hikaye Financial Express Mumbai dergisinin January 24, 2024 sayısından alınmıştır.
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Bu hikaye Financial Express Mumbai dergisinin January 24, 2024 sayısından alınmıştır.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
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