Eureka Forbes to enter packaged drinking water market

11 Jul 2011 Evaluate

Eureka Forbes, water purification appliances-maker is foraying into the packaged water segment and will roll out the bottled water product through the 'franchise' route on a pan-India basis by next year. Each franchisee will invest Rs 1.5-2 crore in a state-of-the-art purification and bottling set-up.

The company plans to sell the product with the brand name 'AquaSure', in 20-litre and one-liter bottles, but has not disclosed the prices. Aquaguard and AquaSure’s existing customer base of over 10 million users will be the captive audience for bottled water launch. Currently, the bottled water segment is estimated to be worth Rs 3,000 crore, growing at an annual rate of 25%, and is dominated by Parle group's Bisleri, Manickchand group's Oxyrich, Tata Group's Himalayan, UB Group's Kingfisher, Pepsico's Aquafina and Coca-Cola's Kinley.

Eureka Forbes has already set up franchised operations for packaged drinking water in Andhra Pradesh and plans to enter Andhra Pradesh, Maharashtra, Tamil Nadu and Gujarat in a phased manner in the next four to six months. The company’s focus will be South India, Maharashtra and Gujarat markets that constitute almost 65-70% of the bottled water market.      The company is eyeing 14% growth in revenue in the current fiscal from Rs 1,450 crore last year on the back of its planned expansion in the air purification segment.

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