1. By- Rajeev Sharma
MBA (2011-2013)
DoMS, IIT Roorkee
Mapping the market for Packaged
water and Packaged fruit juice in India

2. Agenda
 Executive summary
 Part A- Packaged Water Industry
-Introduction
-Market growth, major players, share, competition scenario
-Product and pricing, market map (price VS. quality)
-Industry competitiveness (internal and external)
-opportunities and future outlook
 Part B- Packaged Juice Industry
-Introduction
-Market growth, major players, share, competition scenario
-Product and pricing, market map (availability VS. fruit content)
-Industry competitiveness (internal and external)
-opportunities and future outlook

3. Executive summary
Packaged water and Juice are still a urban concept to the Indian consumers, the
industries are in their growth stage, with the new advancement in packaging
technology, introduction of new variants and entry of foreign players, this
industry is booming. The industries have shown a growth trend with CAGR of
15%-25% in last few years.
This report attempts to study the following-
MARKET STUDY- Packaged water and packaged juice in terms of major
players, market size, growth, share of players, segmentations and positioning of
products available.
MARKET MAPPING- To identify the relationship between different variables
pertaining to the product category and to identify the market gap and
opportunities for new entrants or existing players to extend their product line.
SWOT Analysis and competitor analysis in porter’s 5 forces framework

4. Packaged Water industry
PART 1
Perceived as new oil industry by 2025- Economic times

5. Introduction
Bottled water industry, colloquially called, the mineral
water industry, is a symbol of new life style emerging in
India.
Large segment of the population is struggling to get access
to safe potable water supply, a new generation - especially
in the urban areas - is getting accustomed to bottled water
paying handsome prices.
 Artesian well water, daab water, mineral water, mountain
water, spring water, tap water are some of variants

6. Market Growth
 To grow to Rs 10,000
crore by end of 2013.
 Growing at a CAGR of
19%, is expected to
continue its growth
momentum and grow over
four-folds to Rs 36,000
crore by 2020.
CAGR- compounded annual growth
rate

7. 0
20
40
60
West leads-
Segmentation by
Region
Segment
ation by
Region 4000cr
2400cr
.
1600cr
.
Market dominated by
national brands
National brands
Local recognized brands
unrecognized local brands
There are more than 2500 brands in
this category and local unrecognized
accounts for 3/4th of the total brands% Contr.
Urban 75%
Rural 25%
Largely urban centric

8. Market Share by recognized brands
Market leader-Parle-Bisleri
Followers - Coca-cola’s Kinley
& Pepsi’s aquafina.
Challengers-
 Parle Agro’s- Bailley
 Kingfisher
 Oxyrich
 Mc dowell’s no.1
and others.
Niche's-
Himalaya, Rail neer, Aava
36%
25%
15%
6%
18%
Parle Bisleri holds the major
share
Bisleri Kinley
Aquafina Bailley
Rest

9. Major Players
9
Other Players
 Mohan Meakin
 Mysore Breweries
 United Breweries
 NDOB
 Mt Everest
 Golden
 Hello
 Dadi Group
 S M Foods
 Group Denone
Parle Bisleri
Kothari Beverages

10. More than 200 recognized brands….
10
Bailley
Stream
Golden Eagle
Penguin
Yes
Oasis
Kristal
Trupthi
Peppy Minerelli
Bisleri
Kingfisher
Pure Life
Kinley
Perrier
Aquafina
Evian
Golden Valley Stream
Himalayan
Pondicherry
Jaldhara
Ferra Relle

11. Packaging and Pricing
Packaging Market Pricing (in
Rupees)
20 liters 60-75
5 liters 30-35 (Bisleri)
2 liters 20
1 liter 10-15
500 ml 5-8
330ml 5
250 ml (cup) 3

12. Market Map for packaged water
High quality
Basic quality
Lowprice
HighPrice
Local brands
Bisleri’s (>5ltr
jars)
Functional
& luxury
water
Bottle in
size<1ltr

13. SWOT analysis
STRENGTHS
More health, hygienic consciousness
Strong supply chain & logistics.
Low entry barriers.
Rise of tier 2, tier3 & rural areas.
Changing demographics and consumer
behavior
Huge untapped market
WEAKNESS
Low capital intensive industry attracts new
entrants.
Low quality standards of unrecognized
players- leading to low confidence in
industry
OPPORTUNITIES
Increasing income of middle class families,
tourism
Rise in demand of big water jars in office and
office spaces.
Increasing Organization of retail stores.
Emergence of value added waters
Differentiated packaging and variants.
THREATS
Intense competition from local
manufacturers.
 Government regulations and pricing policies
Environment concerns
Increasing sales of water purifiers.

14. What is fueling this Industry growth?
Increased On-the-go behaviourHigher disposable income Importance of Hygiene
Affordable Price PointsIncreased Availability
7 Lakh  9 Lakh outlets

15. Industry competitiveness through PORTER’s 5
Forces model
THREAT OF NEW ENTRANT
BUYER’S POWER
SUPPLIER’S POWER
THREAT OF SUBSITUTES
MODERAT
E
LOW
HIGH
HIGH
INDUSTRY
HIGH
RIVALRY

16. Opportunities and future outlook
 Vitamin/ Mineral fortified
 Added fibre/ performance
enhancing ingredients
 Beauty ingredients
 Strengthen immune
system/ treat specific
diseases
 For diabetics
Functional WatersFlavored Water
 Fruit flavoured
 Natural Flavours
 Sugar Free
Differentiated Packaging
 Premium Packaging
 Appearance changing
 More eco-friendly

17. Packaged Juice industry
Part 2
Gaining acceptance in India- The Hindu

18. Introduction
 The fruit based beverages category is one of the fastest
growing category, and is growing at a CAGR of 30% on the
last decade.
 Industry valued at around INR1500 cr., and expected to
increase by CAGR of 15% over next 3 years.
 Dabur, pepsico, coco-cola are largest market share holders

19. Divided into 3 subcategories-
Categor
y
Fruit
content
Market
share
Exampl
es
Fruit
drinks
30% 60% Frooti,
maaza
Fruit
juice
100% 30% Real
active
Nectar
drinks
25-90% 10% Real
cranberr
y

20. Market Growth
Time period Market growth
1990-91-1996-97 40.3%
1996-97 – 2001-
02
16.1%
2001-02 – 2006-
07
10.3%
2004-05 – 2009-
10
9.0%
2009-10 – 2014-
15
8.0%
5.3 bn
2004-05
7.4bn
2009-10
10.90
2014-
15
Demand in billion Rs. for fruit
juices and concentrates
8%
7%
20%
65%
Share by
segmentation
North
East
West
Source- ministry of food processing
industry

21. Market Share by branded products
 Dabur leads the market with it Real
juice brands
and enjoy a share of 50%
 Pepsico’s Tropicana brand is the
challenger in packaged fruit juice
category with 37% share.
 Coco cola’s minute maid, parle
, delmonte, godrej are some of the
other players in the market
Note-this juice category is different from RTD
(ready to drink)category which has brands
like frooty, slice, maaza
50%
37%
5%
8%
Sales
Dabur Pepsico
coca cola others

22. Availability vs. fruit content
More Availability
Less availability
HighFruit
content
Lowfruit
content

23. The 3 Ps
 Product- there are around 14 variants available in market
with different fruit flavors
 Packaging- Dabur recently launched 125ml real junior
pack.
most preferred pack are 200ml , 1 ltr.
 Price- Rs. 10-15 for 200ml pck, and Rs 80-90 for 1 ltr

24. SWOT analysis
STRENGTHS
More health, hygienic
consciousness
Low entry barriers.
Rise of tier 2, tier3 & rural areas.
Changing demographics and
consumer behavior
Huge untapped market
WEAKNESS
Low capital intensive industry
attracts new entrants.
Low quality standards of
unrecognized players- leading to
low confidence in industry
Demand is seasonal dependent
OPPORTUNITIES
Increasing Organization of retail
stores.
Differentiated packaging and
variants.
Healthy proposition
Unique offerings
Wider option- from single fruit to
mixed fruit.
Product extension- sachets of fruit
powder.
THREATS
Intense competition from local
manufacturers.
 Government regulations and pricing
policies
Uninterrupted logistics and supply of
raw material.
Local juice vendors.

25. Industry competitiveness through
PORTER’s5 Forces model
THREAT OF NEW
ENTRANT
BUYER’S POWER
SUPPLIER’S POWER
THREAT OF
SUBSITUTES
MODERAT
E
HIGH
Moderate
HIGH
INDUSTRY
HIGH
RIVALRY

26. Unbounded opportunities
 Shift towards 100% juice from concentrated juices.
 Healthy proposition- eg-fiber enriched, no sugar.
 Unique offerings- eg- dryfruit apple juice.
 Wider option- from single fruit to mixed fruit.
 Product extension- sachets of fruit powder.

27. THANK YOU