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Bisleri – Dominating the Packaged Drinking Water Industry

Bisleri, established in 1969 by Felice Bisleri, is India’s leading brand in the packaged drinking water industry. The company has become synonymous with purity, quality, and trust, offering a range of products catering to diverse consumer needs. This case study explores Bisleri’s journey, strategic initiatives, market dominance, challenges, and key success factors.

Bisleri – Dominating the Packaged Drinking Water Industry


Bisleri’s journey began with the vision of providing safe and hygienic drinking water to the masses. The brand quickly gained popularity for its commitment to quality and stringent purification processes. Over the years, Bisleri expanded its product portfolio to include various SKUs, catering to different consumer segments and occasions.

Key Strategies:

  1. Focus on Quality: Bisleri’s unwavering commitment to quality has been a cornerstone of its success. The brand adheres to stringent purification processes, ensuring that its products meet the highest safety and hygiene standards. This focus on quality has helped build trust and credibility among consumers.
  2. Product Diversification: Bisleri has diversified its product portfolio to cater to different consumer preferences and occasions. In addition to its flagship packaged drinking water, the company offers flavored water, natural mineral water, soda water, and functional beverages. This diversification has enabled Bisleri to capture a larger share of the beverage market.
  3. Distribution Network: Bisleri boasts an extensive distribution network, reaching both urban and rural areas across India. The company’s widespread presence ensures that its products are readily available to consumers, enhancing accessibility and convenience.
  4. Marketing and Branding: Bisleri’s marketing campaigns have played a crucial role in building brand awareness and recall. The brand’s iconic tagline “Play Safe with Bisleri” emphasizes its commitment to safety and purity. Celebrity endorsements, sponsorships, and innovative marketing initiatives have further strengthened Bisleri’s brand equity.



  1. Competition: The packaged drinking water industry in India is highly competitive, with numerous players vying for market share. Bisleri faces stiff competition from both domestic and international brands, requiring continuous innovation and differentiation to stay ahead.
  2. Regulatory Compliance: Compliance with regulatory standards and certifications is essential in the packaged drinking water industry. Bisleri must ensure adherence to food safety regulations, quality standards, and packaging requirements to maintain consumer trust and regulatory compliance.
  3. Sustainability: With increasing environmental concerns, sustainability has become a significant challenge for the bottled water industry. Bisleri faces scrutiny regarding its packaging materials, water sourcing practices, and recycling initiatives. The company must address these concerns to maintain its reputation as a responsible corporate citizen.

Results and Impact:

Bisleri’s relentless focus on quality, product innovation, and marketing excellence has propelled it to a dominant position in the packaged drinking water industry. The brand enjoys widespread recognition and consumer loyalty, commanding a significant market share despite intense competition. Bisleri’s success serves as a testament to its commitment to providing safe, hygienic, and accessible drinking water to consumers across India.

Bisleri’s journey from a humble beginning to a market leader in the packaged drinking water industry exemplifies the power of innovation, quality, and brand building. By staying true to its core values and continually adapting to evolving consumer preferences and market dynamics, Bisleri has carved a niche for itself in the beverage industry, setting the standard for purity and quality in packaged drinking water.

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