Product details

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Abstract

Amidst increasing realisation of the fact that many people were dying because of water-borne diseases and many more were getting affected by water-borne diseases every year, Bisleri, the bottled water brand leader in India, decided to go in for a massive expansion plan that included opening new plants in smaller towns and entering the high-margin segments. The aim of such a move by the company was mainly to tap the fast-growing market for packaged water in India''s hinterlands. Branded bottled water had earlier been limited to urban areas. But the extension of modern trade to lower-tier towns as well as the increased public awareness warranted that a given company should be closer to its consumers. As people''s income kept on increasing with time, drinking water safety became a sheer concern for many. Bisleri''s expansion strategies in 2010 were reportedly triggered by this factor, which was being considered as expediency to earn profit as well as countering the ever-growing burden of waterborne diseases. Another major reason cited by Bisleri for its ambitious business plan was that it would help the company in saving costs. It remained to be seen whether this expansion move into the country''s hinterlands, perceived as a win-win-strategy, would really pay off in the long run.
Location:
Industry:
Other setting(s):
2009-2010

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Abstract

Amidst increasing realisation of the fact that many people were dying because of water-borne diseases and many more were getting affected by water-borne diseases every year, Bisleri, the bottled water brand leader in India, decided to go in for a massive expansion plan that included opening new plants in smaller towns and entering the high-margin segments. The aim of such a move by the company was mainly to tap the fast-growing market for packaged water in India''s hinterlands. Branded bottled water had earlier been limited to urban areas. But the extension of modern trade to lower-tier towns as well as the increased public awareness warranted that a given company should be closer to its consumers. As people''s income kept on increasing with time, drinking water safety became a sheer concern for many. Bisleri''s expansion strategies in 2010 were reportedly triggered by this factor, which was being considered as expediency to earn profit as well as countering the ever-growing burden of waterborne diseases. Another major reason cited by Bisleri for its ambitious business plan was that it would help the company in saving costs. It remained to be seen whether this expansion move into the country''s hinterlands, perceived as a win-win-strategy, would really pay off in the long run.

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Location:
Industry:
Other setting(s):
2009-2010

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