Bisleri International director Anjana Ghosh announced the plan and said that work was underway, but did not give any details on where the first store will open or how many outlets are planned.
Ghosh said the plan was to provide consumers with Bisleri products ‘at the right price’ and also avoid losing out to rivals who are pushing their brands by giving bigger margins to shopkeepers.
“The inability of other branded water to create value for their brand has left them with no alternative but to buy out the retailer by giving him high margins,” she said.
“Every consumer asks for Bisleri but is given some other product perhaps where the retailer gets a better margin,” she added. “Water is an impulse purchase, hence consumer can’t wait and is cheated by the shopkeeper.”
Bisleri currently competes with PepsiCo’s Aquafina, Coca Cola’s Kinley and UB Group’s Kingfisher.
Separately Bisleri has announced planes to launch a fruit-flavoured water in India.
Source: Economic Times
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