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Bisleri in 250ml bottles
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Saturday, 29 April, 2006, 08 : 00 AM [IST]
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gship brand Bisleri in 250 ml bottles priced at Rs 5 within two weeks. According to Ramesh Chauhan, chairman of the company, "For the first time we are entering a whole new segment quarter litre (250ml) pack. Our objective is to cater to more needs at better price points. With the launch of the mini Bisleri, we want to target a wider audience, including people on the move." Incidentally, Parle Bisleri sold its 500 ml bottle at Rs 5 in the year 2002. The company is planning to set up six additional manufacturing facilities in Amritsar, Himachal Pradesh, Uttaranchal, Kanpur and Bangalore to support its new initiatives.
"For convenience sake, consumers prefer smaller packs that are available at affordable prices. After seeing the popularity of soft drinks in low-cost units, mineral water majors now want to replicate the same strategy. With the launch of low-cost units (250ml) in 2005, cola majors Pepsi and Coke had pumped up their volume by around 15%," according to industry analysts. This year the Rs 1,200-crore bottled water industry is expected to register a 25% growth as against 20% growth last year.
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