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Bottled water retail sales: Kinley closes in on Bisleri
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Tuesday, 28 April, 2009, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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The Ramesh Chauhan-owned Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina are in close race for the for the retail sales, according to a study done by market researcher A C Nielsen. Bisleri, however, claims it leads in the bulk segment, which contributes to over 50% of its sales.
Nielsen data shows Bisleri's retail share at 9.4%, closely followed by Kinley with a 9.1% share. PepsiCo's Aquafina, with an 8.6% share, is at No.3.
Nielsen tracks packaged water sales only for retail channels and not for the bulk segment, which follows the direct-to-home and direct-to-institution delivery model.
Coca-Cola had shifted focus from Kinley three to four years ago to driving soft drink sales, which had taken a hit in the wake of the pesticide controversy. But Kinley began turning in profits about two years ago, with the company splitting distribution channels for water and aerated drinks and renewing focus on multiple stock-keeping units and marketing. The highly fragmented packaged water segment is categorised by low margins, estimated to be a third of carbonated beverages. The retail packaged water segment is worth Rs 1,200-1,500 crore.
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