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Bisleri

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Bisleri International Pvt. Ltd.
FormerlyParle Exports Pvt. Ltd.
Company typePrivate
IndustryBeverages
PredecessorParle Group
Founded1970s (1970s)
FounderRamesh Chauhan
Headquarters
Mumbai, Maharashtra
,
India
Area served
Worldwide
Key people
Ramesh Chauhan (Chairman)[1]
Zainab Chauhan (Director)
Jayanti Chauhan (Director)[2]
Angelo George (CEO)
ProductsMineral water
Carbonated drinks
Brands
Revenue₹1,500 crore (US$219.33 million)[7] (2018)
Websitewww.bisleri.com

Bisleri International (formerly Parle Exports and Parle Bisleri) is an Indian company which is best known for the eponymous brand of bottled water. The company was started in the 1970s by Ramesh Chauhan,[8] and sells bottled water and soft drinks.

Bisleri conducts its major businesses in India, with 135 operational plants and a network of 3,000 distributors & 5,000 distribution trucks.[9] Bisleri also distributes its products through its own e-commerce platform and other online retailers.[10]

History

Background

Bisleri was originally an Italian brand created by Felice Bisleri as an alcohol remedy drink.[11] In 1965, Italian doctor Cesari Rossi and Indian businessman Khushroo Suntook introduced Bisleri bottled water in India by setting up a factory in Thane.[12][13] It was initially sold only in luxury hotels and restaurants in Mumbai[12] in glass bottles in two varieties – bubbly and still. In 1969, the Jayantilal Chauhan family of Parle Group acquired the struggling Bisleri brand, which was looking to exit the Indian market, for ₹4 lakh (about US$50,000).[14][12]

Early years

In the 1970s, Jayantilal Chauhan split his soft drinks business between his two sons; Prakash Chauhan obtained control of Parle Agro, while Ramesh Chauhan received Parle Exports (now Bisleri International).[15]

In 1976, Parle Exports launched Maaza, a fruit drink made of mango pulp.[16] After the exit of The Coca-Cola Company from India in 1977, Parle Exports entered the carbonated drinks segment with the launch of cola drink Thums Up, lemon flavoured drink Limca and orange flavoured drink Gold Spot.[17]

To complement its soft drinks portfolio, Parle Exports launched mineral water and carbonated water in the retail market under the previously acquired Bisleri brand name. According to Chauhan, the Italian name "added a dash of class to it." The water was initially sold in PVC bottles, before the company switched to PET bottles in the mid-1980s.[14]

Divestments

The economic liberalisation in India in 1991 saw the return of The Coca-Cola Company in the country. In 1993, Parle Exports sold its carbonated drinks brands Thums Up, Limca, Gold Spot, Citra and RimZim to The Coca-Cola Company for between ₹125 crore (about US$40 million) and ₹200 crore (about US$60 million).[18][16] In addition, it sold Maaza trademark in the Indian market to The Coca-Cola Company.[19] The deal also included a 15-year non-compete clause, which prevented Parle Exports from launching competing carbonated drinks until 2008.[20]

Bisleri 250ml bottles with Telugu language labels

In 1998, Ramesh Chauhan sold Delhi Bottling Company and Coolaid, the bottling companies of the five carbonated drink brands, to The Coca-Cola Company.[21]

In 2000, Ramesh Chauhan announced that Bisleri, which was being operated by eight different companies from 16 manufacturing locations, would be consolidated under a single entity.[22] As a result, Bisleri International was incorporated in 2001.[23]

In 2006, the company sold the trademark of Maaza in European and US markets to Infra Beverages and House of Spice respectively for undisclosed amounts.[16]

Present

In 2010, Bisleri launched a premium bottled water brand called Vedica, with water sourced from a spring in the Himalayan foothills in Uttarakhand.[24] In 2016, Bisleri re-entered carbonated drinks segment with the creation of Bisleri Pop under which it launched four varieties of soft drinks – Limonata, Fonzo, Spyci and Pina Colada.[25]

In 2021, Bisleri launched its line of hand sanitizer products.[26]

References

  1. ^ "New CEO of Bisleri International tasked to take business to next level". The Economic Times. 2019-07-21. Retrieved 2019-12-01.
  2. ^ "Chip of the Old Block".
  3. ^ "Bisleri to take mineral water brand Vedica overseas". The Hindu Business Line. 1 August 2013. Retrieved 24 April 2022.
  4. ^ Pinto, Viveat Susan (10 March 2018). "Bisleri International to launch a fizzy mango drink called Fonzo in April". Business Standard India. Retrieved 24 April 2022.
  5. ^ "Bisleri enters carbonated soft drinks segment with Pop". The Hindu Business Line. 15 February 2016. Retrieved 24 April 2022.
  6. ^ Sikdar, Shubhomoy (12 February 2020). "Bisleri banking on new recipe but intense competition may make going tough". Business Standard India. Retrieved 24 April 2022.
  7. ^ "Thirsty for more: Bisleri eyes Rs 5,000 crore revenue by 2022, says director Anjana Ghosh". Moneycontrol. Retrieved 24 April 2022.
  8. ^ "Why Ramesh Chauhan is high on water". Business Today. Retrieved 4 February 2022.
  9. ^ "what makes us stand apart". www.bisleri.com. Retrieved 28 March 2020.
  10. ^ "Bisleri@Doorstep - Bisleri Products Online Shopping by Bisleri India". shop.bisleri.com. Retrieved 2020-10-20.
  11. ^ "Explained: How Ramesh Chauhan made a splash with Bisleri and his plans to sell to Tata". Firstpost. 28 November 2022. Retrieved 30 November 2022.
  12. ^ a b c "Making a splash: How Bisleri became synonymous with water in India". Deccan Herald. 24 November 2022. Retrieved 24 November 2022.
  13. ^ "Khushroo Suntook: Waving the baton". Mint. 4 August 2017. Retrieved 24 November 2022.
  14. ^ a b "And this is how Parle Bisleri began". Rediff. Retrieved 2020-04-04.
  15. ^ Balachandran, Manu (23 August 2017). "GST prompts India's iconic biscuit maker to look for a forgotten childhood favourite: toffees". Quartz. Retrieved 30 November 2022.
  16. ^ a b c Vijayraghavan, Kala. "Bisleri sells Maaza brand for global mkts to bottlers". The Economic Times. Retrieved 22 June 2022.
  17. ^ Kumari, Nishi (4 February 2017). "A Look at the Brand Journey from Biscuits to Bisleri". Entrepreneur. Retrieved 22 June 2022.
  18. ^ "Coca-Cola, Parle Exports alliance on verge of collapse as Coke annuls part of agreement". India Today. Retrieved 30 November 2022.
  19. ^ Singh, Namrata; Nair-Ghaswalla, Amrita. "Bisleri serves legal notice on Coca-Cola". The Times of India. Retrieved 22 June 2022.
  20. ^ "Ramesh Chauhan re-enters soft drinks market after 23 years". Business Standard India. 27 February 2016. Retrieved 22 June 2022.
  21. ^ "Chauhan Sells Delhi Bottling Units To Coke". Business Standard. Retrieved 30 November 2022.
  22. ^ "Chauhan consolidating Bisleri before offloading stake". Rediff. Retrieved 30 November 2022.
  23. ^ "Bisleri International Pvt Ltd". Bloomberg. Retrieved 4 February 2022.
  24. ^ Bhushan, Ratna (29 December 2009). "Bisleri: Thirst for premium drive". The Economic Times. Retrieved 24 November 2022.
  25. ^ "Bisleri International re-enters soft drinks business, launches 'Bisleri Pop'". The Economic Times. Retrieved 24 November 2022.
  26. ^ "Bisleri eyes hygiene segment, launches hand purifiers". Moneycontrol. Retrieved 24 April 2022.
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