Felice Bisleri: The Visionary Behind India's Most Trusted Water Brand
Felice Bisleri:?When people start copying you, it's a sign of success! The story of the water bottle company Bisleri is a perfect example of this.?Bisleri is currently the most popular water bottle brand across the country. Due to its huge success, many other companies have tried to copy its water bottles. So, when you buy a bottle of Bisleri, be careful. You might end up with Belsri, Bilseri, Brislei, or Bislaar instead of Bisleri. This is why Bisleri's tagline is:
¡®Har paani ki bottle Bisleri nahi hoti¡¯! (Not every bottle of water is Bisleri)
When travelling, many of us have asked a shopkeeper ¡°Bhaiya, Ek Bisleri Dena¡± when all we wanted was a bottle of water. Sometimes, we might have received another brand when asking for Bisleri. Have you ever wondered about Bisleri's success story? Holding a 60 per cent share in the water bottle industry and becoming synonymous with water, what led to its success? Here¡¯s everything you need to know about Bisleri - one of the most popular brands for bottled water.
The Beginning of Bisleri
Bisleri was founded by an Italian businessman, inventor, and chemist named Signor Felice Bisleri. Born on November 20, 1851, in Verolanuova, Felice initially developed Bisleri as an alcohol remedy made from cinchona, herbs, and iron salts.
After Felice Bisleri passed away on September 17, 1921, his family doctor and close friend Dr. Rossi took over the Bisleri company.
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The Man Behind Bisleri in India
Dr. Rossi had a close friend who was a lawyer and legal advisor for the Bisleri company. This friend¡¯s son, Khushroo Suntook, also a lawyer, played a key role in bringing Bisleri to India.
After India gained independence, there was a growing demand for new businesses. Rossi saw potential in the water business, despite the widespread availability of water. He realized the need for clean and mineral water and started working on his business plan, with support from Khushroo Suntook.
First Water Plant in Thane, Mumbai
Rossi's idea took off in 1965 when Khushroo Suntook established the first 'Bisleri Water Plant' in Thane, Mumbai. At that time, selling water in India seemed crazy, but Rossi and Suntook pressed on and began producing bottled water.
The drinking water quality in Mumbai was poor. While the poor and middle class managed, rich families and foreign tourists struggled. Bisleri's clean water was a boon for them, and Dr. Rossi was confident about the business¡¯s success.
From Five-Star Hotels to Common Homes
Bisleri entered the Indian market with mineral water and soda. Initially, these products were available only in five-star hotels and expensive restaurants. Rossi and Suntook knew they needed to reach the common people to succeed, so they gradually expanded their market.
In 1969, just four years after starting, Khushroo Suntook sold Bisleri to the 'Chauhan Brothers' of the 'Parle Company' for Rs 4 lakh.
Parle's Role in Bisleri¡¯s Success
Bisleri¡¯s growth surged after 1969 when Parle started producing various products, including beverages, soft drinks, and soda. The brand became famous across India and expanded overseas. They introduced soda in carbonated and non-carbonated categories, boosting mineral water production in India.
Bisleri's Popularity Over the Years
Bisleri introduced many products over the years, enhancing its popularity and customer base. In 2006, they changed their bottle labels from blue to green to stand out from competitors. Despite increasing competition, Bisleri holds a 60 per cent market share in packaged drinking water. The company uses marketing strategies to keep consumers satisfied and grow its customer base. Bisleri's drinking water is now found in public places like railway stations, bus stations, and roadside dhabas.
Consumer-Friendly Marketing Strategy
Bisleri has used various promotional activities, including TV ads, print ads, billboards, posters, and hoardings. Their first advertisement with the famous one-liner ¡®Biasleri is veri veri extraordinari¡¯ captured many consumers' attention. Campaigns like ¡®one nation, one water¡¯ and ¡®Har Pani ki bottle Bisleri Nahi¡¯ have given the brand great exposure.
Bisleri has dominated the Indian market for over two decades and has expanded overseas with 103 plants in India and neighbouring countries. The green-capped bottle is found in almost every store in India.
In 1969, the brand was acquired by the Parle Group, controlled by the Chauhan family. Jayantilal Chauhan bought the company for around Rs 4 lakh, and today, it is valued at around Rs 7,000 crore.
Bisleri¡¯s growth from 1969 to 2021 is remarkable. Its expanding customer base and ability to maintain its industry lead highlight the brand¡¯s success.
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