As part of a brand makeover, the company would be changing its brand colour to aqua green.
Bisleri International Pvt Ltd on Wednesday announced that it had earmarked an investment of Rs 100 crore for its foray into the packaged natural water category. The company is also going in for a brand makeover and would be changing its brand colour to aqua green from the present blue that Bisleri is associated with.
"We will make an initial investment of Rs 100 crore that will include Rs 30 crore in two new natural water plants in Himachal Pradesh and Uttaranchal and Rs 60 crore for advertising the new identity and product. The rest will go for other infrastructure developments," said Mr Ramesh Chauhan, Chairman, Bisleri International Pvt Ltd.
He said that while the plant in Himachal Pradesh was already operational, the one in Uttaranchal would start operations by end of this year. "We are also scouting for four more locations from where we look to source natural water. These are in South and West India but nothing has yet been finalised," Mr Chauhan said.
He said the natural water segment, which accounts for about 5 per cent of the total bottled water segment, is expected to grow significantly. "In the next two years, we have set a target of selling 10 million cases of mountain water, which would translate to roughly Rs 200 crore," he added.
On the reason for going in for an image makeover, Mr Chauhan said, "You will find all the bottled water in India in blue packaging. As leader, we want to differentiate ourselves and hence have adopted this aqua green colour." Bisleri's mineral water packaging will also sport the new colours.
The company also launched its new `Natural Mountain Water', marking its entry into the natural spring water category.
The product is being made available in six sizes and a litre would cost around Rs 20, as it is specifically marked as a premium product.
The company, which has 23 bottled water plants across the country, is eyeing a turnover of Rs 300 crore this year, as against last year's Rs 220 crore.