Coca-Cola India plans to introduce Kinley, its bottled water brand, in 200-ml cups priced at Rs 3 each this season.
Coca-Cola intends to tap restaurants and hotels, caterers, transport channels such as buses and trains, and social occasions such as weddings and parties for pushing Kinley in cups. The soft drink major foresees Kinley cups as occupying the top end of the pouches water market.
Apart from Bisleri, few other brands have bottled water in cups of 250 ml and 200 ml, but the presence of most brands in this pack size has been limited.
According to ORG data for the month ended March 2002, Kinley''s market-share in the Rs 1,000-crore bottled water market is 29.8 per cent, followed by PepsiCo India''s Aquafina with an 11.5 per cent share. While Bisleri''s share has slipped, it remains the market leader with a 37.6 per cent share.
Coke has identified bottled water as among its big ideas for growth, and is working towards taking Kinley to market leadership by the year-end.
Coca-Cola plans to double the bottling capacity for Kinley this year, in addition to its 15 existing plants. Coca-Cola has identified 10-15 sites for additional plants for water this calendar year, and these will be a combination of company-owned plants, franchisee operations and contract packers.
Source: Business Line