Top Story


Home >> Media – Print >> Article

Coca-Cola India take over distribution to boost water sales

Font Size   16
Coca-Cola India take over distribution to boost water sales

Coca-Cola Co's Indian subsidiary has taken over the distribution network of two local companies' bottled water brands in a bid to increase the marketshare of its own Kinley label. The soft drink giant identified the two distributors as Thermax Culligan Water Technologies and Nuchem Weir.

Thermax supplies water in the western cities of Bombay and Pune, where the firm is based. Nuchem's brand is sold around the northern Indian city of Delhi, where that company is based.

Thermax and Nuchem will now use their plants to bottle 20-litre packs of Kinley, which Coke will supply to their existing customers, the Coke source said. He did not divulge further details of the arrangement.

Coke claims that it has about 12 per cent share of the bottled water market, now estimated to be worth Rs 600-1,000 crore in annual sales and growing at 25 per cent a year.

Thermax's brand accounts for 20 per cent of bulk sales, which comprise half the water market. Bulk sales refer to large containers of water supplied to offices and large institutions.

Many multinationals like PepsiCo, Nestle and Groupe Danone have entered the high-growth Indian water market in the face of slowing sales of their main products.

Coke's Kinley faces competition from Pepsi's Aquafina, Nestle's Pure Life and Bisleri, the biggest Indian brand which is owned by Parle Bisleri. French food giant, Danone is negotiating to buy a stake in Parle Bisleri.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...