Top Story


Home >> Marketing >> Article

Pepsi eyeing at bulk water segment

Font Size   16
Pepsi eyeing at bulk water segment

PepsiCo India is now thirsting for more. To quench its thirst faster, PepsiCo India—in a volte face to its earlier decision—is believed to be eyeing the fast-growing bulk water segment in the country.

Interestingly, Pepsi has so far categorically ruled out entering the bulk water segment in India. The company has maintained that it will focus only on the retail segment with its bottled water brand Aquafina and was slowly and consistently building its brand.

According to industry sources a strategic decision to explore the growing bulk water segment has been taken recently by Pepsi and is currently believed to be working on the business model for this business.

Pepsi’s interest in the category is understood, given the action happening in the segment. The 20-litre bulk water packs—targeted at the institutional and the home segment is recording the highest growth, cornering about 40 per cent of the Rs 800-crore market.

Further, growth in the category has mainly been spurred by the entry of global soft drink major and Pepsi’s arch rival Coca-Cola India (CCI). CCI, to garner market share in this segment, went all out to either buy-out or tie-up with strategic partners in almost every metro and mini-metro, last year. The gameplan was to gulp down a mouthful of the 20-litre water jar segment, till recently dominated by regional players like Hello, Yes, Thermax and others.

Now what route will Pepsi take to facilitate future expansion of its brand in India remains to be seen. However, according to industry sources, the soft drinks major may also go with the contract manufacturing model, like what CCI has done.

The company is currently believed to be scouting for alliances though no final deals have been signed yet. PepsiCo worldwide is present in the bulk water segment in only two countries—the US and Mexico—through its bottled water brand Aquafina.

According to an industry analyst, the packaged water market currently estimated at Rs 800 crore is expected to grow to Rs 1,200 crore in the next two to three years. However, being a low-margin, high-volume category, it will take time before water starts making a substantial impact on the company’s total turnover in India.


Mayank Pareek, President, Passenger Vehicle Business Unit, Tata Motors, on their three-year association with IPL where they will promote their new model Tata Nexon

Vikas Sharan, shares Regalix's vision and mission, and how the company has progressed over the years since its inception in 2004 with the ever-evolving technologies

Larraine Criss on the launch of MainAd's flagship proprietary technology, Logico by partnering with Google and how they are going to expand in and explore the Indian market

Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

The publishing giant could not find an appropriate replacement for ex CEO, Vivek Khanna's position

Kranti Gada has been promoted as the Chief Operating Officer from that of Senior Vice President-New Business Development

In a letter, various employee associations of AIR and DD have requested the Government to explore the possibility of payment of salary directly from the I&B Ministry