Bisleri

History

Background

In 1966, Italian doctor Cesari Rossi and Indian businessman Khushroo Suntook introduced Bisleri bottled water in India by setting up a factory in Thane. It was named after an Italian alcohol remedy drink created by 19th century inventor Felice Bisleri. Bisleri was initially sold only in luxury hotels and restaurants in Mumbai in glass bottles in two varieties – bubbly and still. In 1969, the Jayantilal Chauhan family of Parle Group acquired the struggling Bisleri brand, which was looking to exit the Indian market, for 4 lakh (about 50,000 then).

Early years

In the 1970s, Jayantilal Chauhan split his soft drinks business between his two sons; Prakash Chauhan obtained control of Parle Agro, while Ramesh Chauhan received Parle Exports (now Bisleri International).

In 1976, Parle Exports launched Maaza, a fruit drink made of mango pulp. After the exit of The Coca-Cola Company from India in 1977, Parle Exports entered the carbonated drinks segment with the launch of cola drink Thums Up, lemon flavoured drink Limca and orange flavoured drink Gold Spot.

To complement its soft drinks portfolio, Parle Exports launched mineral water and carbonated water in the retail market under the previously acquired Bisleri brand name. According to Chauhan, the Italian name "added a dash of class to it." The water was initially sold in PVC bottles, before the company switched to PET bottles in the mid-1980s.

Divestments

The economic liberalisation in India in 1991 saw the return of The Coca-Cola Company in the country. In 1993, Parle Exports sold its carbonated drinks brands Thums Up, Limca, Gold Spot, Citra and RimZim to The Coca-Cola Company for between 125 crore (about 40 million) and 200 crore (about 60 million). The deal also included a 15-year non-compete clause, which prevented Parle Exports from launching competing carbonated drinks until 2008.

In 1998, Ramesh Chauhan sold Delhi Bottling Company and Coolaid, the bottling companies of the five carbonated drink brands, to The Coca-Cola Company.

In 2000, Ramesh Chauhan announced that Bisleri, which was being operated by eight different companies from 16 manufacturing locations, would be consolidated under a single entity. As a result, Bisleri International was incorporated in 2001.

In 2006, the company sold the trademark of Maaza in European and US markets to Infra Beverages and House of Spice respectively for undisclosed amounts.

Present

In 2010, Bisleri launched a premium bottled water brand called Vedica, with water sourced from a spring in the Himalayan foothills in Uttarakhand. In 2014, Bisleri introduced an energy drink brand called Urzza, before discontinuing the product three years later. In 2016, Bisleri re-entered carbonated drinks segment with the creation of Bisleri Pop under which it launched four varieties of soft drinks – Limonata, Fonzo, Spyci and Pina Colada.

In 2021, Bisleri launched its line of hand sanitizer products. In 2023, Bisleri expanded into the United Arab Emirates.

Partnerships

Bisleri is the "official hydration partner" of five teams of the Indian Super League (ISL) and five teams of the Indian Premier League (IPL).

Product and legacy

Bisleri has a 32% market share in the organized bottled water segment, in which it mainly competes with PepsiCo's Aquafina, The Coca-Cola Company's Kinley, Parle Agro's Bailley and IRCTC's Rail Neer. Bisleri is often used as a generic term for bottled water in India. Many knockoff brands of similar spelling and branding have emerged over the years.

References

References

1. (2019-07-21). "New CEO of Bisleri International tasked to take business to next level". The Economic Times.
2. "Chip of the Old Block". Business World.
3. (1 August 2013). "Bisleri to take mineral water brand Vedica overseas". The Hindu Business Line.
4. (12 February 2020). "Bisleri banking on new recipe but intense competition may make going tough". Business Standard India.
5. (30 May 2023). "Bisleri expands portfolio of carbonated beverages". mint.
6. (8 January 2025). "Bisleri Reports 82.8% Profit Surge To Rs 316.95 Crore In FY24". NDTV.
7. "Why Ramesh Chauhan is high on water". Business Today.
8. "Bisleri makes global foray, inks supply pact with Dubai firm". Economic Times.
9. (30 September 2011). "Bisleri's growing thirst for volumes". Business Standard.
10. (28 November 2022). "Explained: How Ramesh Chauhan made a splash with Bisleri and his plans to sell to Tata". Firstpost.
11. (24 November 2022). "Making a splash: How Bisleri became synonymous with water in India". Deccan Herald.
12. (4 August 2017). "Khushroo Suntook: Waving the baton". Mint.
13. "And this is how Parle Bisleri began".
14. (23 August 2017). "GST prompts India's iconic biscuit maker to look for a forgotten childhood favourite: toffees". Quartz.
15. "Bisleri sells Maaza brand for global mkts to bottlers". The Economic Times.
16. (4 February 2017). "A Look at the Brand Journey from Biscuits to Bisleri". Entrepreneur.
17. "Coca-Cola, Parle Exports alliance on verge of collapse as Coke annuls part of agreement". India Today.
18. "Bisleri serves legal notice on Coca-Cola". The Times of India.
19. (27 February 2016). "Ramesh Chauhan re-enters soft drinks market after 23 years". Business Standard India.
20. "Chauhan Sells Delhi Bottling Units To Coke". Business Standard.
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23. (29 December 2009). "Bisleri: Thirst for premium drive". The Economic Times.
24. (11 October 2017). "Bisleri withdraws Urzza, exits energy drinks segment". BusinessLine.
25. "Bisleri International re-enters soft drinks business, launches 'Bisleri Pop'". The Economic Times.
26. "Bisleri eyes hygiene segment, launches hand purifiers". Moneycontrol.
27. Jaffer, Askari. (11 Oct 2023). "Bisleri Continues Its #CarryYourGame Campaign With Five Indian Super League Teams".
28. (1 April 2024). "Bisleri partners with five IPL teams as official hydration partner". BusinessLine.
29. "The Journey Of Bisleri So Far - As It Reportedly Changes Hands From Parle Group To Tata Consumer Products". BQ Prime.
30. "Tata Group may acquire stake, in talks with Bisleri". DNA India.
31. "Belsri, Bislleri, Bilseri, Bisleri, Brislei". Forbes India.