Its chairman Ramesh Chauhan is in talks to sell the 82-year-old Bisleri water company to Tata for around Rs 7,000 crore. And as per the agreement, the current management will lead Bisleri for two years.
Bizleri International Chairman Ramesh Chauhan is now selling Bizleri after nearly 30 years after selling soft drink brands like Thumbs Up, Cold Spot and Limca to Coca-Cola.
“While selling Bisleri is still a “painful” decision, the Tata Group will continue to grow and take care of it. There is trust in them,” says Chouhan, president of Bisleri.
At the age of 82, Ramesh Chauhan sells Bisleri. Chouhan said that the main reason was that since he had no successor, he had no one to take on the task of further expanding his Bisleri brand. It is said that his daughter Jayanthi is not interested in this side of the business.
Notably, Bisleri International owns premium packaged water brands – Vetica, Limonata, Fonzo and Bisleri Soda.
In the late 90s, to create different advertisements and stand out among the growing competition, it took on a 360-degree brand campaign with the slogan “There is just one Bisleri” and stood out as a tough challenge to other companies. The company also used television to communicate the product philosophy and reinforce the message that Bisleri is “pure and safe”. Thus special attention was paid to creating multiple channels and reaching as many consumers as possible.
Bisleri was next, faced with a critical problem. Forgeries sprung up in the name of Bisleri. As a solution to this in 2017, Bisleri went for every locale with 14 different languages on its packaging. The brand introduced labels in regional languages across India to help them connect with locals in different markets and identify and communicate their brand in languages they understand. This helped consumers identify the genuine Bisleri bottle and avoid buying the fake brand. In 2019, an ad featuring camels drinking Bisleri water went viral.
With time Bisleri changed its branding and entered the digital space and polished the brand on social media platforms.
Basically drinking water has become a perishable commodity. In this case, how Tata Group is going to take forward the credibility of Bisleri, a strong brand that represents clean and safe drinking water in India, and what plans it has for it will be known in the future.
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