After establishing strong brand equity in the domestic market, Indian FMCG companies are now looking at introducing their home-grown mineral water brands in global markets. Tata Global Beverages (TGBL) is planning to take its natural mineral water brand ‘Himalayan’ to key markets across the globe. To start with, the company is in the process of marketing `Himalayan' through Starbucks channels in Singapore.
Incidentally, Tata Starbucks, the 50:50 joint venture between Starbucks Coffee Company and TGBL, has been working on this project since the beginning of this year.
Harish Bhat, managing director and CEO of TGBL, said, ''We certainly have plans to take Himalayan water to key markets across the globe. In Q1FY14, Himalayan water has grown by over 30% compared to the same quarter last year in domestic markets".
According to Pradeep Poddar, managing director and CEO of Mount Everest Mineral Water, a Tata Enterprise, Himalayan is currently marketed through Starbucks channels in Singapore. ''Himalayan would be sold in overseas markets in the near future,” he added.
At Starbucks stores, Himalayan has been priced at Singapore $3.2 (R240) for a half-litre bottle. Eventually, Starbucks plans to sell Himalayan through its nearly 18,000 stores worldwide.
Meanwhile, Bisleri International is also firming up its plans to introduce its flagship brand Bisleri in international markets for the first time. “We are planning to take our brand to global markets very soon. Our factories will start working anytime now in Bangladesh.We are starting with Bangla-desh,”said Ramesh Chauhan, chairman of Bisleri International.
After introducing its brand ‘Bailey’ in overseas markets last year, Parle Agro is planning to extend its global footprint in the next few months. At present, Bisleri leads the pack in the R8,000-crore bottled water market in India.
In domestic markets, NourishCo Beverages (NBL), the 50:50 joint venture between TGBL and PepsiCo India Holdings (PIH), handles the entire sales, marketing and distribution of Himalayan.
On Bisleri's global plans, Bisleri's Chauhan said,''After our entry into Bangladesh, we will look at international markets to sell our Bisleri brand.”
Recognising the growth potential of mineral water brands in overseas markets, Indian companies are now