Bisleri was the first company to bottle and sell mineral water in India in the 1960s. Over the decades, Bisleri experienced strong growth and gained over 60% of the market share in bottled water. In the 2000s, large multinational companies like Coke and Pepsi entered the market. Bisleri realized it needed to reposition itself to compete against the new entrants. It launched a new "Play Safe" advertising campaign and changed its bottle color to green to try to attract customers and arrest its declining market share.

1. Reinventing Bisleri By:- Rahul Tiwari Rohit Mishra

9. Market Segment 11.00 1 ltr 10.00 750ml Aquafina Pepsi 5.00 500ml 3.50 330ml Bailley Parle Agro 12.00 1.2 ltr 5.00 500ml 3.00 250ml Bisleri Parle Bisleri Popular

10. ….Contd 85.00 1 ltr Evian Danone 90.00 750ml 55.00 330ml Perrier Nestle Premium 60.00 20 ltr Bisleri Parle Bisleri 25.00 5 ltr Bisleri Parle Bisleri Bulk 10.00 1 ltr Kinley Coca-cola

11. Market Share 7 11 Others 9 11 13 Yes 15 4 Aquafina 19 10 Kinley 10 17 23 Bailley 47 51 53 Bisleri June 2001 2001 2000 Brand

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