Section 37
How Bisleri built bottled water after selling its soft drinks
When you cannot win one fight, can you put everything into another category?
- case
- Success
- years
- 1969-2023
- 122
- Operational plants · 2022
- 4,500
- Distributors · 2022
- 5,000
- Distribution trucks · 2022
- 01
The situation
In 1969 Parle Exports bought Bisleri from an Italian entrepreneur and began selling mineral water in India. The Chauhan family also owned popular soft-drink brands such as Thums Up, Limca, Citra and Gold Spot.
- 02
The decision
In 1993 the family sold Thums Up, Limca, Citra and Gold Spot to Coca-Cola; Ramesh Chauhan later said the franchise partners had given in to market forces. The family kept Bisleri and focused on bottled water.
- 03
The outcome
By 2022 Entrepreneur India described Bisleri as India's largest packaged water company, with 122 operational plants, 4,500 distributors and 5,000 distribution trucks. In 2022 Tata Consumer Products held talks to buy it, but in March 2023 Tata withdrew and Ramesh Chauhan said he had no plans to sell.