INTRODUCTION
Water forms an essential part of every human being. Since it is a
human necessity it makes best sense to do business in. As a normal human
being requires an average of 2-3 liters of water everyday and world
population is more than one billion (growing at 2-3% annually) the business
opportunity is enormous and the potential is largely untapped.
The bottled water industry is estimated to be a whopping `. 1600
crores business. It has grown at a rate of 38-40% annually over the past four
years. Initially bottled water brands like the French manufactured Damone
were promoted at clubs, fitness centers, cinemas, department stores, malls,
ice-cream parlors, cafes and retail sports outlets, besides restaurants, hotels
and supermarkets with a price tag of ` 70/- for 1 liter bottle. Other brands
later began pitching for the larger middle class and lower middle class
markets