Case of Indian bottled water market: Its genesis, growth and prospects

Indians currently spend about $330m a year on bottled water, analysts estimate. The packaged water market constitutes 15 percent ofthe overall packaged beverage industry, which has annualsalesof at least $2.6bn. The bottled water market in India, sellingan estimated million bottles a day, makes the bottled water market a mere 6% of the total bottled drinks (non-hard/non carbonated] market in India. The bottled water market is growing at a phenomenal 25–30% ayear. This case of Indian bottled water market embarks to bring forth the overall growth patterns of industry in coming years, assessing in real terms the multiple player fragmented nature of industry. The authors have given historical account of genesis of bottled water industry in India its growth, profitability, entry of MNC's in Indian market and the competition from other alternatives to getting pure water and the restriction of packages to already existing general purpose package; also dealt with in the case are other issues directly affecting the expansion of the market in India, and its future growth prospects. The case thus provides a panorama of core issues affecting the evolving trajectory of Indian bottled water market, as may be seen from the stand point of itsprojection in future.