Sept 9, 2014: Bisleri International, one of the leading packaged drinking water firms has ventured into the energy drink market segment with product called URZZA.
It has been claimed by Ramesh Chauhan, the Chairman of the firm that URZZA is a delicious energy booster that will stimulate the mind and rejuvenate the body. The main highlight of the drink is that it does not contain caffeine. The energy drink is fortified with indispensable vitamins and is suitable for consumers of all age groups.
It has been revealed that the URZZA is developed internally in 2 years spending Rs 200 crores. The company hopes to create a tough competition in the energy drink market segment with URZZA.
Bisleri will be manufacturing its energy drink URZZA at seven different locations across Indian of which five are its own units and the other two are third party manufacturing units. The drink will be distributed to the consumers across the nation via its present network. Initially, the product will be launched in few cities and it will be made available pan India by the end of September.
The URZZA is claimed to be targeted at the youth segment and it would be priced at Rs 50 for the 250 ml can and 300 ml pet bottle. From the product, Bisleri is aiming to obtain an annual sales figure of 10 million cases with each case having 24 cans.
For now, Bisleri is trying to partner with the online grocery stores and with the organized retailers across the country to make their product available. Moreover, the firm has a strong network of 13 manufacturing plants, 16 franchises, 34 co-packers and a retail base of over 5 lakh outlets. Currently, the firm is enjoying over a 60 percent market share in the mineral water segment inIndiawith a sales volume of 1,000 million units per year. This rate is growing by 26 percent every year helping the firm is reach great heights. While this sales figure is only of the mineral water, Bisleri is also involved in the making of Vedica, a brand of mountain water and Bisleri Soda, a brand of carbonated water.
