By Akansha Srivastava

Yesterday the market was abuzz with the news of Bisleri being sold for Rs 7,000 crore to Tata Consumers and the latter’s stock jumped by 3%. However, the 82-year-old pioneer, Ramesh Chauhan, of the Indian packaged water business denied that the deal has been finalised with Tata Consumer Products.

In a regulatory filing, the Tata Group firm also said that it is in discussion with Bisleri International, for the growth and expansion of the business of the company, but the deal hasn’t been finalised yet.

While it is not yet decided which company can carry forward the brand legacy and actually grow it, there are already several hurdles that the new owner will have to cross to keep Bisleri alive and running.

Make sustainability an important brand pillar for Bisleri

According to Kiran Khalap, Author, MD and Co-Founder of Chlorophyll, there is no escape from the global megatrend of sustainability. “The new owner would have to explore more sustainable packaging or other forms of delivery,” he said. 

Purified bottled water is mostly sold in plastic bottles. As more and more consumers are becoming aware of the ills of plastic usage, they are avoiding it as much as they can.  

Globally, every year, over one million seabirds, fishes and mammals die due to plastic pollution. According to a report by Drink Optimum, the annual global demand for plastic water bottles consumes the energy equivalent of about 160 million barrels of oil. “This is up to 2,000 times the energy required to produce the equivalent volume of tap water,” the report reads. 

To position themselves as sustainable, brands like Rolls Royce are selling honey and Johnnie Walker has come up with paper bottles, added Khalap. 

Another senior advertising professional told BestMediaInfo.com that every new initiative should demonstrate that all efforts are in that direction.

The First Insight report from earlier this year states that nearly 90% of Gen X consumers are willing to spend an extra 10% or more for sustainable products, compared to just over 34% two years ago.

Read full story https://bestmediainfo.com/2022/11/here-s-what-lies-ahead-for-the-new-owner-of-bisleri