If things did not work out with Tata, Bisleri jumped alone to compete with Reliance, know what is Jayanti Chauhan’s plan

New Delhi: Bisleri International, the country’s largest packaged water company, has increased the temperature of the cola market amid rising heat in the country. The company expanded its carbonated beverages portfolio by introducing new flavors in its drinks. This can give tough competition to companies like Coca-Cola, Pepsi and Sprite. Mukesh Ambani’s company Reliance Industries bought Campa Cola from Pure Drinks Group. Now, with Bisleri expanding its portfolio, a price war may start in the cola market. Bisleri’s carbonated soft drink is available in bottles of 160 ml to 600 ml.

Bisleri said in a statement that the heat wave is increasing in the country and the demand for cold drinks is showing a boom. To take advantage of this opportunity, it has launched its drinks in the market in new flavors. Bisleri Company has launched Rev (REV), Pop (POP) and Spy Jeera (SPYCI JEERA). The company already sells carbonated drinks under the Limonata brand. The cold drink market is huge in the country. Right now it is dominated by international companies like Coca-Cola and PepsiCo. Recently Reliance has also entered in this.

Focus on Youth

Jayanti Chauhan, Vice Chairperson, Bisleri International Pvt Ltd said that the soft drinks have been launched taking forward the legacy of the company. These have been designed keeping in mind the youth and today’s generation. Considering the popularity of OTT platforms among the youth, the company has also launched a new campaign. Along with launching new products, the company is focusing on social media and digital media marketing. The company has also roped in some of the popular OTT celebrities to endorse its new products. For Pop, the company has roped in Saba Azad and Armaan Ralhan. Similarly, OTT actor Aashim Gulati has been selected for Rave. Similarly, Anjali Sivaraman has been made the face for Spicy Jeera.

Ramesh Chauhan, owner of Bisleri, had said last year that he was going to sell his company to the Tata group. He said that his daughter Jayanti Chauhan is not interested in business. But the deal with Tata could not be done. It is believed that the matter did not move forward due to valuations. After the deal with Tata was not done, Jayanti Chauhan herself took the responsibility and now she is expanding her business. Entry into the cold drinks market is also a part of this strategy.