INCREASING

CONSUMPTION OF
BOTTLED WATER

Roll No.s: PGP/01/002 & PGP/01/023

Jal hi Jeevan hai

People increasingly turning to bottled

water
Market is estimated to be around USD1
Billion
CAGR 15% for the past 3 yrsDemand : Past & Future
Year
Mn Cases
Per capita consumption is 1995-1996
500ml per8.5
1996-1997
11.5
year. For comparison US 111
liters.
1997-1998
15.5
1998-1999

20

1999-2000

26

2000-2001

33

2001-2002

44.5

2002-2003

55.6

2003-2004

68.15

Possible reasons

Problems in getting access to safe

drinking water
Liberalization
Health concerns
Travel and Tourism
Market segments depending on quantity,
quality and cost
Rising Income levels, Standards of living
Schools and Offices

Future

Continued growth. CAGR ~22% predicted for the

next 3 years
More Market consolidation for big players in Tier 1
cities; Travel and Tourism (60% of market is
controlled by 5 companies)
Growth in Premium Water Brands (15% Market
Share Currently)
More number of small but Organized players in Tier
2, Tier 3 cities due to local networking capabilities
Rural Markets (Karnataka Water ATMs Rs. 1 per 10
ltr)

Challenges

Low entry barriers (New players,

unorganized sector, Counterfeits)
Government regulations and tax
(currently 3 ltr of water used for
producing 1 ltr. Tax is paid for 1 ltr
Government is proposing for 3 ltr)
Increasing use of water purifiers

References

Packaged Bottled water Market in India

2013-2018, report published by
valuenotes.biz, a market research
company.
Challenges for bottled water in India
published in www.bottledwaterindia.org
Central Ground water board,
www.cgwb.gov.in
NDTV news article: At Karnatakas water
ATMs; Radhika Iyer Sep 4, 2013