Lewes, DE -- (SBWIRE) -- 02/17/2014 -- Water is the most essential element in our life. In its natural course, water flows and reaches society in a contaminated state. Hence, treated bottled water and water purifiers are the two important ways to maintain health and hygiene. This is especially true, in a world where almost 900 million people do not have access to clean drinking water. India has come a long way since the days when buying bottled water was considered a luxury expenditure. The overall bottled water industry in India is expected to reach USD 2,980 million by 2018.
The global bottled water market has seen an overwhelming increase of 40-45 percent in the last five years. The domestic market is segmented into three kinds of players, namely the national brands with a presence all over India, local brands manufactured by registered plants and unorganised local brands. The entry of new competitors at regular intervals has expanded the horizon of bottled water to include packaged drinking water, bottled mineral water, natural spring water and fortified water. The general trend for brand preference indicates that Bisleri is the clear market leader, followed by Kinley and Aquafina. An overall analysis of market attractiveness shows that the bargaining power of suppliers has remained low due to an increase in the cost of raw materials like caps, plastic, labels and cartons. With the environmental compatibility of plastic bottles being a serious issue, the cost of production is expected to rise. On the other hand, profit margins have been relatively high till now, attracting many local players into the business.
Simultaneously, the bargaining power of the buyers has remained moderate. The number of branded water suppliers is much lower than local suppliers and the trend shows that the hygiene conscious upper-middle class and upper-class, who happen to be the largest consumers of bottled water, prefer branded bottled water to local ones. The inconsistent and poor quality of water supplied by civic authorities has given the water purifier market a huge opportunity for constant growth. It is expected to reach USD 2,134 million by 2018. The water purifier segment in India is growing at a compounded annual growth rate (CAGR) of about 26 percent, largely driven by rising sales of low-cost variants generated by extreme shortage of drinking-water and diminishing water table. This has created a huge gap in the demand-supply of clean water, endangering normal life.
More than 85 percent of India’s freshwater resources are used for irrigation, 10 percent for industries and the rest is used for drinking. Severe shortages, salinity of water, lowering groundwater levels and low market-penetration have led to an increase in demand for water treatment products across the country. Thus, with all its latent potential, India is one of the most attractive sites for fresh investments, both in the bottled water and in the water purifier sectors.
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