Bisleri is on the path to greatness. The market leader in the Rs 8,000-crore domestic bottled water market has developed a new strategy with the goal of expanding its reach even further. Jayanti, the 38-year-old daughter of chairman Ramesh Chauhan, will lead the charge.

"Availability and price are two factors that I would tell my daughter to focus on," the senior Chauhan told. While we are price competitive, I believe that reach is more vital. Bisleri is still unavailable in a number of locations. The objective would be to make Bisleri widely available."

Chauhan stated that the focus would be on assisting consumers in switching from unbranded to branded products. "While many people drink Bisleri, there are many more who will settle for anything."

Jayanti, 38, who will lead Bisleri 2.0 as vice-chairman with the assistance of the company's expert management team, is already on the job. Bisleri International CEO Angelo George stated, "To meet the growing demand and expand our reach to more areas, we are enhancing the manufacturing capacity of our existing plants, co-packer, and franchisee networks."

Bisleri currently has 150 manufacturing units across the country, over 6,000 distributors, and is noted for its unusual green caps and labels as opposed to the standard blue colour of competitors such as Coca-Cola's Kinley and PepsiCo's Aquafina.

Of the 150 manufacturing plants, say industry sources, almost 13-15 units are owned by the company, while the rest are largely co-packing tie-ups to ensure production is close to consumption centres.