Summer Internship Report For BISLERI URZZA

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INSTITUTE OF TECHNOLOGY AND SCIENCE
A
SUMMER INTERNSHIP REPORT
ON
“To Study The Impact Of Bisleri Urzza Energy Drink Ad Campaigning”
( Placement of 20Ltrs of Jar in corporates )
Bisleri
Submitted in partial fulfillment of the requirements for the
Two Year Full Time Post Graduate Diploma in Management
Submittedto:-
Mr. MUKESH AGARWAL
Mr. SANJEEV SINGH
Submittedby:-
SANKALP KATIYAR
Enrolment No - 2014055
PGDM- (2014-2016)

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CERTIFICATE
This is to certify that Mr. SANKALP KATIYAR PGDM (2014-16 Batch) a student of Institute
of Technology and Science has undertaken the project on “To Study The Impact Of Bisleri
Urzza Energy Drink Ad Campaigning”. The project has been carried out by the student in
partial fulfillment of the requirements for the award of PGDM, under my guidance and
supervision for a duration of 8 weeks, from 1st May to 26th June 2015.
During his/her tenure with us, we found him ……………….
We wish him/ her all the very best for future endeavours
Mr. Mukesh Agarwal
(Sr. Sales Manager)

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ACKNOWLEDGEMENT
Project work is never the work of an individual. It is more a combination of ideas,
suggestions, contributions and work involving many individuals, the Text Books, Internet,
Periodicals and Journals etc. Moreover, without the help and support of my project guides
this mission would have been far from accomplished. Their valuable advice and guidance
and mentoring at each stage of the project development is fundamental to the project’s
success. Understanding the needs and nuance was an enriching experience indeed.
Sometimes words fall short to show gratitude, the same happened with me during this
project. The immense help and support received from Feeders Bisleri group overwhelmed
me during the project.
I am deeply indebted to Mr. Arpit Bansal- Sales Executive for his constant support and
guidance throughout the project. He has been a tremendous source of inspiration to me. I
am also thankful to Mr. Vishu Dhiman, Senior executive & all Bisleri Team for his support
& guidance. And I would also be thankful to my internal mentor Dr. A P Tripathi for his
support & guidance.
SANKALP KATIYAR
PGDM- (2014-16)

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ABSTRACT
TITLE:-
The title of the internship project is To Study The Impact Of Bisleri Urzza Energy Drink
Ad Campaigning. The project was to find out the consumer awareness of BISLERI URZZA
in a survey conducted in Uttar Pradesh (East), Uttar Pradesh (West) and Delhi NCR. The
study has been carried out to find out the awareness, market share, availability, demand in
the following region and lot other answer to the question which would surely help to
understand the Marketing process of Bisleri URZZA. Also, the project includes company
profile describing its vision, mission, products, SWOT analysis, and its competitors in the
market.

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CONTENTS
S.No TITTLE PAGE NO.
1. Executive Summary 6
2. Introduction to the Industry 7
3. Company Profile 12
4. Types of Beverages and energy drinks 18
5. Swot Analysis of Urzza 57
6. Objective of the Study 59
7. Research Methodology 60
8. Data Analysis and Interpretation 63
9. Findings 71
10. Recommendations & Suggestions 72
11. Limitations 73
12. Conclusions 74
13. References 75
14. Annexure 77

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Executive summary:
The two month internship project with Bisleri Corporation gave me a platform to research and
analysis of the marketing strategies and business growth of the company in the field of bottled
mineral water of one of the prominent brands in Indian market.
In the first stage of the study we attempt to deeply understand the marketing strategies that are
followed in Bisleri corporate sales where we noticed that people out there are very self motivated
and aggressive as far as the product is concerned, since they are dealing with the legacy of a
renowned brand therefore they are strict with the core values of the organization. Their
marketing strategies include health as the USP since Bisleri is known for their healthy mineral
components.
In the second stage of the study we visited to the Admins of associated organization in NOIDA
region. We collected data on the basis of the questionnaire that we prepared from these Admins
and for our understanding we tried to communicate with almost all of them about the facts as to
what is the brand image in the market and what they have to say about the business relations with
Bisleri corporate sales.
In the third stage I was given a research to do on the new product of Bisleri which was Urzza. It
is a new segment in which Bisleri is dealing. Basically Urzza is a energy drink which comes with
non caffeinated element. My task was to do the understanding of the product that how many
consumer are liking this new product and what are their feedback for the product, will it be a
successful in the market or not.

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INTRODUCTION
It is the tenth largest bottled water consumer in the world. In 2002, the industry had an estimated
turnover of Rs.10 billion (Rs.1, 000 crores). Today it is one of India's fastest growing industrial
sectors. Between 2004 and 2009, the Indian bottled water market grew at a compound annual
growth rate (CAGR) of 25 per cent - the highest in the world.
With over a thousand bottled water producers, the Indian bottled water industry is big by even
international standards. There are more than 200 brands, nearly 80 per cent of which are local.
Most of the small-scale producers sell non-branded products and serve small markets. In fact,
making bottled water is today a cottage industry in the country. Leave alone the metros, where a
bottled-water manufacturer can be found even in a one-room shop, in every medium and small
city and even some prosperous rural areas there are bottled water manufacturers.
Despite the large number of small producers, this industry is dominated by the big players - Parle
Bisleri, Coca-Cola, PepsiCo, Parle Agro, Mohan Meakins, SKN Breweries and so on. Parle was
the first major Indian company to enter the bottled water market in the country when it
introduced Bisleri in India 25 years ago.
The rise of the Indian bottled water industry began with the economic liberalization process in
1991. The market was virtually stagnant until 1991, when the demand for bottled water was less
than two million cases a year.
Bottled water is sold in a variety of packages: pouches and glasses 500 ml bottles, one-liter
bottles and even 20 L. The formal bottled water business in India can be divided broadly into

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three segments in terms of cost: premium natural mineral water, natural mineral water and
packaged drinking water.
Premium natural mineral water includes brands such as Evian, San Pellegrino and Perrier, which
are imported and priced between Rs.80 and Rs.110 a litre. Natural mineral water, with brands
such as Himalayan and Vedica, is priced around Rs.40 to Rs. 60 a liter. Packaged drinking
water, which is nothing but treated water, is the biggest segment and includes brands such as
Parle Bisleri, Coca-Cola's Kinley and PepsiCo's Aquafina. They are priced in the range of Rs.18-
20 a liter.
Consumption of bottled water in India is linked to the level of prosperity in the different regions.
The western region accounts for 40 per cent of the market and the eastern region just 10.
However, the bottling plants are concentrated in the southern region - of the approximately 1,200
bottling water plants in India, 600 are in Tamil Nadu. This is a major problem because southern
India, especially TamilNadu, is water starved.
The cost of a bottle, along with the cap and the carton, is the single biggest cost - between
Rs.2.50 and Rs.3.75 for a one-liter bottle. For water sold in big plastic jars (20 liters), which are
also reused, or in pouches, this cost is much lower. It is precisely owing to this that companies
sell water at even Re.1 a liter in a 20 liter jar and still make profits. Labour and establishment
and marketing costs are highly variable and depend on the location and size of companies.
Informal discussions with industry members reveal that the gross profit of this industry can be as
much as between 25 and 50 per cent.
The reason that companies do not have to bear the cost of the main raw material - water - has
made this industry highly profitable. But the real cost of the industry is huge. The cost of fast-
depleting groundwater is incalculable and so is the cost of disposal of plastic bottles and
pouches. These are hidden costs that society and the environment pay and will pay in the future.
The sale of bottled water is therefore not environmentally sound by any stretch of the
imagination.

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Several small players have entered the market in India to capitalize the craze, with no check on
them. There has hardly been an involvement of any statutory body in defining specific standards.
The bureau of Indian standards has got involved in the process, in September 2000, the
government of India has made mandatory for all bottled water companies to get an ISI mark,
including imported water bottles like Evian and Perrier
The BIS has formulated separate standards for packaged drinking water and packaged natural
mineral water. These are a list of stringent norms and regulations dealing with the Standard Mark
(ISI) — hygiene, treatment, microbiological and chemical testing, packing and marking and
labeling which must be followed during the manufacturing and packaging process.
The BIS Packaged Drinking Water Specifications state clearly the standard to follow — drinking
water (which) means water from any potable source, including public drinking water supply
systems under IS 10500 (Indian Standard for drinking water).
Energy drinks are widely consumed by adolescents as these claim to improve performance,
endurance and alertness. Looking at the contents in the energy drinks and their benefits, the
industry may like to relook at what the consumers really need.
Increased urbanisation, rising disposable income and growing health consciousness among the
Indian youth has increased the demand for non-carbonated drinks called energy drinks. At the
same time long and erratic working hours and the increasing occurrence of social gatherings are
driving Indian consumers towards consumption of energy drinks which are primarily classified
as non-alcoholic, caffeinated beverages and sports drinks. Over the past few years, the sale of
energy drinks has been driven by changing consumer lifestyle and increasing demand for alcohol
mixers.
The market size of energy drinks in India is estimated at about Rs 700 crore, growing 20-25%
year-on-year. The carbonated drinks market is close to Rs 6,000 crore and is growing by 10-12%
annually, says a report. According to Euromonitor International, with changing lifestyles and
increasing paucity of time, urban consumers are relying on energy drinks to cope up with fast
paced lifestyles. Most of them would continue to use energy drinks to boost stamina and energy

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levels. However, it noted that the high price of energy drinks would restrict its growth in tier II
and tier III cities.
Sharing his thoughts on the market trends for energy drinks in India, Dr H Prathap Kumar
Shetty, Associate Professor and Head, Department of Food Science and Technology,
Pondicherry University, Puducherry, said, “India is one of the fastest developing consumer
markets, especially for a product targeted towards the young and as well as young adults, mostly
belonging to upper middle class. They are ready to try new products as well as ready to spend
some quick buck on so-called energy boosting products. Energy drinks are one of those category
of products which has entered Indian market in the recent past and penetrated the shelves much
faster than products like soft drinks and got accepted by the population even in small towns very
quickly.”
“The energy drinks market in India is at a nascent stage and it has huge potential for growth.
There are many players in the market including Vedantika Herbals,” added Narayan Limbasiya,
Director, Vedantika Herbals, a herbal health products manufacturer and supplier from Rajkot.
Currently the energy drinks market in India is dominated by multinationals with brands like Red
Bull GmbH leading the market having off-trade value share of 69% during 2013. The other
players in this space include Coca-Cola, PepsiCo, Monster Beverage, Spitz KG, Krungsiam
Beverage (all multinationals), JK Ansell, K G Functional Beverages, Hector Beverages, Heinz
India, Bisleri, Vedantika Herbals, Dabur, Goldwin Healthcare and XXX Energy Drinks (local).
Euromonitor observed that although Red Bull remained the leader in terms of value share, it has
been losing share to other late entrants including Monster and KS.
Amway, a global player in health and nutrition space, too entered the Indian energy drinks
market in 2008 by launching XL Energy Drinks but withdrew from the market after struggling to
make its presence felt among consumers in 2012. Red Bull continued to enjoy the first mover
advantage (entered in 2002) and long established presence across the country.
Looking at the growth in this niche space, many young entrepreneurs are venturing by launching
new range of products targeting young Indian teenagers. In 2012 and 2013, JK Ansell (Raymond
Group Company), Monster Energy Drink, and K G Functional Beverages introduced new range

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of products to tap the double-digit growth in energy drinks market. To add to this trend this year
two companies - Bisleri International and Poorav Group - have introduced their energy drink
brands in India.
Kolkata-based Poorav group, by partnering with Krungsiam Beverage Company, one of
Thailand's largest energy and fruit drinks companies, has launched its energy drink Commando
in India in April this year. The product is made available at Rs 85 per 250 ml. The company
claims Commando contains 45 gms of caffeine against other energy drinks that normally contain
80 gms of caffeine per 250 ml. To make up for the lower caffeine level, it added 'lysine' — an
amino acid produced in human bodies that acts as a catalyst for metabolism — to achieve a
similar impact. The company is looking at a sales target of 1.2 lakh cans per day and to achieve
this it is setting up a factory near Kolkata, with a capacity to produce 12 lakh cans of
Commando.
A few months later, Bisleri International, a company that pioneered the concept of mineral water
in India, announced its foray into the energy drink segment with launch of Urzza in the first
week of September. It would be available in 250 ml cans and 300 ml PET bottles priced at Rs 50
each. Positioned as a liquid charger, Urzza is the first energy drink to be available in PET bottles
in India. The company noted that Urzza does not contain caffeine but it is fortified with essential
vitamins that help tired ones to bounce back with energy fit for all age group. The company,
eyeing at a sales revenue of Rs 1,000 crore by 2015, has spent two years and put in a total
investment of Rs 200 crore for developing and manufacturing Urzza. It will be manufactured at
seven locations in the country, five at Bisleri’s own units and two at third party manufacturer,
and distribute it through its existing network strength of over five lakh outlets.
Urzza would be rolled out nationally, targeting major metros, mini-metros, towns and rural
markets. The product would be available in general and modern trade outlets, corporate and
college canteens, multiplexes, airports, bars, clubs, restaurants, mom-and-pop stores, grocery
stores, etc. The company has also planned an extensive 360-degree marketing campaign,
involving television, print, digital and outdoor media, which kicked-off during mid-September.
Ramesh Chauhan, chairman, Bisleri International, said “We are looking forward to sell 10
million cases in the next 12 months, contributing 10% of the company’s sales.”

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BISLERI - COMPANY PROFILE
BISLERI was bought from the Italian company, Felice Bisleri, in 1969… and then the journey
began. But the company had been unable to market bottled water and wanted to exit the market –
they did not see any potential for the product at that time.
As a soft drinks company, it had Thumps Up, Gold Spot and Limca (cola, orange drink and
lemonade) but no soft drink company was complete without a soda. So it merely used the name
and launched Bisleri soda with two variants -- carbonated and non-carbonated mineral water.
Bisleri has also entered in the new segment which is energy drink. The name of its energy drink
is Urzza with a punch line the liquid charger. It comes with two packs one is in PET bottle and
other one is in the form of CAN. But the best part of this energy drink is that it has no a caffeine
in it.
But three decades ago, what could one say about a category that had no market they didn't know
their target group. Then, since bottled water is colorless, tasteless and odour? Less, it was not an
easy product to advertise.
Thus, the earlier brand building efforts focused on Bisleri being healthy with adequate minerals.
The Italian name added a dash of class to it. The first print ad campaign captured the
international and showed a butler with a bow tie, holding two bottles of Bisleri.
The punch line was, "Bisleri is very very extraordinary" (the spelling of the punch line was
designed to capture the consumer's attention). The campaign was successful and bisleri was
being noticed as someone who catered to the need for safe, healthy drinking water.
However, the real boost to mineral water came in the early-to-mid-1980s when it switched to
PVC packaging and later to PET bottles. The PET packaging did not just ensure better
transparency – it could now show sparkling clear water to the consumers. It also meant better life
for the water.

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Meanwhile, Bisleri soda was doing well but it had to discontinue production as it sold its soft
drink brands to Coca-Cola in 1993. But Mr. Chuahan’s interest was in building brands and not in
bottling soft drinks. That's when he started to concentrate on developing the Bisleri water brand.
There was a clear opportunity of building a market for bottled water. The quality of water
available in the country was bad. It was similar to what Europe faced before World War II. The
quality of water in Europe was extremely poor, which created the bottled water industry there. In
India, too, not only was water scarce, whatever was available was of bad quality.
Initially, though bottled water was something only foreigners and non-resident Indians
consumed, it still had to increase the distribution, which meant the dealer margins reduced. And
because of limited sales, the dealer margin had to be kept high to compensate low sales. Now it
had to push sales.
Though the brand building of Bisleri started in a small way in 1994-1995, it was only in the
years 1999-2000 that the efforts really bore fruit. Mr.Chauhan claimed that Bisleri grew by 80
per cent in 1998 -1999 and by 150 % in 2005. "After 2006, we hope to do 400 per cent". Mr.
Chauhan never anticipated that Bisleri would be this big a success. He feels that the launch of the
half-litre (500ml) bottle was the beginning of a dramatic rise in volumes and business prospects.
. The introduction of a comfortable-to-carry 500-ml bottle for just Rs. 5 not only answered the
need, but also meant doing away with carrying the excess water or throwing it away if you were
to buy a one-litre bottle.
The idea was a success and gave the company a growth of 400 per cent. They also introduced the
1.2 litre bottle in 2000, which was aimed at those who share their water. This also gave bisleri
the advantage of higher margins that a crate (12 bottles) generated.
With other brands joining the fray, things were hooting up -- the bottled-water market was
estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per cent a year. Bisleri had
captured 40 per cent of the market.
Bisleri realized it was time to move to the next level -- the bulk segment. Several commercial
establishments had no access to piped water. It tapped into this segment by introducing the 12-

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litre container, followed by the 20-litre can. The bulk segment also helped bring down the price
per litre from Rs 10-12 a litre to about Rs 3 a litre.
At present, the bulk segment constitutes 60 to 70 % of our sales and we intend to increase it to 80
% in the next two years. With water scarcity in several cities, even households are demanding
bottled water now.
The home pack was made more user-friendly by introducing pouring spouts and jars with
dispensers. At the same time, it was constantly looking for new ways to tap the market. They
noticed that during wedding receptions, the older guests (above 50 years of age) generally stayed
away from ice cream, soft drinks and so on.
Hence, they introduced free sampling of Bisleri at the tables where the elderly guests would sit.
Soon customers were ordering bottled water on special occasions. Currently, the consumption of
bottled water is far in excess of soft drinks on such occasions.
The other major challenge was distribution. It still has the mindset of a soft drink seller. Soft
drink sales are in glass bottles and the distribution model is built around picking up empty bottles
and getting them back to the factory. That's not the case with the retail bottled water packs
(below 2 litre). But a product that's not available where it's needed is useless.
The number of outlets where Bisleri is available has increased from 50,000 in 1995 to 2, 00,000
at present. But that is not enough -- we need to keep looking for different avenues. Take
stationery shops and chemists, for instance. They don't keep soft drinks but sell Bisleri. That is
the kind of exclusivity Bisleri look for to get ahead of the distribution network that soft drink
companies talk of.
MISSION STATEMENT:
“To provide the highest quality product, keeping in mind all aspect including freshness, purity
and safety and making it easy available to the consumer at very affordable price.”
HISTORY

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The origin of BISLERI lies in Italy and the brand owes its name to its founder MR.FELICE
BISLERI, an Italian entrepreneur. In 1967, BISLERI set up a plant in Bombay for bottling and
marketing actual mineral water, which did not quite work. By 1969, BISLERI wanted to exit the
business and to help him out the Chauhan’s bought the brand, intending to turn it into a soda
brand. Since then it has come a long way. Now, it owns a large percentage of shares in the Indian
market and also it has its presence in International Water Market.
JOURNEY OF BISLERI:
1969: Buys BISLERI bottled water from an Italian company, Felice Bisleri. It was bottled in
glass bottles then.
Early-1980s: Shifts to PVC (Poly Vinyl Chloride) bottles. Sales surge
Mid-1980s: Switches to PET bottles, which meant more transparency and life for water.
1993: Sells carbonated drink brands like Thumps Up, Gold Spot and Limca to Coca-Cola for Rs.
400 crore.
1995: BISLERI launches a 500 ml bottle and sales shoot up by 400 per cent.
2000: Introduces the 20-litre container to bring prices down from Rs. 10 a litre to Rs. 2 a litre.
1998: Introduces a tamper-proof and tamper-evident seal.
2000: BIS cancels BISLERI'S license of water bottling in Delhi since some of the bottles did not
carry ISI label; the license is restored one-and-a-half months later.
2002: KINLEY overtakes BISLERI. The national retail stores audit by ORG-MARG show
Kinsley’s market share at 35.1 per cent compared to BISLERI’S 34.4 per cent.
2003: BISLERI says it plans to venture out into Europe and America to sell bottled water.
2006: the Bisleri brand was extended to mineral water with Bisleri Mountain Water.

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PRODUCTS:
Production
• Parle Bisleri Ltd operates a network of 55 plants spread across the country. This ensures an
extensive reach for the company’s products. The company reportedly has plans to increase
production capacity
• Parle Bisleri’s latest product, Bisleri Mountain Water, is bottled in two plants in Uttarakhand
(formerly Uttaranchal) and Himachal Pradesh. The company plans to invest Rs100 million to
increase the new brand’s manufacturing and distribution capacity.
Bisleri with added Minerals:
Bisleri Mineral Water contains minerals such as magnesium sulphate and potassium bicarbonate
which are essential minerals for healthy living. They not only maintain the pH balance of the
body but also help in keeping you fit and energetic at all times.
Bisleri Mountain Water: Bisleri Natural Mountain emanates from a natural spring, located in
Uttaranchal and Himachal nestled in the vast Shivalik Mountain ranges. Lauded as today's
'fountain of youth', Bisleri Natural Mountain Water resonates with the energy and vibrancy
capable of taking you back to nature. Bisleri Natural Water is bottled in its two plants in
Uttaranchal and Himachal Pradesh and is available in six different pack sizes of 250ml, 500ml, 1
litre, 1.5 litre, 2 litre and 5 litres & 20 litres.

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OVERVIEW OF THE INDUSTRY
Now around 100 companies sell an estimated 424 million litres of bottled water valued at around
Rs. 200 crore in the country annually. The tradition of bottled water and mineral water is not
very old. Even in western countries the practice of bottled drinking water started in 1950s. The
trend of having mineral water gained grounds in the market. Since ancient time people have used
water from mineral springs, especially hot springs, for bathing due to its
Supposed therapeutic value for rheumatism, arthritis, skin diseases, and various other ailments.
Depending on the temperature of the water, the location, the altitude, and the climate at the
spring, it can be used to cure different ailments. This started the trend of using mineral water for
drinking purpose to exploit the therapeutic value of the water. This trend started gaining
momentum in mid 1970s and since then large quantities of bottled water from mineral springs in
France and other European The concept of bottled has been quite prevalent in western countries
due to greater health consciousness and higher awareness about health and hygiene countries are
exported every year.
In India, with exposure of media and exposure to international life styles, deteriorating levels of
potable water, increase in a number of water borne cases, increase in awareness about health and
hygiene and other related factors led to acceptability of concept of mineral water. The market has
not looked back ever since then and has grown leaps and bounds to such an extent that a number
of genuine as well as fly-by -night operators have entered it to milk it.
In 1967 Bisleri set up a bottling plant for manufacturing and marketing its mineral water but
failed. The brand was later sold off to Parle in 1968-69. Mineral water market had its seeding as
early as 1968-69 when Parle Group acquired the Bisleri brand from Bisleri of Italy for launching
Soda water but later launched bottled water also. The launch at that time was a big flop as
concept of buying water that too in bottled form was not accepted by the Indian public. The
market remained dormant for quite long (for a period of 20 years or so). The market throughout
this period was formed only by the premium products that too available through. star hotels. In
early 1990s with onset of liberalization policy by the Indian government, coming in of cola
majors, sell off of local soft drink brands of Campa, Thumps up, Gold Spot etc by Parle to Coke
and other factors led Bisleri to test waters again. Bisleri re-launched its bottled water in 1994. By
this time with exposure of media and exposure to international life styles, deteriorating levels of
potable water, increase in a number of water borne cases, increase in awareness about health and
hygiene and other related factors led to acceptability of concept of mineral water. The market has
not looked back ever since then and has grown leaps and bounds to such an extent that a number
of genuine as well as fly-by -night operators have entered it to milk it.

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Types of Beverages
Your body can tell you it’s time to drink, but it can’t tell you what to drink. That’s up to you.
That’s why it’s important to learn how different beverages fit into your lifestyle.
While all beverages hydrate, some also provide important nutrients your body needs. Some relax
you. Some energize you. Some simply satisfy your natural taste for sweetness – with calories or
without. Some help you perform your best. And some can even help you manage health
concerns. Any beverage can be part of a weight-maintenance diet. For many people who enjoy
sweetened coffee drinks, soft drinks and other beverages with calories, this requires using good
judgment when it comes to how much (portion size) and how often these beverages are
consumed. Fortunately for those who watch their weight, there is also a wide variety of low-
calorie thirst-quenching beverages, including waters, teas, coffee, and diet soft drinks.
Learn more about the types of beverages to help you incorporate a variety of beverages into your
diet while balancing hydration, nutrition and lifestyle needs.
o Water
 Bottled Water:
The U.S. Food and Drug Administration (FDA) describes bottled water as water that is intended
for human consumption and that is sealed in bottles or other containers with no added
ingredients, except that it may contain a safe and suitable antimicrobial agent. Fluoride may also
be added within the limits set by the FDA.
Spring Water:
Water that comes from an underground formation from which water flows naturally to the
surface of the earth. Spring water must be collected only at the spring or through a borehole
tapping the underground formation feeding the spring.
Purified Water:
Water that has been processed using methods such as distillation, deionization, reverse osmosis
or other suitable processes to meet the criteria for purified water.
Mineral Water:
Water containing no less than 250 parts per million (ppm) total dissolved solids. Mineral water is
distinguished from other types of bottled water by its constant level and relative proportions of
mineral and trace elements at the point it emerges directly from the source.

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Well Water:
Water from a hole bored or drilled into the ground, which taps into an aquifer (an underground
layer of rock or sand that naturally contains water).
Artesian Water:
Water originating from a well that taps a confined aquifer in which the water level stands at
some height above the top of the aquifer.
Tap Water:
Water that comes directly from a community water utility to your faucet or tap.
Sparkling BottledWater:
Water that after treatment, and possible replacement with carbon dioxide, contains the same
amount of carbon dioxide that it had when initially emerging from the source. Sparkling bottled
waters may also be flavored, using natural or artificial flavors.
Tonic Water:
Carbonated water flavored with quinine and a sweetener like sugar, high fructose corn syrup or
low-calorie sweetener. Quinine, from the bark of the cinchona tree, is used as the base flavor in
most bitters.
FlavoredWater Beverage:
Flavored, non-carbonated beverages that are very lightly flavored and sweetened with low- and
no-calorie sweeteners. They may also contain additional ingredients. Close
o Milk and Dairy-basedBeverages
 Milk is available in many varieties, including whole milk, 2% milk, 1% milk, skim milk,
flavored, powered, lactose-free, evaporated, condensed, and buttermilk.
Milk is an excellent source of calcium and good source of other essential nutrients, including
vitamin D, potassium, vitamin B12, riboflavin, phosphorus and protein.
An 240 mL glass of milk contains 300 mg of calcium, or about one-third of the daily
recommended calcium intake for adults under the age of 50. In the U.S., cow’s milk is uniformly
fortified with vitamin D to a level of 25% of the Daily Value per 240 mL serving.
The fat content of milk significantly affects its caloric level. In the U.S., whole milk provides
about 144 calories and 8-9 grams of fat per 240 mL serving. The same size serving of 2% milk
contains about half as much fat (about 5 grams) and 120 calories per 240 mL serving. Skim milk
is virtually fat-free and contains about 88 calories per 240 mL serving. Close
o Soy-basedBeverages

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 Many soy-based beverages contain an array of nutrients including protein, carbohydrates,
potassium, B vitamins, iron, phosphorus and trace amounts of sodium and magnesium. Many are
also fortified with nutrients, most commonly vitamin A, calcium and vitamin D, while some also
have added riboflavin, zinc and vitamin B12. Soy contains fairly high levels of phytochemicals
including isoflavones and phytosterols. Close
o 100%Juice
 The Dietary Guidelines recommend Americans consume nine servings (about 1 liter) of fruits
and vegetables a day. Fruit and vegetable juices can count toward your intake, as long as the
majority of fruit and vegetable servings come from whole foods.
Most 100% juices are a natural source of potassium, folate and antioxidants, including vitamin C
and beta-carotene. Many fruit and vegetable juices are also a source of phytochemicals,
substances found in plants that may have health-protective effects. And, because juices are
derived from fruit, they naturally contain fructose, a simple sugar found in fruit that provides
carbohydrates and calories (energy).
Juices are available in many varieties including fresh-squeezed, pulp-free, home-squeezed, not-
from-concentrate, concentrate, flavor blends, fortified, and those that contain functional
ingredients, such as plant sterols. Close
o Juice Drinks
 Juice drinks contain fruit juice, but at levels less than 100%. Some contain 50% fruit juice or
more, while others contain 5% or less. Manufacturers are required to label the percent of real
fruit juice in the product.
The nutrient content of juice drinks depends on how much 100% juice is used in the product and
on whether any nutrients are added. In the U.S., the nutrition facts panel on juice drink packages
provides information on juice content, calories, vitamins and minerals, and other nutrients. Close
o Coffee
 Coffee is available in many varieties including caffeinated, decaffeinated, brewed, roasted,
instant, flavored, iced and ready-to-drink.
Plain coffee and espresso do not provide calories and but can contain trace amounts of vitamins
and minerals primarily from the water used in brewing. However, cream, milk, sugar or other
popular flavorings like chocolate and syrups commonly added to coffee can contribute
significant calories. While a 355 mL cup of coffee contains zero calories, the same size mocha
latte coffee provides about 340 calories.
Coffee also contains caffeine. Depending on how it is brewed, an 236 mL serving of regular drip
coffee provides about 104 -192 mg of caffeine. A 44 mL ‘shot’ of espresso contains between 30

21
to 100 mg. Even decaffeinated coffee contains a small amount of caffeine, about 2 to 4 mg per
240 mL serving. Learn more about caffeine.
Polyphenols, substances believed to have antioxidant properties, are found in coffee and may be
beneficial to your health. However, studies examining the health benefits of coffee have found
mixed results. Close
o Tea
 Teas come in many varieties including herbal, caffeinated, iced, sweet, instant and ready to
drink.
Like coffee, tea does not provide calories, carbohydrates, protein or fat. Teas, particularly green
and black, are good sources of flavonoids, substances believed to have antioxidant
properties. Close
o Soft Drinks
 Soft drinks are non-alcoholic carbonated beverages containing flavorings, sweeteners and other
ingredients. Depending on the sweetener used, soft drinks may or may not contain calories. Soft
drinks include regular, diet, low-calorie, mid-calorie, flavored, caffeinated and caffeine-free
drinks.
Soft drinks are carbonated by adding carbon dioxide into a beverage solution under pressure.
Opening a soft-drink container releases the carbon dioxide in the form of bubbles. These bubbles
intensify the flavor of the beverage.
Most regular and mid-calorie carbonated soft drinks sold in the U.S. are sweetened with high-
fructose corn syrup (HFCS), a calorie-containing carbohydrate that provides 4 calories per gram.
A 355 mL serving of regular cola-type soft drinks contain about 140 calories, or 11 calories per
29 mL. Mid-calorie cola-type soft drinks generally contain about half that much. Diet soft drinks
contain virtually no calories and are flavored with low- and no-calorie sweeteners, including
acesulfame potassium, aspartame, saccharin and sucralose. Learn more about sweeteners.
Soft drinks also contain small amounts of sodium, primarily from the water used in the soft drink
plus nutritionally insignificant amounts of potassium and phosphorus. Close
o Sports Beverages
 Regular sports drinks contain energy-yielding carbohydrates plus electrolytes, including sodium,
potassium, and chloride. Most sports beverages are formulated to provide recommended amounts
of energy to support optimal performance during prolonged physical activity and to help
maintain fluid balance by replacing the electrolytes lost through perspiration. Close
o Energy Drinks

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 The ingredients and nutrient content of various brands of energy drinks varies considerably.
Energy drinks provide carbohydrates and caffeine and some contain B vitamins, amino acids and
herbal extracts such as gingko.
Although the caffeine content varies by brand, the typical energy drink provides about 70 to 85
mg of caffeine per eight-ounce serving. Learn more about caffeine. Close
o Alcoholic Beverages
 The nutrient content in alcoholic beverages depends greatly on the variety of the alcohol. All
alcoholic beverages provide calories from alcohol and carbohydrates. Beer also provides a very
small amount of protein, potassium and phosphorus, while distilled spirits can contain few
vitamins and minerals. Wine contains potassium, trace amounts of sodium and phosphorus, and
some phytochemicals such as polyphenols and flavonoids.
Alcohol yields 7 calories per gram – almost as much as fat and nearly twice as much as
carbohydrates. Those who choose to consume alcohol should do so in moderation. Moderate
alcohol intake is defined as the consumption of up to one drink per day for women and up to two
drinks per day for men.
Beverages are not only for drinking – you can also use them for cooking to create new flavor
formulations or add a naturally sweet twist to a favorite recipe.

23
Top 10 Best Energy Drinks in India
Red Bull
Originated in Austria, Red Bull is one of the most popular energy drink marketed in India. This
incredibly powerful energy drink provides instant energy and provides a clear and focused
mind. You become physically fit, dynamic and performance-oriented.
Ingredients like Water, Sucrose, Glucose, Vitamins, Caffeine etc. keeps you physically and
mentally active even in the most tiring day.

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Dabur Glucose-D
Dabur Glucose-D is one of the oldest and best instant energy drink available in the Indian
market. It effectively fights against fatigue and lethargy and strengthen to the bones. It boosts
immunity and replenishes vital nutrients required by the body.
Ingredients like dextrose, monohydrate, calcium and vitamin D make it rich in required nutrients
that help in the building of bones and muscles and rejuvenate your body after a long tiring day.

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Glucon-D
Glucon-D has been around for many decades now. Energy based glucose-based beverages; it
comes in different flavors like Original, Tangy Orange & Nimbu Pani. The drink is easily
absorbed by the body and gives instant energy & rejuvenation to the muscles to boost the much
required stamina.
This one of the best energy drink is the source of energy for the body and brain. It helps in iron
absorption and at the same time develops body resistance.

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Power Horse
Launched in 1994, Power Horse is another top leading energy brand in India. It is imported from
Austria and marketed in more than 50 countries across the world. It is a powerful energy drink
that comes handy when you are all worn out and require an extra pack of energy to move on.
It is enriched with active energy boosters like vitamins B2, B6, B12. It tastes great thereby
giving instant energy and boosting rejuvenation. You gain back your lost mental and physical
stamina.
Monster Energy Drink

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A product of UK, Monster Energy Drink is most famous among the youth in India. The main
source of energy includes caffeine, glucose and guarana which comes in low-carb version and
contains B-vitamins. It uses a European re-sealable formula which makes the drink edible for
long hours.
It is a carbonated drink with taurine, L-carnitine, caffeine, ginseng and vitamin B content to keep
you on the move without letting you feel tired. Moreover, the smooth flavor provides the perfect
appetite to your taste buds.
Burn Energy Drink

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Burn is another best instant energy drink found in the market in India. It increases your
endurance and concentration power and at the same time improves reaction speed and stimulate
metabolism in the body. This high quality energy drink is quite cheap and is easily available in
stores both online and offline.
Active ingredients include natural substances and metabolic Transmitters like amino acid taurine,
glucuronolactone, caffeine, vitamins and carbohydrates that work effectively on your tired
muscles.
Tzinga Energy Drink
Tzinga is one of the best natural health energy drinks in India. It is made from real fruit juice and
contains no caffeine at all. Other common energy boosters include sugar, lemon and mint juice
concentrate, vitamins and guarana extract.
It is an internationally popular energy drink known for its natural and familiar taste to Indians.
This high quality energy drink is quite affordable and is easily available in stores both online and
offline.

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KS Energy Drink
KS Energy Drink is one of the best health energy drinks available in India. It keeps your energy
levels on the go all day long. Ingredients in this power drink include multiple vitamins, caffeine
and Touraine that happens to be the secret behind your power-packed day.
It develops body resistance and helps you maintain a healthy lifestyle. It tastes great, gives
instant energy, boosts rejuvenation and effectively increases physical stamina.
Gatorade Sports Drink

30
Gatorade Sports Drink is the ultimate energy drink for players. When you play, your
muscles constantly burn energy demanding more and more influx. Carbs break down
quicker than fats and hence there has to be adequate supplement.
Gatorade Sports Drink gives instant energy and rejuvenation and develops body
resistance. It is the fastest energy source for the body.
Panchamrita Herbal Energy Drink
Panchamrita Herbal Energy Drink is totally natural. Ingredients like Amla, Beetroot, Carrot,
Mint and Ginger make this drink special. Plus the high healing properties acts as the cherry on
the top. It has a natural source of vitamins and other active energy boosters.
Amla protects the blood, bones, skin, brain and immunity; ginger looks after digestion; carrots
are sources of vitamin A and improve eye sight; and mint is rich in several minerals.

31

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COMPETITORS OF URZZA
1) Red Bull
2) Cloud 9
3) Monster
4) Gatorade
5) Tzinga
6) KS energy drink
7) Power Horse
8) Glucon-D
9) Glucose-D
10) Rio

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Dangers Of Energy Drink
Trendy world, trendy people & trendy drink that is what energy drinks become in today's life
style. In the current scenario energy drinks are just like a trendy beverage & we can get the
evidence of its popularity by entering in any of the store where lots of energy drink cans may be
found easily. Young people are fond of it but lots of kids also use them like sodas. I knew that
now there must be a question in your mind that is it just a harmless craze, or there is some real
health concerns with energy drinks? Energy drinks can have a drawback if they won't be drunk
properly. You all might be aware that energy drink can do so much for you. As they not just help
in increasing your level of enthusiasm in your work but your confidence
. Energy drinks are simple beverages that contain some form of vitamins & other chemicals
which boosts your energy for very short span. These energy drinks have lots of sugar & caffeine
which provides us energy. They are being sold in the market as other drinks but can be
dangerous due to the ingredients from which they are made of in comparison of those typical
drinks that we all take. The amount of caffeine, ephedrine, guarana and ginseng depends on the
content of each bottle & if you will ask for a big punch you can get the bigger bottles.
People who are used to of this drink say that it's very effective. But you should be aware about
the effect & consequences of the product. This is true because once you make use of it or take it
in a wrong manner you can face some health problems. There are short and long-term effects of
energy drinks though.
 The long-term effects of energy drink ingredients are that you may be addicted of this
drink & addiction of anything is harmful.
 In these types of drinks it has not been mention any where that whether any medical
conditions or related prescription medication will react with them.
 Energy drinks must be taken properly because the ingredients used in it are powerful
enough to affect your system & body.

34
 Ingredients used in these drinks can affect your heartbeat and blood pressure. This
arouses awareness from medical specialists who have conducted studies about the
effects of energy drinks.
 However it doesn't means that harmful effects of these types of drinks can't be
prevented. The problem is only how to drink & in what amount that can be easily
digested.
 Don't ever try to make energy drink an alternative for the lost water in the system while
doing exercise because the caffeine in the energy drink can leave a dehydrating effect
on your body. You should prefer to have something natural during exercises.
 The most important point is that you should never combine energy drinks with alcohol
because energy drink is a stimulant while alcohol is a depressant. You can imagine
yourself the contrasting effect that this combination can bring in your system.
All those side & long term effects are just due to improper use of energy drinks & if you want to
enjoy them life time drink it keeping those points in mind & in very limited amount. If you want
to undergo the above effects then you must violate the rules. All these effects are shared with you
all by me to make you aware about the product & its effect but it doesn't mean that you should
leave drinking it. Enjoy your energy drink but with little care

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Challenges for energy drinks
While the market for energy drinks is expanding and is expected to grow further, the drink
manufacturers have a challenge of supplying drinks that consumers feel are safe to consume as
there has been a lot of talk ill effects on health of such drinks and health risks associated with
them.
Energy drinks are widely consumed by adolescents as these claim to improve performance,
endurance and alertness. In fact Dr H Prathap Kumar Shetty says he came across the common
people like drivers take these products to keep awake during long hours on wheels!
Sharing his views, Ryan Fernando, Co-Founder, QUA Nutrition, said, “Today’s teenagers, new
office-goers (who have sudden money and no parental restriction aged 21-27) are the major
consumers of these cult brands of energy drinks. What’s worse to note is the trend of combining
energy drinks with alcohol as it is gaining popularity with college students and young generation.
This may be due to a misconception that caffeine counteracts alcohol; But it does not.”
“These drinks only help consumers who have not woken up to realise that if they are tired it’s
because something is not right in their diet and fitness levels,” he warns.
“The energy drinks manufacturers have now shifted their focus from athletes – the primary target
for energy drinks – to teenagers and young adults. According to an estimate, about 71% of
adolescents in urban centers of India consume energy drinks. Despite the cost factor, youth do
not mind spending money on energy drinks due to their much advertised perceived benefits on
endurance, attention, and stamina,” noted Prof Piyush Gupta, University College of Medical
Sciences and GTB Hospital, Delhi, in a study report published in Indian Pediatrics Journal (July
15, 2014).
The study report also noted that the energy drinks are non-alcoholic beverages containing
stimulants like caffeine, herbal extracts (guarana, ginseng, yerba mate, ginkgobiloba),
glucuronolactone, taurine, inositol, L-carnitine and B Vitamins as the main ingredients to

36
enhance physical and mental endurance. In addition, these drinks may contain carbonated water.
The report further noted that the caffeine content in energy drinks varies between 75 mg and 150
mg per can compared to 80-120 mg and 60 mg in a cup (250 ml) of coffee and tea, respectively.
Maximum recommended intake of caffeine per day, varies from 2.5 mg/kg/day to 6 mg /kg/day
in children, 100 mg/day in adolescents and up to 400 mg/day in adults. (1mg=4 ppm (parts per
million)).
Nidhi Bedi from the Department of Pediatrics, Hamdard Institute of Medical Sciences and
Research, Delhi, who authored the study report along with Pooja Dewan and Prof Piyush Gupta
of University College of Medical Sciences and GTB Hospital, Delhi, pointed out that recent
reports have shown that there are no real health benefits of these drinks. On the contrary, certain
adverse effects due to energy drinks have come to the forefront, casting a question mark on their
safety and utility.”
The World Health Organisation (WHO) study published in Frontiers in Public Health on October
14, 2014 also said the health risks associated with energy drink consumption are primarily
related to their caffeine content. A caffeine overdose can cause palpitations, hypertension,
dieresis, central nervous system stimulation, nausea, vomiting, marked hypocalcemia, metabolic
acidosis, convulsions, and, in rare cases, even death. In adults, there is also an increased risk of
arterial hypertension and Type 2 diabetes, as high consumption of caffeine reduces insulin
sensitivity. High caffeine consumption among pregnant women increases the risk of late-
miscarriages, small for gestational age infants, and still births. The WHO study also warns that
consumption of energy drinks among adolescents is associated with other potentially negative
health and behavioural outcomes such as sensation seeking, use of tobacco and other harmful
substances, and binge drinking and is associated with a greater risk for depression and injuries
that require medical treatment. The WHO study concludes by saying that the potential health
risks related to heavy consumption of these products have largely gone unaddressed.
The energy drink manufacturers will have to evolve a strategy to overcome this challenge of
gaining the consumers’ confidence that what they are consuming is safe.
It is a well-documented fact that many of the energy drinks have a very high content of sugar and
caffeine that can make one feel fresh and energetic, and too much of caffeine can cause various

37
manifestations of. However, Dr H Prathap Kumar Shetty said “when it comes to the direct health
manifestations you read in the reports are concerned, it is very rarely someone can consume that
much of an amount to cause some of the symptoms which are the immediate manifestations of
the caffeine intake. Interestingly, caffeine from coffee has been found to be helpful in managing
insulin resistance in short-term studies. Now coming to the long-term affects of caffeine
especially the levels we are talking about in the energy drinks, it may be of some concern both
from the point of view of caffeine as well as sugar, but there are no direct experimental
evidences in this regard.”
Commenting on the high level of sugar and caffeine in the energy drinks, R Desikan, Chairman
Emeritus, Consumers Association of India, who expressed concerns with the Food Safety &
Standards Authority of India (FSSAI) on the standards for energy drinks that are not with the
Indian scenario, said, “They damaged the health of children and even others in the US and
Europe to some extent, as a part of junk food. I would go to the extent of accusing them for
facilitating the change of taste appreciation of consumers, especially the young ones, which led
the American youngster to become obese; later those who were obese and wanted to reduce
obesity, had to resort to expensive physical exercises, over claimed obesity reducers, etc. In spite
of that, huge number of people in USA and other Cola favourite countries have become obese
leading to heart ailments, stomach diseases, cancer, etc.Considering the risk factors of having
high level of caffeine in energy drinks, FSSAI has already set guidelines for energy drinks. The
energy drink makers need invest on innovative products which are harmless to the consumers.
The energy drink makers need to invest on innovative products which are harmless to the
consumers. And even the new government has asked cola giants to look at reducing the sugar
content in soft drinks. The Food Processing Industries Minister Harsimrat Kaur Badal, requested
PepsiCo Chairman Indra Nooyi, who called on the minister in New Delhi on August 26, to
further bring down the sugar content of soft drinks so that the health aspects of such products are
duly taken care of. She also suggested that the company should bring out such new products in
the market that are tasty as well as healthy and nutritious. Nooyi stressed that they would
endeavour to provide products that are healthy and nutritious. While opening India Food Park at
Tumkur in Karnataka on September 24, Prime Minister Narendra Modi said he has asked

38
multinational cola giants PepsiCo and Coca-Cola if they can put 5% natural juice in their drinks.
"If they can, then our farmers will make a lot of money. Our farmers will not have to throw their
fruit away," he said. The soft drinks industry, which is launching energy drinks, has to address
the issues and concerns raised by WHO and other agencies. Otherwise the industry might face
many challenges and hurdles. With huge investments coming from cola giants in the coming
years, the Indian energy drinks market can witness launch of natural healthy nutrition drinks in
the coming years.
Bisleri seeksto recreate his cola magic
Nearly four decades after he launched Thums Up, the hugely successful cola brand, Ramesh
Chauhan is looking to replicate that magic in an altogether new category: energy drinks. So, at the
age of 75, the chairman of Bisleri International has launched Urzza (Hindi for energy). The digital
campaign for this new drink was unveiled on September 15 and the TV campaign will be launched
on September 20.
“Cola sales are declining, so it makes no sense to be investing in them,” says Chauhan from his
Mumbai office located in the western suburb of Vile Parle. “There is a definite need for a new,
exciting beverage that tastes good, and that is what we have attempted to do.”
The Rs 500-crore energy drink segment, currently led by Austrian brand Red Bull, is growing at 25
per cent annually. Urzza, which took five years to develop, is being positioned as a mass-market
energy drink devoid of caffeine, an essential ingredient of these products. “Besides having no
caffeine, Urzza does not have stimulants such as guarana and taurine that are used in energy drinks,”
says Chauhan. “We have instead infused it with vitamins B and C as well as other ingredients (like
sugar and citric acid) aimed at charging the body up.”
Though the functional drinks category (it includes beverages such as juices, fortified water and
energy drinks) remains relatively small, Chauhan hopes to make a mark here by pricing his drink 41-
44 per cent below the average price of a 250-ml can of energy drink. While a can of most energy
drink brands costs between Rs 85 and Rs 90, Urzza is priced at Rs 50. “The endeavour is to make it

39
affordable for consumers,” says Chauhan.
Timing it right
Chauhan has always been quick to spot an opportunity. In 1977, soon after Coca-Cola exited India
leaving a gap in the market, he launched Thums Up. He got it so right that even today Thums Up
remains the largest selling cola brand in India with an estimated share of 15.5 per cent of the Rs
14,000-crore carbonated beverage market. Realising its potential, Coca-Cola bought it from Chauhan
in 1993. Today, India is the only market where Coca-Cola, the world’s largest beverage company,
has two cola drinks in its portfolio: Coca-Cola and Thums Up. And interestingly, the flagship trails
its local compatriot. Last year, Sprite (also from Coca-Cola) briefly knocked Thums Up off the perch
as the country’s most-selling drink, but now both brands are neck and neck. (See chart).
Coming back to Urzza. Chauhan has carefully avoided any reference to the famed Parle brand name
in this drink. This was something he did earlier with Bisleri too, the bottled water brand he controls
and which competes with Kinley from Coca-Cola and Aquafina from PepsiCo. There is a reason he
did so. Chauhan’s brother, Prakash, runs Parle Agro, the owner of brands Frooti, Appy and Bailey,
while his cousins Vijay, Sharad and Anup Chauhan are the promoters of Parle Products, one of the
largest biscuit manufacturers in India that sells Parle G, Hide & Seek and Monaco.
Following a split with Prakash over the sale of Thums Up in 1993, Chauhan took control of the
bottled water division (of the original Parle company) called Parle Bisleri. He renamed it Bisleri
International a few years ago to avoid any linkage with other branches of the Chauhan family. That
trend continues to this day. Parle, for the record, comes from Vile Parle, where the Chauhan family
has been traditionally based.

40
The price factor
To retailers, Chauhan is pushing a
pack of six bottles of Urzza for Rs
270 or a can for Rs 45. This
competitive pricing is intended to
lure kirana stores, hotels,
restaurants and canteens to stock
his product. Competitor Red Bull is
pushing hard in these channels too.
The battle for shelf space, therefore,
say market experts, is expected to
be fierce between the two.
Besides this, Chauhan is also
launching 300-ml PET bottles of
Urzza (apart from the 250-ml cans),
a first for an energy drink manufacturer. Typically, an aspirational product such as energy drink,
which is targeted at younger consumers in urban areas, is available in cans to ensure that its premium
imagery is not affected. But Chauhan is clear why he is also looking at PET bottles. “A PET bottle
allows you to see the drink. The bottle is also recyclable. Second, it aids consumption. That is
because it is easy to carry. Besides, when you have a PET bottle sitting with other PET products in a
shop, the chances are people will pick it up.”
Chauhan is using his Bisleri distribution network to push Urzza. Shops and other trade channels that
stock Bisleri will be roped in to sell Urzza. In the first year, Chauhan says, he is targeting 4-5 lakh
outlets for Urzza, which is nearly half of Bisleri’s cumulative reach of 10 lakh outlets.
The product will be manufactured at seven factories — five owned by the company (at Bangalore,
Rudrapur, Ludhiana, Kolkata and Mumbai) and two by third-party manufacturers (at Pune and
Indore).
Besides, Urzza is also being promoted as a liquid charger — something that can be consumed every
day — with the help of a 360-degree campaign involving all key media: print, outdoor, digital, social

41
media and TV. “There is a special emphasis on the digital and social media given that the target
group is between 18 and 35 years,” says Chauhan.
This is clearly among the veteran businessman’s biggest bets in recent years. The market for
functional drinks (including energy drinks, sports drinks, fortified and flavoured water) is pegged at
around Rs 700 crore in India and is growing at 30 per cent annually. Most companies like Coca-Cola,
PepsiCo, Danone, Dabur, Tata Global Beverages, Parle Agro and smaller firms such as Gurgaon-
based Hector Beverages (the maker of Tzinga and Paper Boat) are marking their presence in this
space, though volumes are a fraction of what categories such as colas, bottled water and juices
attract.
Chauhan says that while he realised the need to get into newer segments, he also realised that he
would have to work on how to lead in these categories. “To achieve that, even if you have one unique
flavour in that category, it would be enough. With Urzza, we believe we have found that one unique
flavour that will click with consumers, the way Thums Up did.”
In the first year, he is looking at achieving 8 per cent of Bisleri’s volume sales for Urzza. “I have told
my regional (sales) managers that they have to work in this direction, otherwise the product will get
lost within our system, forget even reaching the marketplace,” he says. “Products fail not because of
the consumer, but because they account for an insignificant amount of sales to justify the kind of
dedication they need. I have told my managers that they have to achieve a minimum of 8 per cent of
sales for Urzza in the first year, if the product has to go anywhere.”Chauhan is clearly charged with
energy. What needs to be seen is whether his new drink is too

42
Energy drinks are widely consumed by adolescents as these claim to
improve performance
Energy drinks are widely consumed by adolescents as these claim to improve performance, endurance and
alertness. Recent reports have shown that there are no real health benefits of these drinks. On the contrary,
certain adverse effects due to energy drinks have come to the forefront, casting a big question-mark on
their safety and utility. This review discusses the present status of energy drinks, their active ingredients
and their safety. We conclude that energy drinks, despite having some short pleasant effects, can be
harmful for the body and are best avoided.
Keywords: Adolescents, Caffeine, Nutrition, Stimulants.
In a competitive world – where achieving targets rules the roost –ore energy is a desirable virtue. Some
adolescents are naturally energetic, while others look for commercially available stamina boosters to
provide instant energy. Energy drinks seem to be just the solution this group is looking for.
Energy drinks are non-alcoholic beverages containing stimulants like caffeine, herbal extracts (guarana,
ginseng, yerba mate, ginkgobiloba), glucuronolactone, taurine, inositol, L-carnitine and B-vitamins as the
main ingredients to enhance physical and mental endurance. In addition, these drinks may contain
carbonated water. Energy shots are a specialized form of energy drinks which contain the same amount of
caffeine in a small amount of liquid, typically 60-90 mL small bottles or cans. These may be considered as
concentrated energy drinks with lesser calories and lower sugar content. Energy drinks/energy shots are
consumed to improve the stamina and energy levels before and during exercise, to rehydrate the body, to
keep awake in demanding situations, to compensate for loss of sleep especially during examinations, or to
get a kick as a mood elevator by mixing it with alcohol. Natural caffeinated beverages including coffee,
cocoa, tea, and cola drinks are not regarded as energy drinks. Energy drinks should not be confused with
Sports drinks that contain carbohydrates, minerals, electrolytes, and flavoring agents. These are intended to
replenish water and electrolytes lost through sweating during exercise. Unlike energy drinks, sports drinks
do not contain any stimulants
Growing Demand
Energy drinks were introduced to the world in 1949 by the name of ‘Dr. Enuf’ in US; these were fortified
with vitamins and projected as a better alternative to sugar sodas. Subsequently, these became available in
Europe and Asia in 1960s . Lipovate D, an energy drink that still dominates the Japanese market, was
launched in 1962. Later, several companies introduced similar drinks but none could make a mark till
1997, when ‘Red Bull’ was introduced by an Austrian entrepreneur . This brought a boom to the industry

43
and ever since the market for energy drinks is growing exponentially. More than 300 variants of energy
drinks are available in the US market alone. India, China, and Brazil are considered as the growing
markets. Red Bull was launched in India in 2003. With a 75% market share, it is presently leading the
Indian market of energy drinks. The energy drink market in India was pegged at Rs 700 crore in 2013;
comprising of 5% of the total soft drinks market dominated by colas, fruit juices, and flavored milk (5),
compared to 8-9% in global market.
Manufacturers have now shifted their focus from athletes – the primary target for energy drinks – to
teenagers and young adults. According to an estimate, about 71% of adolescents in urban centers of India
consume energy drinks [6]. Despite the cost factor, youth do not mind spending money on energy drinks
due to their much advertised perceived benefits on endurance, attention, and stamina.
Constituents of EnergyDrinks
The main constituent of energy drinks is caffeine. In non-alcoholic energy drinks, caffeine content varies
between 75 mg and 150 mg per can compared to 80-120 mg and 60 mg in a cup (250 mL) of coffee and
tea, respectively . Maximum recommended intake of caffeine per day, varies from 2.5 mg/kg/day to 6 mg
/kg/day in children, 100 mg/day in adolescents and up to 400 mg/day in adults.
Caffeine attaches to the adenosine receptor due to its similar chemical structure as that of adenosine. Due
to this, the adenosine effect to promote sleep is stopped by competitive inhibition resulting in speeding up
of neurons. Caffeine also improves the physical and mental performance by increasing epinephrine
secretion. Once ingested, caffeine is rapidly absorbed from the gastro-intestinal tract where it is
demethylated to form paraxanthine (84%), theobromine (12%), and theophyl-line (4%). Caffeine intake
leads to increased energy utilization and thereby better performance. It has also been found to enhance
mood and alertness. In addition, it has been found to decrease food intake and promote lipolysis.
Guarana (also called guaranine, Paulliniacupana, and Sapindaceae) – another ingredient of energy drinks
– is a plant extract containing large amounts of caffeine with small amounts of theobromine, theophylline,
saponins, flavonoids, and tannins. The seeds contain about twice the concentration of caffeine found in
coffee beans. One gram of guarana is equal to approximately 40 mg of caffeine. Consumption of guarana
increases energy, enhances physical performance, and promotes weight loss. These effects are largely
contributed to the high caffeine content of guarana.
Ginseng (Panax ginseng) is a herbal supplement; root being its most important part. Athletes use ginseng
for its alleged performance-enhancing attributes; however, no scientific evidence is there till date to
support its performance – enhancing claims.
Yerba mate, obtained from Ilex paraguariensis is known for its anti-inflammatory, anti-diabetic, and anti-
oxidative properties. It is a central nervous system stimulant due to its high caffeine concentration (78 mg
in 1 cup of yerba mate tea).
L-carnitine, D-glucuronolactone, taurine, and inositol are other ingredients of energy drinks. Data remain

44
insufficient regarding their safe use and claims to increase endurance. Certain other ingredients like milk
thistle, ginkgo, acai berry, L-theanine and creatine have bioactive properties for which they are sometimes
added to energy drinks.
PotentialAdverse Effects
When consumed in moderation, most energy drinks are considered safe. Over-consumption is fraught with
potential adverse effects attributed to the high caffeine content.
Caffeine tolerance varies between individuals, though most people would develop toxic symptoms in doses
of 200 mg (1 mg = 4 ppm). Some of the energy drinks may contain caffeine as high as 300-500 mg per can
. Table I shows the caffeine content of commonly available energy drinks in the Indian market. Symptoms
of caffeine intoxication include palpitations, anxiety, insomnia, nausea, vomiting, restlessness, and
tremors. The risk increases if multiple drinks are consumed in a short period of time. A cocktail of energy
drinks when mixed with alcohol decreases the awareness of the amount of intoxication, leading to a higher
risk of alcohol-related injuries. The combination might also increase the risk of arrhythmia if there is an
underlying heart disease. Teens are shown to mix their energy drinks with alcohol [12]. This can be
potentially dangerous cocktail as the drinkers will be unaware of the amount of alcohol they have actually
consumed. Caffeine content of beverages consumed by adolescents has also been linked to high blood
pressure.
TABLE I Caffeine Content of Commercially Available Energy Drinks in the Indian Market
Brand Amount Cost Caffeine content Caffeine content
(mL) (Rs) declared by manu- as testedby CSE
facturer (ppm) (ppm)
Red Bull 250 95 320 (80 mg/250 mL) 310.08
Tzinga 250 25 300 (75 mg/250 mL) 258.37
Triple X 250 75 100 117.14
Cloud 9 250 85 Not given 142.25
Burn 300 75 320 291.73
Caffeine, taken in large amounts over an extended period of time, leads to caffeinism characterized by
nervousness, increased risk of addiction, irritability, anxiety, tremulousness, muscle twitching, insomnia,
headache, respiratory alkalosis, and palpitations. The Diagnostic and Statistical Manual of Mental
Disorders (Fourth Edition) recognizes four caffeine-induced psychiatric disorders: caffeine intoxication,
caffeine-induced anxiety disorder, caffeine-induced sleep disorder, and caffeine-related disorder. Studies in
adult twins have shown a significant positive association between major depression, generalized anxiety
disorder, panic disorder, antisocial personality disorder, alcohol dependence, and cannabis and cocaine
abuse/dependence; with lifetime caffeine intake, caffeine toxicity, and caffeine dependence. Another
demerit of caffeine is its ability to foster dependence. Genetic factors have also been found to play some
role in caffeine intoxication, dependence, and withdrawal.
Ginseng has been associated with adverse effects like hypotension, edema, palpitations, tachycardia,

45
cerebral arteritis, insomnia, mania, and cholestatic hepatitis but they are not noted at levels found in energy
drinks. Studies are insufficient to prove its safety.
Most energy drinks contain a lot of sugar or artificial sweeteners to mask the bitterness of caffeine. The
sugar content in energy drinks ranges from 21 g to 34 g per 8 oz. Sugars in energy drinks may be in the
form of sucrose, glucose, or high fructose corn syrup. Their intake poses a risk for obesity and diabetes in
children.
Most sports and energy drinks have citric acid, which lowers their pH in the acidic range (pH 3-4). A pH
this low is associated with enamel demineralization and dental problems.
Energy Drinks for Children With Special Medical Conditions
• Energy drinks if taken by children being treated for attention deficit hyperactivity disorder, can be
very harmful as they are already taking stimulant medications.
• Patients of ion channelopathies and hypertrophic cardiomyopathy should not take energy drinks
because of the risk of hypertension, syncope, arrhythmias, and sudden death due to unwanted
stimulant effect of caffeine [17]. In August 2008, a study conducted by the Cardiovascular
Research Centre at the Royal Adelaide Hospital in Australia assessed the cardiovascular status of
30 young adults one hour before and after the intake of a popular energy drink and found that it
could increase the risk of stroke and heart attack.
• High amounts of caffeine help to counter caloric-restriction–associated fatigue, and suppress
appetite, and thus have often been taken by patients of anorexia nervosa. But as these patients have
a propensity for cardiac morbidity/mortality and electrolyte disorders, intake of high-caffeine
energy drinks can trigger cardiac dysrhythmias and intracardiac conduction abnormalities.
• Other high-risk groups include adolescents with obesity, hemodynamic compromise, diabetics
and individuals with pre-existing cardiovascular, meta-bolic, hepatorenal, and neurologic disease,
those who are taking medications that may be affected by high glycemic load foods, caffeine,
and/or other stimulants, and adolescents in rapid growth phase.
• Caffeine also acts as a diuretic; therefore, energy drinks should be avoided during exercise as
fluid losses from sweating coupled with diuresis can lead to dehydration.
Where We Stand?
Considering the potential adverse effects, energy drinks have been banned in some countries like Denmark,
Uruguay and Turkey. Energy drinks with caffeine more than 320 ppm are banned in Australia. European
countries have stipulated that energy drinks with caffeine more than 150 ppm should be labeled as having
‘high caffeine content’.

46
In the first year of the launch of a leading energy drink, there was a tussle between the manufacturers and
government agencies on labeling of the product. The central food laboratory continued to label it as
carbonated beverage (maximum allowable caffeine content – 200 ppm, now lowered to 145 ppm). The
manufacturers maintained it as proprietary product (caffeine content – 320 ppm), and claimed it to be safe.
The maximum limit of caffeine of 200 ppm in carbonated beverages was reduced to maximum level of 145
ppm on recommendations by Central Committee on Food Standards (India) and notified vide notification
GSR 431(E) dated 19.06.2009. Food Safety and Standards Authority of India (FSSAI) then constituted an
expert group on energy drinks and made certain observations (Box I).
Box I Food Safety and Standards Authority of India Observations on Energy Drinks
• Caffeine is not an additive but a chemical with addictive property. Caffeine up to 200 ppm is added as a
flavoring agent but above 200 ppm it is a functional ingredient. The functionality of caffeine at 320 ppm
needs to be ascertained along with justification for fixing a cut-off limit at 320 ppm.
• Energy drink is a beverage which is fortified with vitamins and there is no case for encouraging its
consumption. The name ‘energy drinks’ is a misnomer as it gives the impression that this should be taken
to get energy.
• The vegetarian and non-vegetarian symbol should also be given on the label of energy drinks as per the
source of ingredients added.
• Standards for energy drinks, both carbonated and non-carbonated need to be laid down to enable better
regulation of the product. These may be termed as ‘caffeinated drinks’.
• There is a need to limit consumption of energy drinks by a person per day taking into account total
caffeine content from all ingredients and items in the diet.
• Alternatively, instead of laying down separate standards for carbonated energy drinks, standards for
carbonated beverages per se can be amended to include other ingredients like taurine, glucuronolactone,
etc. which are found in energy drinks.
• There is also a need to get the market data of availability of energy drinks in India and analyze samples
as a basis for fixation of standards according to Indian requirements.
Center for Science and Environment (CSE), a Delhi-based NGO, tested 8 brands of energy drinks and
showed that caffeine levels were exceeding 145 ppm in 6 of them [20]. FSSAI constituted an expert group,
followed by a risk assessment study commissioned by National Institute of Nutrition (NIN), Hyderabad.
On the basis of NIN report, FSSAI has now recommended a limit of 320 ppm of caffeine in energy drinks.
In June 2012, FSSAI announced the mandatory use of statutory safety warnings and that all energy drinks
should be renamed as "caffeinated beverages." Following this, the energy drinks now boldly write
"contains caffeine". Further, they mention clearly "Not recommended for children, pregnant or lactating
women and persons sensitive to caffeine. Use not more than 2 cans a day." FSSAI has also proposed that

47
such products be packed in only 250 mL containers. However, consumers need to keep in mind that there
are other sources of caffeine intake like coffee, tea, chocolate products, and carbonated drinks. Table II
depicts the caffeine content of commonly consumed beverages. As of now, this caffeine cap of 320 ppm
for energy drinks does not take into account the total caffeine content from other beverages. There is no
sample study in India to determine the caffeine intake of the population as such. Also the justification for
propagating the use of energy drinks for a source of vitamins, minerals, and amino acids is not acceptable
as these can be easily obtained from a normal healthy diet.
TABLE II Caffeine Content of Common Fast-moving Consumer Goods
Products Caffeine content/250 Ml
Tea 60 mg
Coffee 80-120 mg
Carbonated beverages 25-40 mg
Dark chocolate (100 g) 43 mg
Hershey’s syrup (2 tbsp/39 g) 5 mg
.

48
Feeling the chill
Bisleri has been losing share in the retail bottled water segment
Note: Off-trade market comprises retail shops, supermarkets and kirana shops; Source:
Euromonitor
But from a monopolistic position, Bisleri has witnessed a steady erosion in market share in
recent years. According to a Euromonitor report, Bisleri’s market share by value in the off-trade
(shops, supermarkets and kirana stores) bottled water market has declined from 39% in 2009
to 33% in 2013. Over the same period, PepsiCo’s Aquafina has increased its share from 14% to
17%, while that of Kinley from Coca-Cola is up from 10% to 13%. Further, the low-margin nature
of the bottled water business is also driving Chauhan to diversify into the energy drinks
business that delivers much higher returns and provides some measure of cross-subsidisation.
“It is a simple calculation,” says a long-time distributor of mineral water based in Mumbai.
“Currently, Bisleri is the only company in India that exclusively sells mineral water. Consider
this: you pay only ₹20 to buy a 1 litre bottle of Bisleri while you pay around ₹40 for the same
bottle of Coca-Cola. The input costs for both are roughly the same, you can add ₹1-2 for Coca-
Cola’s costs to account for the additional flavor and soda, while the margins are more than
double that for Coca-Cola. It is natural for a company such as Bisleri to diversify.” Given Bisleri’s
slender profit margin of 3% in 2013 in the mineral water business, it becomes difficult to
counter such unassailable logic.

49
Hence, after a 22-year-long hiatus from carbonated beverages, Chauhan is focusing all his
energies on Urzza, a non-caffeinated carbonated energy drink, priced at ₹50 for a 250 ml can or a
300 ml PET bottle. With this, Chauhan is targeting a nascent segment — the fortified functional
(FF) beverages segment that includes energy drinks, sports drinks and everything in between that
is not a carbonated soft drink. Will Urzza then provide the fizz that Chauhan is looking for?
Free-for-all
The eleven-year-old Indian energy drinks market, valued at around ₹800 crore and growing by
25% a year, is a drooling toddler about to get on its feet compared with the established
carbonated drinks market, which is estimated to be around ₹20,000 crore. While the FF beverage
market is more diversified in international markets such as the US, the UK and Japan, it is
divided into two broad segments in India — energy drinks and sports drinks — which are
dominated by Red Bull and Gatorade, respectively, and a smattering of smaller players such as
Tzinga, promoted by Hector Beverages, and Cloud 9 by Goldwin Healthcare.
Not sparkling enough
Bisler's topline is growing steadily but profitability has improved
Source: Ace Equity
“There are no rules here. All the companies are working in an experimental mode to open up
this market,” says Ankur Bisen, senior vice-president, retail, Technopak. Take the case of Urzza:

50
Bisleri is positioning it as a liquid charger — a product that can be had by anyone, anytime —
for a quick infusion of energy. Its price tag of ₹50 for a 250ml can is at a premium to soft drinks
but lesser than energy drinks such as Red Bull and Monster, which are priced at around ₹100 for
a 350ml can.
Chauhan claims he is trying to create an new category. “I don’t want it to be branded as an
energy drink. The energy drinks market is very small. We are aiming for bigger things. We want
a product that tastes good, is refreshing and works as a pick-me-up. Urzza is not an energy drink
but a power drink,” he says. Chauhan claims he spent two years developing a taste that is
‘interesting and intriguing’. “In India, drinking a soft drink is an experience, unlike in America,
where it is looked upon as a washdown because their food is so dry. They’re not conscious of
brand or taste,” he says.
In 2012, the Food Safety and Standards Authority of India (FSSAI) mandated that beverages
such as Red Bull, Monster and Burn that contain more caffeine than the permissible limit of 145
parts per million should be named as caffeinated beverages. FSSAI also ordered these beverages
to display statutory warnings that the products are not recommended for “children, pregnant or
lactating women, persons sensitive to caffeine and sportspersons”.
By excluding caffeine, Chauhan intends to target a wider base of customers including both
“children and grandmothers” and integrate his product into the lifestyle of “upwardly mobile”
consumers. “Just like people have tea the first thing in the morning, we want this product to be
consumed all the time. That’s why we kept caffeine out since there are objections against it,”
says Chauhan. He says that he intends to conduct promotional campaigns in schools and colleges
to promote daily consumption of Urzza. But, for now, Bisleri is targeting the upwardly mobile in
the age bracket of 16-25 years through its marketing campaign.
All chargedup
More than taste, Bisleri is hoping that pricing will do the trick
Source: Retail trade

51
This sentiment is echoed by Mohit Ahuja, senior vice-president, Soho Square, which handles
Urzza’s ad campaign. “We want to target consumers of both soft drinks and energy drinks. That
is one of the reasons why we deviated from the norm and launched Urzza in PET bottles and
cans. This gives us shelf placement near both soft drinks and energy drinks. We want to massify
the energy drinks segment,” he says.
While the advertisements are targeted at young adults, the consumer target encompasses all age
groups, clarifies Chauhan. He adds that the reason they’ve also launched Urzza in a PET bottle is
to facilitate mobility. “The customer can just cap the bottle and take it away. Also, he can see the
drink. We’ve launched it in a can as well because the image of an energy drink requires us to sell
it in a can. Otherwise, bottles are more functional,” he says.
Most energy drinks advertise that the consumer derives energy not from the calories contained in
them but from a carefully concocted combination of caffeine, vitamins and herbs. Urzza carries
no such disclaimer. “The notion that energy is only derived from caffeine has been falsely
perpetuated. Colas contain caffeine too. In reality, the key energy is derived from the sucrose.
We have to change the way energy drinks are perceived,” says Ahuja. Sharmila Sandeep,
marketing head at Bisleri, says that caffeine is a stimulant and not a source of energy. “As
mentioned in the ingredients, our product contains vitamin groups B and C as well as tartaric
acid, which aids in digestion,” she says. Clearly, the fact that caffeine is equated with energy in
the Indian consumer’s mind is not lost on Bisleri.
Out product contains vitamin groups B and C and tartaric acid, which aids in digestion as well—
Sharmila Sandeep, marketing head, Bisleri
However, Bisen feels that the energy drinks consumer is too young to make such mature choices
and believes that Bisleri is not too late to the party. “The market has only grown over the past

52
two to three years. Right now, the reference point for any energy drinks consumer is Red Bull,
which had a first-mover advantage. They think energy drinks are supposed to taste like that. But
there are many people who have not tasted energy drinks yet,” says Bisen. Bisleri can target this
segment and achieve traction through a two-pronged strategy — a strong push along its well-
established distribution network and an aggressive marketing campaign that emphasizes its key
differentiator — an agreeable taste.
Push and pull
Bisleri’s formidable distribution clout, with 13 owned plants, 34 co-packers and 16 packers
covering a retail base of around 5 lakh outlets, is a key advantage that the company has over its
competitors. “Wherever Bisleri goes, Urzza will follow,” says Chauhan. This includes both off-
trade outlets such as supermarkets and kirana stores as well as on-trade sales outlets such as
restaurants, pubs and cafes. According to a Euromonitor report dated July 2013, 13% of all
energy drinks sales in 2012 were through the on-trade segment.
Bisleri has also launched a 360-degree marketing campaign encompassing all key mediums —
TV, print, radio, digital and outdoor. The product is positioned as a premium drink for
youngsters but Ahuja says they might target other age groups in future TVCs.
“We need to justify the price. That is where the taste and imagery comes in. We have chosen
international locations and international models in order to create a premium image and buy into
the aspirational zone,” says Ahuja. “Gold is a premium colour, which is why we decided to use it

53
on the can,” says Sandeep. But if taste is a key differentiator, why has Bisleri not advertised the
same? Ahuja says that they haven’t made taste the pivot of the TVCs, because taste needs to be
discovered. “However, in print and outdoor advertising, we have positioned it as an ‘awesome-
tasting’ drink,” he says.
Also, why the double z? Chauhan says he doesn’t like four-letter words since most of them bring
to mind swear words. He says that’s the reason he added the double a in Maaza. “Five-letter
words are wholesome. Also, the pronunciation of the letter z varies within Indian languages. To
make the pronunciation very clear to consumers, we made it a double z,” says Chauhan.
When asked about why he chose a brand name derived from Hindi when his target consumers
are yuppies, Chauhan retorts that people will soon forget it as a desi name after two to three
months of advertising. “Maaza, which also has a desi name, has done really well internationally
in the European and American markets. Instead of the name, it is the image you create around it
that matters. The important thing is that it should be simple, easy to remember and should sound
good,” he says.
Numbers game
Chauhan has invested Rs 100 crore in five manufacturing facilities of Urzza at Bengaluru,
Rudrapur, Kolkata, Mumbai and Ludhiana. Four of these are new factories, while one Bisleri
factory has been equipped to manufacture Urzza. The company will source from two third-party
manufacturers based in Pune and Indore. He has put in a further ₹100 crore for marketing.
Chauhan says he entered the beverages market after realising that the buzz around the energy
drinks market did not match up to the sales. He finds it to be a latent market, one that is both a
challenge and an opportunity.
However, Harminder Sahni of Wazir Advisors is quite intrigued. “India is not a very fitness-
oriented country and we are mostly water drinkers. In fact, the upwardly mobile segment is such
that it needs to burn calories. I want to know what research companies do in order to arrive at the
conclusion that the Indian market is ripe for energy drinks,” he says.

54
India is not a fitness-oriented country and Urzza's target audience is the type that wants to burn
calories— Harminder Sahni, managing director, Wazir Advisors
Chauhan reasons, “People go in for new products because existing products are not doing well.
But Bisleri is growing at a good 25%. I could have let it continue. But Bisleri has a logistics
problem. It is costly to transport to far-off places. With Urzza, the logistical expense will be
lower since unit size is lower and revenue much higher.”
With the cost of an Urzza can coming to ₹6.25, and the estimated capital costs (electricity, land,
machinery) for producing one can amounting to around Rs 10-12, the input cost of producing is
not more than ₹20-21, says another Bisleri distributor. Currently, Bisleri derives revenue of ₹35
per Urzza can, excluding excise and sales tax, thus netting a cool ₹12-15 per can of Urzza. The
product is pushed to the retailer packaged as a six-pack at an average price of ₹40, leaving him a
neat ₹10 spread. Competitors such as Red Bull offer a 15-20% margin along with attractive
package deals; Bisleri will need to match these levels. In comparison, with Ebitda margins
hovering around 10% in the last three years, it can be estimated that a 1-litre bottle of Bisleri
water sold to retailers at Rs 20 fetches the company around ₹2 per bottle. Keeping these figures
in mind, it is not difficult to guess why Chauhan is looking to diversify.
Bisleri also may be suffering thanks to aggressive competition. A retailer based in Santa Cruz in
suburban Mumbai says, “During the summer season, my shop is filled with Aquafina bottles that
Pepsi provides me free of cost along with bottles of Pepsi and Mirinda. I don’t need to buy any
Bisleri at all.” However, Chauhan strongly denies any decline in market share. “The data showed
by Euromonitor only covers retailers. It doesn’t include the direct distribution that Bisleri does to
homes, corporates and the horeca (hotels, restaurants and canteens) segment,” he says.
Keeping it cool
Urzza is looking at a sweet spot betwen carbonated and energy drinks

55
Source: Euromonitor
But what is very clear is that though revenue is growing 20% every year, with ₹12 crore PAT on
revenue of ₹373 crore, the water business is not impressive enough.
With a balance sheet size of ₹142 crore in 2013, it is certainly bold on Chauhan’s part to invest
₹200 crore into Urzza. Chauhan aims to garner 10% of Bisleri’s volume sales by the end of one
year. “We aim to sell 24 crore cans of Urzza within one year and garner around ₹800 crore of
revenue,” says Chauhan.
While it’s too early to comment on the product’s commercial success, the very fact that Urzza
lacks a clear competitor, doesn’t conveniently fit into any pre-existing product category and
doesn’t advertise its source of energy, might go against the beverage. “Presently, market reviews
are 50% good and 50% bad. The 50% bad reviews are because consumers are accustomed to the
taste of Red Bull and Monster. It’ll take time for Bisleri to make inroads,” says a Mumbai-based
retailer. However, another retailer says that customers have started asking for Urzza after the
TVC has aired.
Chuahan, a brand veteran, is convinced that his product’s taste and pricing will click with
consumers. “They have the money and they want something extra. Urzza is a premium luxury
drink that fits the bill,” he says. What about the other players who are targeting the same
customer segment? “We do not have any competitors,” he reiterates. Only time will tell if this
brand veteran, indeed, has got the Midas touch.

56
Energy Drinks market in India continues to grow.
Demand for carbonated drinks influenced soft drinks manufacturers to continue their supply in
the market. But due to presence of sugar content and added flavor, soft drinks are becoming
unhealthy product for consumers in India and energy drinks suppliers are taking advantage of the
situation.
As compared to previous years, the retail sales data of energy drinks is growing as per the
demand of consumers across India. Earlier, soft drinks were only alternative to treat oneself in
summers, but now, market has numerous juices brands and energy drinks suppliers in India that
do not harm the health of the consumer. Moreover, sports people are consuming energy drinks
like an instant energy supplement drink on the go. They don’t drink or replace it with water to
stay hydrate, but instead they get surplus amount of energy whenever they feel low.
Why energy drinks India are taking over soft drink market share?
The answer is very simple. Carbonated or soft drinks have coke content that is harmful for
human body if one consumed it in excess. Energy drinks and juices are getting popular because
of health benefits. Soft drinks are unhealthy and can make the person obese, whereas energy
drinks are instant source of energy, which is especially used by runners and sportsmen on the
run. People working out in the gym also prefer energy drinks over soft drinks in India. As most
of the people are concern about their healthy living, so they switched to brands offering juices,
bottled water, and energy drinks over unhealthy soft drinks in India.

57
SWOT Analysis
Strength
 It is has been the brand name of Bisleri which is very reliable in Indian
market.
 Large scale involvement in College fests and events for promotion.
 Promotionals offers for the consumers.
 Low price energy drink.
 Non caffeinated energy drink.
Weakness
 There are no extra flavours. People always seek flavours in drinks.
 Taste needs to be improved .
 Low energy level due to absence of caffeine content.
Opportunity
 As it is a non-caffeinated drink.
 To capture the market of those people who are drinking red bull right now and are health
conscious.

58
Threats
 Lack of awareness in the market.
 Late entry in the market.
 Low cost can also be threat as it puts questions on the quality of the product.

59
OBJECTIVE OF THE STUDY
1. To know the consumer , whether they consume energy drink or not.
2. To analyze the major competitors in the market for the URZZA.
3. To know what factor influencing consumer to buy URZZA.
4. To study the impact of energy drink in market.
5. To study the satisfaction level of the consumer after having URZZA.
6. To perform of SWOT Analysis.
7. To study the Impact of the Campaign.
8. To understand the effectiveness of each medium used for Brand promotion & consumer
feedback on the product.

60
RESEARCH METHODOLOGY
Definition of Research: The word research is derived from the Latin word meaning to
know. It is a systematic and replicable process which identifies and defines problems,
within specified boundaries. It employs well designed method to collect the data and
analyses the results. It disseminates the findings to contribute to generalize able
knowledge.
The five characteristics of research are:
o Systematic problem solving which identifies variables and tests relationships
between them
o logical, so procedures can be duplicated or understood by others
o empirical, so decisions are based on data collected
o reductive, so it investigates a small sample which can be generalized to a
larger
o population
o replicable, so others may test the findings by repeating it
Research Methodology:-
The research conducted by Exploratory Research this type of research is Qualitative and
Quantitative. Qualitative refers to the characters of the data or process by which the data
are gathered.
The research process consists of closely related activities. Why a research problem has
been defined, in what way and why the hypothesis has been formulated, what data has
been collected and what particular method has been adopted and a host of similar other
question are usually answered when we talk of research methodology concerning a
research problem or study.
RESEARCH DESIGN-
The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project, popularly known as the research design.
Decision regarding what, where, when, how much by what means concerning an inquiry or
a research study constitute a research design. A research design is the arrangement of

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