For example, typical usage is during traveling, on picnics or excursions offices etc. They perceive it to be healthier compared to tap water. Bottled water is slowly becoming a substitute for the carbonated soft drinks. In drinking bottled water is also a status symbol and therefore serves to satisfy the psychological needs of the consumer. As such, bottled water marketing is becoming a huge success and offering a lot of opportunities for growth. .
Bottled-water consumption now reflects a certain way of life as the habit reaches around the world. The most promising markets for bottled water are in Asia and the Pacific, with an annual increase of 15 percent from 1999 to 2001.The fact that bottled water is sought by a customer most importantly with a focus of purity in mind has given rise to a great deal of emphasis on ensuring legislative cover for the industry.
The Indian government has separate standards for packaged drinking water and packaged natural mineral water. The standards that are set have to be adhered to if the manufacturer wants to use the ISI mark on its products. The major differences in standards are highlighted in Appendix (put chaitnya's appendix number related to standards for mineral and bottled waters)below: .
The standard specifications provided by the Indian government deals with the various parameters to be tested and requirements to be made regarding the presence of various microorganisms. .
Market Structure.
If we look at the global scenario, mineral water is a USD 22 Billion industry on the global front. The major players in the international arena are Evian, San Pellegrino, Volvic. These are owned by either Nestle or Danone.
Europe is by far the leading market in terms of per capita consumption with Italy the leader at around 150 liters per annum . .
Comparatively, the Indian market is in its infancy. Per capita consumption is only about 0.5 liters per annum.
Presently there are more than 100 companies in the Indian bottled water sector; however there are very few national level players.