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"We are working on making exclusive water outlets"

By Nabamita Chatterjee | March 04, 2016

Bottled water in India has a projected CAGR of almost 30% between 2012 and 2017. With present turnover of around Rs. 25+ crore,'O2rise' and'PumpUp' is looking at Rs.50 crore for the next financial year.


Mineral water, a very important category in the FMCG market is growing at a fast pace with entry of various new brands.'O2rise' and'PumpUp' from Weaver Aqua Everflo within a short span of time has attracted consumers attention and also got it shortlisted by The Indian Railways. Nabamita Chatterjee from Point-of-Purchase chats up with Sunil Jain, Director, Weaver Aqua Everflo to know more about their retailing plans. Read on.

Tell us about your journey so far?


In the year 2001, we decided to launch our own brand under the name of "O2rise". We started with a small capacity and in 2008 we set up our second unit in the outskirts of Mumbai as an expansion to cater towards the growth and meeting the market requirements. In 2010, we launched our second brand called "PumpUp" and got it shortlisted in the Indian railways. Looking at the geographical requirement of the Indian Railways which is pretty vast, we started putting up franchise units across different places in Maharashtra like Pune, Nagpur, Sholapur, Amravati, Surat, Baroda, Ahmedabad, Indore, Bhopal, Raipur and many more places considering the significance of the market. Looking at the plan of expanding our presence across India, we have already captured the western region and the target for the second phase will be the North region like Rajasthan, U.P and Delhi and post that will move on towards the East and South zone as well.

It is a brand in making, and we have followed the same motto from day one and that is why we have gone so far.

How would you define your USP and value additions? Are you planning any new concept for better connectivity with your shoppers?


The USP is our network and the characteristics we offer with our product. Recently, we have launched "O2rise" mineral water which has added minerals in it like potassium, sodium and magnesium. We will soon launch "O2rise Gold" which will have premium packaging and will target the niche audience. Looking at the basic retail strategy, it should be a balance of proper margin to the retailer with an efficient supply chain. We believe in giving higher margins to the retailer and keeping a low margin for ourselves. Also, social media has been a great platform to connect with everyone and soon we are also coming up with our own app which will connect us directly with the shoppers.

Where are your products available? What is your plan for modern trade and general trade?

O2rise is available across the retail markets and also among the institutions and corporates. We are available in states like Maharashtra, Gujarat, Chhattisgarh, Madhya Pradesh and very soon in Rajasthan also. Looking at the plan for modern and general trade, we have different teams which handle both trades. The client list for general trade is huge and vast. In general trade, the entire network is involved which includes distributors, dealers and retailers. In modern trade, our focus is towards high end services and providing end to end operations.

Could you tell us about some of your in-store initiatives such as displays, promos etc. How do you think these influence the shoppers?

We do have brand promotions in malls across the states in which we are present. We try to explain the benefits of drinking O2rise, so that more awareness is created. As regard to display in the shops or retail, we have exclusive outlets which are our loyal outlets and have been associated with us more than a decade now. You will be able to find exclusive branding of O2rise in terms of banners, danglers and special scheme for consumers in these outlets.

Please share any interesting retail promotion plans that you have in the pipeline to connect more with your shoppers?

There are couple of things we are working upon like making exclusive water outlets which will sell our products, where the demand is huge. To cater the demand, we will have single point of contact for all the consumers and also have a second concept of introducing mobile wending vans which will be selling our products. These vans will have an exclusive design to attract the consumer which will be appealing with a fancy water shaped design or a big empty bottle added on the top and will be located across all the prime locations in Mumbai.

What is your present turnover & the target for the next financial year?

Our present turnover is around Rs. 25+ crore and we are looking at Rs.50 crore for the next financial year.

How encouraging is the market growth for a brand like yours in India?

We feel there is potential for strong growth for a brand such as ours. Bottled water in India has a projected CAGR of almost 30% between 2012 and 2017. It is very encouraging and this is just the beginning, the market growth has just started. The scope is beyond limit.

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