Emerging India a highly potent market for luxury drinking water: Hindustan Liquids
Emerging India a highly potent market for luxury drinking water: Hindustan Liquids

Hindustan Liquids, based in Mumbai is a strategic investment partnership that integrates unrivalled strategic capability in developing emerging markets throughout Asia. The brand has exclusive distribution agreements for premium brands in our core market such as Perrier. Their combined expertise in food and beverage, duty free, travel retail and premium off and on-trade makes the company a leading business in these rapidly growing markets.

Tell us about your business model.

Hindustan Liquids have a dedicated team of sales managers throughout India and supported by official Perrier brand ambassadors to drive growth and educate the market. We have worked on pan-India distribution for over 15 years and are leveraging this existing network to rapidly accelerate distribution; which will further mitigate the grey market. In addition, Hindustan Liquids have recruited over 25 sub-distributors as official Perrier partners.

Distribution is achieved by our own dedicated sales team and a network of partners. HORECA is a major drive focus as premiumisation works in this channel; however, e-commerce will be a significant growth platform and select retail. On-the-go consumption will be important. 

What different varieties of the flavoured products do you offer?

There are official products that are original 75cl and 33cl formats and a slim can.

Who are your target audiences?    

Naturally, flavoured water is a luxurious concept for the Indian market. We want to hit the fine-dine avenues and five stars that invite people, who believe in complete indulgence. I don’t think it’s limited to luxury, but a matter of choice in good health. Typically males/females in the age group of 25-44 years are looking to be individuals and challenge convention. They are hunters of individuality.

What are your price points and how fasterare they growing than others?

Our aim is to stabilise the pricing and bring pricing parity to the market. This will be a challenge in the short term until the grey market is under control. Pricing will be competitive and comparable to premium domestic brands.
What is the driving factor that propel the growth of your brand?

Perrier is a beauty and healthy drink captured in a bottle. It has always been a trusted and loved sparkling water and people have been craving for more such additions. The emerging India is a highly potent market for luxury drinking water. Our stylish packaging and quality will stand out at the right places.

What investment is involved?

Perrier will invest significantly over the next 5 years to drive demand. Budgets have been allocated for major launch campaigns throughout all the major metros, particularly with the launch of the new slim can.
What benefits do you offer to your investors/distributors in this segment?

We provide training for bartenders and staff, point of sale material and dedicated in-venue events / experiential. With the same we support by brand awareness and ATL campaigns / PR / Social media.

Are you marketing it as an alternative of fizzy drinks or another variant of water? Elaborate.

Sparkling water is not equivalent to fizzy drinks. It’s as natural as the air we breathe in and that’s what makes it unique. Perrier is wonderfully packed, fresh and bubbly water for those who want to enjoy good hydration.

What advantages do these flavoured products provide?

The most basic biological fact about humans is that their body composition requires water. It is perhaps the most important element of consumption as well. Perrier is natural packaged water that has its roots in a natural spring located in France. Water bubbles travel upwards and stay on the surface, forming a bond between earth and the spring. Even the flavoured varieties have only essential oils - no sugar or calories. It contains minerals like Potassium and Sodium that maintain healthy cholesterol levels on those who consume at least one litre every day.

What’s your expansion plan?               

Series of Perrier parties are planned throughout 2017 to communicate the brand positioning of extraordinaire. Goa will be the first major launch platform in 2017 followed by above the line activity in the major metros. Prior to that, Perrier will be an official partner at the Mumbai festival EAT PLAY LOVE in December 2016 with experiential activity tasting and pop-up bars.

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