How Jayanti Chauhan took Bisleri to the Next Level in 7 Bold Moves!
- Jayanti Chauhan, Vice Chairperson of Bisleri International, has revitalized the brand post a failed acquisition by the Tata Group.
- She introduced new carbonated drinks, expanding Bisleri’s presence in the competitive beverage industry.
- With a market share of 32% in the bottled water sector and Rs 2,300 crore in revenue, Jayanti’s leadership blends global perspectives, strategic innovation, and a personal touch.
- Her efforts position Bisleri to challenge industry giants like Reliance and Tata while eyeing domestic and international growth opportunities.
A Fizzing Expansion
Under Jayanti’s leadership, Bisleri has ventured into the carbonated drinks market with the introduction of three new flavors:
- Rev
- Pop
- Spyci Jeera
These new offerings join the existing Bisleri Limonata, expanding the brand’s footprint in the beverage industry. This bold move positions Bisleri directly against giants like Reliance, which is attempting a revival of the iconic Campa Cola brand.
Data Points and Market Impact:
- Market Share: Bisleri currently holds up to 32% share in India’s organized water bottle sector
- Revenue: In FY23, Bisleri’s revenue was approximately Rs 2,300 crore, with a sales growth of 40%.
- New Products: The carbonated drinks are aimed at capturing the youthful market, which represents 66% of India’s population.
Facing Industry Giants
Jayanti’s strategic pivot into the soft drink market comes at a time when competition is fierce. Here’s how she’s positioned against key players:
- Reliance: With the reintroduction of Campa Cola, Reliance aims to shake up the market. However, Bisleri’s new products could disrupt these plans.
- Tata Group: Post the failed acquisition, Tata has fortified its water portfolio with brands like Tata Copper+ and Himalayan, setting the stage for an intense rivalry.
Jayanti Chauhan: The Person Behind the Brand
At 42, Jayanti has been with Bisleri since she was 24, initially focusing on sales and marketing. Her journey includes:
- Education: She studied Product Development at FIDM, Los Angeles, Fashion Styling at Istituto Marangoni, Milano, and Arabic at SOAS, University of London.
- Global Influences: Having lived in Delhi, Mumbai, and New York, she brings a global perspective to her role.
- Personal Interests: Jayanti is known for her love for travel and animals, adding a personal touch to her leadership style.
The Future of Bisleri
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Rajat N
Web Designer and Digital Marketing Manager with 3+ years of experience at Vibrant Marketer. Skilled in crafting visually appealing and user-friendly websites. Also proficient in content writing and graphic design to enhance brand visibility.