Under Jayanti’s leadership, Bisleri has strengthened its market position and embraced innovation from opening a Mumbai office to focusing on premium product launches.
Jayanti Chauhan, the only daughter of Bisleri International’s owner Ramesh Chauhan, has emerged as a remarkable leader by transforming the fate of India’s leading bottled water brand. Once disinterested in her father’s business, Jayanti not only took charge when the company was on the brink of being sold but also propelled it to greater heights with her innovative strategies and leadership.
Bisleri’s Market Dominance
For over five decades, Bisleri has dominated India’s bottled water market, holding a 32% market share. The brand operates 122 plants across the country, with a robust distribution network of over 4,500 distributors. Its business footprint extends beyond India, with operations in Dubai and Abu Dhabi.
In the 2022–23 financial year, Bisleri International reported a revenue exceeding Rs 2,300 crore, and the company’s brand value is estimated at over Rs 7,000 crore. Despite this success, Bisleri once faced the possibility of being sold—a turning point that led Jayanti to step up.
Bisleri Vs Campa-Cola Vs Pepsi Vs Tata Consumer
Reliance Consumer Products Ltd.’s Campa Cola, relaunched in 2022, is disrupting India’s fizzy drinks market. Recently, Campa Cola has gained significant traction by offering a range of pack sizes and flavors at prices lower than established players like Coca-Cola and PepsiCo.
Tata Consumer Products Ltd. (TCPL) has also been affected, particularly its NourishCo Beverages portfolio, which includes products like Tata Gluco Plus and Tata Water Plus. To face the competition, TCPL has planned to launch new flavors, pack sizes, and formats for Gluco Plus starting in November, aiming for a return to 25-30% growth for NourishCo by Q3 of the current financial year, according to media reports.
PepsiCo has also ramped up consumer promotions across grocery stores and quick-commerce platforms, showing how Campa Cola’s entry is reshaping marketing strategies industry-wide.
To counter Campa Cola’s aggressive pricing, Coca-Cola India has reduced the price of its 400 ml bottle by ₹5, bringing it down to ₹20 to match Campa Cola’s 500 ml PET bottle.
Ratan Tata’s Offer To Bisleri
Jayanti began assisting her father with Bisleri’s operations. However, she showed little interest in taking over the business. Her lack of enthusiasm led Ramesh Chauhan to consider selling the company. The Tata Group entered into discussions to acquire Bisleri, with reports suggesting a potential deal worth Rs 7,000 crore. Despite multiple negotiations, the deal fell through, leaving the company in limbo.
This marked a turning point for Jayanti Chauhan. Realizing the importance of her father’s legacy, she changed her mind and convinced him to withdraw the decision to sell the company. She took over the charge and never looked back.
Jayanti Chauhan Revived Bisleri
Taking over in 2022, Jayanti introduced bold strategies to reinvigorate the brand. She launched new products like Vedica, a premium bottled water range, and diversified the portfolio to include Fizzy Fruit Drinks. Jayanti also restructured the company’s operations, focusing on plant renovation and automation, revamping HR, sales, and marketing teams, expanding the brand’s presence in premium segments.
In a notable move, she secured a partnership with the Gujarat Titans IPL team, making Bisleri their hydration partner for three years.
Jayanti’s Unique Journey
Jayanti’s path to leadership was unconventional. She holds degrees in Product Development from the Fashion Institute of Design and Merchandising, Los Angeles, Fashion Styling from Istituto Marangoni, Milan and Fashion Styling and Photography from the London College of Fashion. Despite her background in fashion, Jayanti demonstrated exceptional business skills, successfully transforming Bisleri through challenging times.
Today, Bisleri continues to dominate the market, cementing its legacy as a household name in India and beyond.