Bisleri

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Bisleri Ltd.

Founded

1965

Headquarters Mumbai, India

Key people

Felice Bisleri (founder) Ramesh J. Chauhan (Chairman Bisleri International Pvt.Ltd.)

Products

bottled water

Parent

Parle Bisleri Ltd

Website

Official Website

Bisleri is a brand of bottled water in India. Bisleri has 60% market share in packaged drinking water in India. [1] It is available in 8 pack sizes: 250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre. Its operations run throughout the subcontinent of India and is one of the leading bottled water supplying companies in India. As of 2007, Bisleri has 8 plants & 11 franchisees all over India.
Contents
[hide]

1 Composition 2 History 3 References 4 External links

[edit]Composition
The composition of Bisleri Water in milligrams per litre (mg/l):

160-TDS 7.2-ph factor 13.6-Calcium 22-Chlorides 58-Bicarbonate 7.8-Magnesium 2-Nitrate 19.3-Sulphates 66.1-Hardness

[edit]History
Bisleri was originally an Italian company created by Felice Bisleri, who first brought the idea of selling bottled water in India. Bisleri then was introduced in Mumbai in glass bottles in two varieties bubbly & still in 1965. Parle bought over Bisleri (India) Ltd. in 1969 and started bottling water in glass bottles under the brand name Bisleri. Later Parle switched over to PVC non-returnable bottles & finally advanced to PET containers. In 1995 Ramesh J. Chauhan started expanding Bisleri operations. In 2003 Bisleri announced its venture to Europe.After that Ramesh J. Chauhan sold his stake to Wakharikar & Sons,but all operations are under Ramesh J.Chauhan. The brand name Bisleri is so popular in India that it is used as generic name for bottled water.

And this is how Parle Bisleri began

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According to the Bureau of India [ Images ]n Standards there are 1,200 bottled water factories all over India (of which
600 are in one state -- Tamil Nadu). Over 100 brands are vying for the Rs 1,000-crore (Rs 10 billion) bottled water market and are hard selling their products in every way possible -- better margins to dealers, aggressive advertising, catchy taglines.... In such a scenario, The Strategist takes a look at how it all started -- with Bisleri -- and how Ramesh Chauhan, chairman, Parle Bisleri created a market out of pure water. Excerpts from a conversation with Prerna Raturi:

Can I be honest? When we bought Bisleri mineral water from the Italian company, Felice Bisleri, in 1969 -- the
company had been unable to market bottled water and wanted to exit the market -- we too did not see any potential for the product at that time. As a soft drinks company, we had Thums Up, Gold Spot and Limca (cola, orange drink and lemonade) but no soft drink company was complete without a soda. So we merely used the name and launched Bisleri soda with two variants -- carbonated and non-carbonated mineral water. But three decades ago, what could we say about a category that had no market? We didn't know our target group. Then, since bottled water is colourless, tasteless and odourless, it was not an easy product to advertise. Thus, the earlier brand building efforts focused on Bisleri being healthy with adequate minerals. The Italian name added a dash of class to it. The first print ad campaign captured the international essence and showed a butler with a bow tie, holding two bottles of Bisleri. The punchline was, "Bisleri is veri veri extraordinari" (the spelling of the punchline was designed to capture the consumer's attention). The campaign was successful and we were being noticed as someone who catered to the need for safe, healthy drinking water. However, the real boost to mineral water came in the early-to-mid-1980s when we switched to PVC packaging and later to PET bottles. The PET packaging did not just ensure better transparency -- we could now show sparkling clear water to the consumers. It also meant better life for the water. Meanwhile, Bisleri soda was doing well but we had to discontinue production as we sold our soft drink brands to Coca-Cola in 1993. But my interest was in building brands and not in bottling soft drinks. That's when I started to concentrate on developing the Bisleri water brand. There was a clear opportunity of building a market for bottled water. The quality of water available in the country was bad. It was similar to what Europe faced before World War II. The quality of water in Europe was extremely poor, which created the bottled water industry there. In India, too, not only was water scarce, whatever was available was of bad quality. Initially, though bottled water was something only foreigners and non-resident Indians consumed, we still had to increase the distribution, which meant the dealer margins reduced. And because of limited sales, the dealer margin had to be kept high to compensate low sales. Now we had to push sales.

But to reach out to the masses, we had to make the category more affordable. The introduction of a comfortable-tocarry 500-ml bottle for just Rs 5 in 1995 not only answered that need, but also meant doing away with carrying the excess water or throwing it away if you were to buy a one-litre bottle. The idea was a success and gave the company a growth of 400 per cent. We also introduced the 1.2 litre bottle in 2000, which was aimed at those who share their water. This also gave us the advantage of higher margins that a crate (12 bottles) generated. With other brands joining the fray, things were hotting up -- the bottled-water market was estimated at Rs 300 crore (Rs 3 billion) and was growing at 50 per cent a year. Bisleri had captured 40 per cent of the market. We realised it was time to move to the next level -- the bulk segment. Several commercial establishments had no access to piped water. We tapped into this segment by introducing the 12-litre container, followed by the 20-litre can. The bulk segment also helped bring down the price per litre from Rs 10-12 a litre to about Rs 3 a litre. At present, the bulk segment constitutes 60 to 70 per cent of our sales and we intend to increase it to 80 per cent in the next two years. With water scarcity in several cities, even households are demanding bottled water now. The home pack was made more user-friendly by introducing pouring spouts and jars with dispensers. At the same time, we were constantly looking for new ways to tap the market. We noticed that during wedding receptions, the older guests (above 50 years of age) generally stayed away from ice cream, soft drinks and so on. Hence, we introduced free sampling of Bisleri at the tables where the elderly guests would sit. Soon customers were ordering bottled water on special occasions. Currently, the consumption of bottled water is far in excess of soft drinks on such occasions. The other major challenge was distribution. I still have the mindset of a soft drink seller. Soft drink sales are in glass bottles and the distribution model is built around picking up empty bottles and getting them back to the factory. That's not the case with the retail bottled water packs (below 2 litre). But a product that's not available where it's needed, is useless. The number of outlets where Bisleri is available has increased from 50,000 in 1995 to 2,00,000 at present. But that is not enough -- we need to keep looking for different avenues. Take stationery shops and chemists, for instance. They don't keep soft drinks but sell Bisleri. That is the kind of exclusivity we look for to get ahead of the distribution network that soft drink companies talk of. The journey till now 1969: Buys Bisleri bottled water from an Italian company, Felice Bisleri. It was bottled in glass bottles then. Early-1980s: Shifts to PVC bottles. Sales surge Mid-1980s: Switches to PET bottles, which meant more transparency and life for water. 1993: Sells carbonated drink brands like Thums Up, Gold Spot and Limca to Coca-Cola for Rs 400 crore.

1995: Bisleri launches a 500 ml bottle and sales shoot up by 400 per cent. 2000: Introduces the 20-litre container to bring prices down from Rs 10 a litre to Rs 2 a litre. 1998: Introduces a tamper-proof and tamper-evident seal. 2000: BIS cancels Bisleri's licence of a water bottling in Delhi [ Images ] since some of the bottles did not carry ISI label; the licence is restored one-and-a-half months later. 2002: Kinley overtakes Bisleri. The national retail stores audit by ORG-MARG show Kinley's marketshare at 35.1 per cent compared to Bisleri's 34.4 per cent. 2003: Prerna Raturi Source

Genericized trademark
From Wikipedia, the free encyclopedia

Intellectual property law

Copyright Patent Trademark Industrial design right Utility model Geographical indication Trade secret Authors' rights Related rights Moral rights Sui generis rights

Database right Mask work Plant breeders' rights Supplementary protection certificate Indigenous intellectual property Related topics

Criticism Orphan works Public domain more

A genericized trademark (also known as a generic trademark, proprietary eponym) is a trademark or brand name that has become thecolloquial or generic description for or synonymous with a general class of product or service, rather than as an indicator of source or affiliation ("secondary meaning") as intended by

the trademark's holder. Using a genericized trademark to refer to the general form of what that trademark represents is a form of metonymy. A trademark is said to fall somewhere along a scale from "distinctive" to "generic" (used primarily as a common name for the product or service rather than an indication of source). Among distinctive trademarks the scale goes from strong to weak:

"Arbitrary": having no meaning as to the nature of the product "Fanciful" or "coined": original and having little if any reference to the nature of the product or service "Suggestive": having primarily trademark significance but with suggestion as to nature of product "Descriptive": not just suggesting, but actually describing the product or service yet still understood as indicating source

"Merely descriptive": having almost entirely reference to the product or service but capable of becoming "distinctive".

A trademark is said to be genericized when it began as distinctive but has changed in meaning to become generic. A trademark typically becomes "genericized" when the products or services with which it is associated have acquired substantial market dominance or mind share such that the primary meaning of the genericized trademark becomes the product or service itself rather than an indication of source for the product or service to such an extent that the public thinks the trademark is the generic name of the product or service. A trademark thus popularized has its legal protection at risk in some countries such as the United States, as unless the owner of an affected trademark works sufficiently to correct and prevent such broad use its intellectual property rights in the trademark may be lost and competitors enabled to use the genericized trademark to describe their similar products.[1][2][3] Genericization or "loss of secondary meaning" may be either among the general population or among just a subpopulation, for example, people who work in a particular industry. Some examples of the latter type from the vocabulary of physicians include the names Luer-Lok (Luer lock) and Port-a-Cath (portacath), which have genericized mind share (among physicians) because (1) the users may not realize that the term is a brand name rather than a medical eponym or generic-etymology term, and (2) no alternate generic name for the idea readily comes to mind. Most often, genericization occurs because of heavy advertising which fails to provide an alternate generic name or which uses the trademark in similar fashion to generic terms. Thus, when Otis Elevator Company advertised that it offered "the latest in elevator and escalator design" it was using the well known generic term elevator and Otis's trademark "Escalator" for moving staircases in the same way, the Trademark Office and the Courts concluded that if Otis used their trademark in that generic way they could not stop Westinghouse from calling its moving staircases "escalators", and a valuable trademark was lost through "genericization."

The evolution of the naming conventions of the pharmaceutical industry is linguistically interesting because it systematically avoids genericization confusion for new drug names. New drugs today have both trade names and generic names right from the beginning of their commercialization. Thus genericization examples such as aspirin, panadol, and heroin, which originated in an earlier era of drug naming practice, are less likely to occur today. Given that nowadays many new drugs are commercialized each decade, having a way to control naming clarity is important.
Contents
[hide]

1 Examples 2 Legal concepts

2.1 Avoiding genericide

3 Protected designation of origin 4 See also 5 References 6 Further reading 7 External links

[edit]Examples
Main article: List of generic and genericized trademarks A few examples of trademarks that have lost their legal protection in the US are:

Aspirin, originally a trademark of Bayer AG Butterscotch, originally a trademark of Parkinsons Escalator, originally a trademark of Otis Elevator Company[4][5][6] Heroin, originally a trademark of Bayer AG Kerosene, originally a trademark of Abraham Gesner Phillips-head screw, named after Henry F. Phillips Pogo for the toy Pogo stick[6][7] Thermos, originally a trademark of Thermos GmbH Tipp-Ex, originally a trademark of German manufacturers Tipp-Ex GmbH & Co. KG Yo-yo, originally a trademark of Duncan Yo-Yo Company Zipper, originally a trademark of B.F. Goodrich[6][8]

While Linoleum, coined by its inventor and patent holder Frederick Walton, is the first product ruled by a court as generic, it was never trademarked.[9] Other trademarks have come close to genericization, but have been rescued by aggressive corrective campaigns. Such is the case with Xerox for copiers, Plexiglass for shatter-resistant polymer glass,Kleenex for facial tissues, and others. A trademark owner takes a risk in engaging in such a corrective campaign because the campaign may serve as an admission that the trademark is generic.[citation needed] So, the owner must irreversibly commit to continuing the campaign until he or she is relatively sure the trademark has achieved primary meaning as a trademark rather than as a common name of the product or service.

[edit]Legal

concepts

Whether or not a mark is popularly identified as genericized, the owner of the mark may still be able to enforce the proprietary rights which attach to the use or registration of the mark, so long as the mark continues to exclusively identify the owner as the commercial origin of the applicable products or services. If the mark does not perform this essential function and it is no longer possible to legally enforce rights in relation to the mark, the mark may have become generic. In many legal systems (e.g., in the United States but not in Germany) a generic mark forms part of the public domain and can be commercially exploited by anyone. Nevertheless, there exists the possibility of a trademark becoming a revocable generic term in German (and European) trademark law. The process by which trademark rights are diminished or lost as a result of common use in the marketplace is sometimes known as genericide. This process typically occurs over a period of time where a mark is not used as a trademark (i.e., where it is not used to exclusively identify the products or services of a particular business), where a mark falls into disuse entirely, or where the trademark owner does not enforce its rights through actions for passing off or trademark infringement. One risk factor which may lead to genericide is the use of a trademark as a verb, plural or possessive, unless the mark itself is possessive or plural (e.g., "Friendly's" restaurants).[10] Some trademarks are so well known that they are understood as trademarks even when used generically, and the generic use is deliberately made in ads to emphasize that fact ("COKE is it" or "When you say BUDWEISER, you've said it all.").

[edit]Avoiding

genericide

Trademark owners will naturally seek to maximize the popularity of their marks. However, generic use of a trademark presents an inherent risk to the effective enforcement of trademark rights and may ultimately lead to genericide. Trademark owners may take various steps to reduce the risk of genericide, including educating businesses and consumers on appropriate trademark use, avoiding use of their marks in a generic manner, and systematically and effectively enforcing their trademark rights. If a trademark is associated with a new invention, the

trademark owner may also consider developing a generic term for the product to be used in descriptive contexts, to avoid inappropriate use of the "house" mark. Such a term is called a generic descriptor, and is frequently used immediately after the trademark to provide a description of the product or service. For example, "Kleenex tissues" ("facial tissues" being the generic descriptor) or "Velcro Brand fasteners" for Velcro brand name hook-and-loop fasteners. Another common practice amongst trademark owners is to follow their trademark with the word brand to help define the word as a trademark. Johnson & Johnson changed the lyrics of their Band-Aidtelevision commercial jingle from, "I am stuck on Band-Aids, 'cause Band-Aid's stuck on me" to "I am stuck on Band-Aid brand, 'cause Band-Aid's stuck on me." Google has gone to lengths to prevent this process, discouraging publications from using the term 'googling' in reference to web-searches. In 2006, both the Oxford English Dictionary[7] and the Merriam Webster Collegiate Dictionary[11]struck a balance between acknowledging widespread use of the verb coinage and preserving the particular search engine's association with the coinage, defining google (all lower case, with -le ending) as a verb meaning "use the Google search engine to obtain information on the Internet". Where a trademark is used generically, a trademark owner may need to take special proactive measures to retain exclusive rights to the trademark. Xerox corporation was able to generally prevent the genericide of its core trademark[12] through an extensive public relations campaign advising consumers to "photocopy" instead of "xerox" documents. One example of an active effort to prevent the genericization of a trademark was that of the LEGO Company, which printed in manuals in the 1970s and 1980s a request to customers that they call the company's interlocking plastic building blocks "'LEGO blocks' or 'toys' and not 'LEGOs'." While this went largely unheeded, and many children and adults in the U.S. referred to the pieces as "LEGOs", use of the deprecated term remained largely confined to the LEGO Company's own products and not, for example, to Tyco's competing and interchangeable product so genericization of the LEGO trademark did not occur.

[edit]Protected

designation of origin

Since 2003, the European Union has actively sought to restrict the use of geographical indications by third parties outside the EU by enforcing laws regarding what is known as "protected designation of origin".[13] Although a geographical indication for specialty food or drink may be generic, it is not a trademark because it does not serve to exclusively identify a specific commercial enterprise, and therefore cannot constitute a genericized trademark. The extension of protection for geographical indications is somewhat controversial because a geographical indication may have been registered as a trademark elsewhere. For example, if "Parma Ham" were part of a trademark registered in Canada by a Canadian manufacturer, ham manufacturers actually located

in Parma, Italy might be unable to use this name in Canada. Bordeaux wines, cheeses such as Roquefort, Parmesan, and Feta, Pisco liquor, and Scotch whisky are examples of geographical indications. In the 1990s, the Parma consortium successfully sued the Asda supermarket chain to prevent it using the description "Parma ham" on prosciutto produced in Parma but sliced outside the Parma region.[14]

Bisleri, Tata all set to tap into foreign market

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Mumbai: After dominating the Indian mass packaged drinking water market with a 60 per cent share, Bisleri is all set to make a splash abroad. In the next few months, it will start exporting Bisleri Mountain Water to take on the likes of French brand Evian in the premium packaged drinking water space. Now that we have launched Bisleri in a new hexagonal bottle, it is getting a lot of appreciation. Well soon be launching it in Europe and America in 2-3 months time, says Chairman, Bisleri International, Ramesh Chauhan. Chauhan says Bisleri is aiming for at least $ 3 - 4 million of sales in the first year. However, Bisleri isn't eyeing the lucrative foreign market alone. The Tatas, too, want to go abroad with the revamped Himalayan mountain water brand. The company plans to introduce new products like flavoured and sparkling water, both in the domestic and the international markets. We would be looking at the entire consumer pyramid which straddles every kind of product offering, but that has to be on the plank of wellness. So that's the platform we are creating, CEO, Mount Everest Mineral Water, Pradeep Poddar says. Bisleri, too, plans to launch its own brand of flavoured water by the end of the year. And certainly, for the Indian companies that have so far been restricted to India's $ 500-million market, quenching the thirst of billions of more customers makes great business sense. (With Nachiket Kelkar)