QUA- The New Face of Mineral Water
Qua. Now is that aqua qua? Or Hindi for well?
Right from the foot of the Himalayas, this one liter of natural mineral water costs a fortune. Rs 40 is a fortune, isn't it? After all, the dear petrol costs less than liter of water in Saudi Arabia.
Fancy packing with display stands. Is that what the packaging company charging us for?
Apparently, the natural mineral water counts for 33% of the Rs 1,000 Cr bottled water industry. And as such the Narang Group, marketers and distribution partners for premium food and beverage brands in India like Red Bull, Perrier Sparkling Water and Illy Cafe launched its flagship product – QUA, last quarter.
With existing competition from two leading brands- Himalayas of Bisleri and Mount Everest from the Tatas, the brand hopes to set itself apart from the other with its unique packaging which many, in the industry and the consumers, have appreciated.
“The growing Indian economy and increasing disposable income has helped the consumers change their outlook towards high end brands. There is also trend for the consumers to be more health conscious. QUA caters perfectly to Indian consumers”, quotes Rahul Narang, MD & CEO.
What is surprising is that the Narang Group’s portfolio also handles Evian, another mineral water brand which originates from the Alps. But in contrast, the price shall definitely be the differentiator. Rs 100 vs. Rs 40.
The natural mineral water industry has seen a steady rise of 25% in its market share in the past decade from the then 10%. Let’s see what Qua can do.
Sahil Khan
[ratings]
[image courtesy: http://tinyurl.com/d9u277]
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