When one thinks of bottled water in India, Bisleri is the first brand that comes to mind. As a brand with a vast market presence that has reached households across the country, Bisleri has established a strong foothold in the sector a position achieved largely through effective advertising. Each of Bisleri’s ad campaigns uniquely positioned the brand to convey a clear message: if one is to drink bottled water, it should be Bisleri.
However, the Indian brand 'CLEAR Premium Water' is now rapidly carving out its own space in this market. CLEAR’s presence is notably expanding within the HoReCa (Hotels, Restaurants, and Cafés) sector. The HoReCa sector in India is growing steadily, driven by the rise of food blogging and the tendency of people to prefer dining out due to their busy schedules.
CLEAR’s expansion goes beyond mere bottled water sales, the brand is actively working to grow its product portfolio and distribution network within the premium water segment.
What does CLEAR’s marketing strategy entail ?
Marketing a daily use product like bottled water in a vast country like India where local brands are ubiquitous presents a unique challenge. From a consumer's perspective, water is a basic necessity. Consequently, simply claiming to offer "pure water" is insufficient for a brand like CLEAR, it needs to carve out a distinct identity.
To achieve this, CLEAR has focused on premium positioning. Instead of relying on mass sales in the general retail market, the brand has adopted a distinct marketing approach by establishing a presence in venues such as hotels, restaurants, and cafes. This strategy stands out because the retail market is typically dominated by either Bisleri or various local water brands.
Most bottled water brands in the Indian market feature cylindrical bottles. Furthermore, their labels are predominantly light green (like Bisleri’s) or dark blue, causing them all to look alike. To differentiate itself, CLEAR opted for unique packaging, its bottle is rectangular, and the label is vertical rather than round and features a striking red color. These three design choices make the CLEAR bottle instantly recognizable.
In the HoReCa sector, a customer does not merely purchase a product; they experience an entire dining journey. Consequently, factors such as bottle shape, packaging, table presentation, and the brand's visual identity become significant. In such settings, a water bottle transcends its role as a simple thirst quencher to become an integral part of a premium dining experience.
Product differentiation is another crucial aspect of CLEAR’s strategy. To offer consumers a compelling reason to choose the brand within the premium water segment, elements like natural mineral water, source, and origin are leveraged to craft a distinct brand story. The inclusion of a brand like KELZAI in the portfolio aligns with this strategic direction.
Distribution strategy plays a vital role here as well. Rather than aiming for mass market retail penetration, the brand’s positioning focuses on establishing a presence in venues that cater to premium consumers and offer a high end consumption experience.
On one hand, there are established giants that have dominated the market for decades, on the other, Indian brands like CLEAR are striving to carve out a unique identity within the premium segment.
India’s bottled water market has evolved beyond the product itself, it now encompasses brand positioning, packaging, distribution, customer experience, and the shifting expectations of consumers. CLEAR’s journey exemplifies this changing market landscape, where an everyday commodity is being elevated to a distinct position in the premium category through effective positioning and marketing strategies.