Bisleri Enters the Energy Drink Market with Great Tasting URZZA

Bisleri Enters the Energy Drink Market with Great Tasting URZZA

  • The company targets to sell 10 million cases in the next 1 Year
  • First time in India, an energy drink will be available in PET bottles

Mumbai, 06 September, 2014: Bisleri International Pvt. Ltd; pioneers in the bottled water segment, announced their foray into the energy drink segment with URZZA. With this launch, Mr. Ramesh Chauhan, Chairman Bisleri International, marks his re-entry into the Carbonated Soft Drinks (CSD) segment 22 years after selling iconic soft drink brands like Thums-Up, Limca, Gold Spot, and Mazza. Positioned as a great tasting ‘Liquid Charger’, Bisleri URZZA is the first energy drink to be available in PET bottles in India. The non-caffeinated energy drink will have a pan-India roll out by mid-September.


A first-of-its-kind product in the energy drinks segment, URZZA is positioned as ‘Great Tasting Non-Caffeinated Energy Drink’. URZZA will be available in 250 ml cans and 300 ml PET bottles priced at Rs. 50 each. Being promoted as anytime and anywhere drink, URZZA is set out to create a new segment by making energy drinks more acceptable for any-occasion-consumption. Its unique flavor has been carefully crafted to be liked by all age-groups.


Making the announcement, Mr. Ramesh Chauhan, Chairman, Bisleri International Pvt Ltd said; “We are very excited to re-enter the category which we exited 22 years back. We have always believed in coming up with innovative offerings for our customers suiting their needs and preferences. URZZA is our dream project backed up with years of research and aspiration to offer our consumer something unique and refreshing. With the launch of URZZA, we intend to create a completely new segment combining the aspects of a CSD and an energy drink. We are very optimistic on significantly exploding the energy drink segment in the country. ”


Adding further he said; “Consumers today are looking for different choices. Bisleri as a brand is well known for offering convenience packing to its consumer. Following the similar trend URZZA will be the first energy drink available in PET bottles to aid individual consumption. We are looking forward to sell 10 million cases of URZZA in the next 12 months, contributing 10 percent of the company’s sales.”


URZZA will be riding on Bisleri’s distribution strength of over 5 lakh outlets. URZZA will be rolled out nationally targeting major metros, mini metros, towns and rural markets. The product will be available in the general trade/retail segment, modern trade outlets, corporate and college canteens, multiplexes, airports, bars, clubs, restaurants, mom and pop stores, grocery store, etc. The company has also planned an extensive 360 degree marketing campaign involving television, print, digital, outdoor, etc. which will kick-off by mid-September.


Bisleri currently leads the mineral water category in India with 60% market share and is growing that on year at the rate of 26% per annum. Bisleri has pioneered in seeing trends in the industry by introducing different pack size for every drinking need. It’s the only brand in the beverage category to have more than 8 different pack sizes.



About Bisleri International Pvt Ltd: Founded in Italy, Bisleri started its mineral water operations in India in 1965. Packaged in glass bottles, it was the first brand of bottled mineral water in India. The Parle Beverage Company, known for brands like Thums-up, Limca, Goldspot and Maaza, bought Bisleri from its Italian owner in 1969. Bisleri is known to the Indian market as an industry pioneer. Bisleri has set trends in the industry by introducing a different of pack size for every drinking need. It’s the only brand in the beverage category to have more than 8 different pack sizes under a single brand name. Bisleri currently has 60% share of the organized mineral water category in India and is growing with an average year on year growth rate of 26% per annum. Powered by a network of 13 own plants, 34 Co-Packers and 16 Franchises, it covers a retail base of more than 5 Lac outlets.


For further information, please contact


Bisleri International Pvt Ltd:

Ms. Sharmila Sandeep| Manager Marketing

Ms. Saumya Batra | Assistant Manager Marketing





Deepika Pant | Assistant Image Manager

Contact :  +91-9867221046 |






Rajendra Ganotra is the Editor of Spicy Stars Mumbai

You must be logged in to post a comment Login