PACKAGED DRINKING WATER INDUSTRIES IN MP

Transcription

1 PACKAGED DRINKING WATER INDUSTRIES IN MP CHAPTER - 7 INDORE BOTTLED WATER MARKET Rapidly growing market with packaged drinking water comprising 90% and natural mineral water 10% of the total market Market Pouches lead the sales of Packaged Drinking Water while imports of Natural Mineral water making a surge over exports. Rise in income and consumption, Sound economics and high profitability, Water shortage and low bottled water consumption, Increasing consumer awareness on health issues, Increase in water borne diseases, Drivers & Challenges population MP Archaic government laws supporting groundwater exploitation, Growth in foreign visitors and expatriate Challenges: Inefficient transport infrastructure, Low-entry barriers and threat of low-quality products, Possible threat from public campaigns and litigation, Brand & category differentiation, Increasing use of water purifiers Recent Brand Building activity Continued focus on institutional sales Trends Wide packaging formats New entrants from other industries, especially retail and hospitality Launch of Flavored water Possible export of Himalayan natural mineral water Packaged Drinking Water segment Fiercely competitive and includes a sizeable unorganized sector Competition Bisleri, Coca Cola, PepsiCo and Manikchand are market leaders Natural Mineral Water Segment Increasing competition with equal market share in Indore. Table No Industries of Indore Total No. of Manufacturers 80 As per the Analysis there are 80 Packaged Drinking Water Industries operated in the Indore City which are rapidly increasing day by - day and covers 80% of the market share in the city as compare to the other industries. In Indore there is also toughest competition among these industries and among on Branded water also i.e. the major players in the market such as Bisleri, Aquafina, Kinley, Mc Dowell, Bailey etc. they are also getting tough competition from local industries as well. Indore is a developing city which consist of good purchasing powers among the consumers as well as shortage of safe and healthy water it intends the pubic to buy the packaged drinking water which is the reason behind the growth of this industry which is at top level of growth. Table No Classification Of Industries No. of Manufacturers Major Players BIS Certified IMC Certified

2 As discussed earlier Table No. 7.2 Shows the Classification of Industries about their division according to their certification. In Indore there are Six major Players which are also BIS Certified other than there are 29 BIS Certified Local Industries and 45 Indore Municipal Corporation Companies who are doing business in the Indore City. In the market of Indore Major Players and BIS Certified Companies are Playing Better role and providing Healthy and safe water on the other side IMC certified companies they are selling chilled water in canes but in survey of most of the industries the water is not purified and filtered it is raw water only which is only chilled by Refrigerated Machines. Total No. of Pouch Pouch + Bottle Table No Range of Product Bottle Bottle+ Pouch +Jar+ Jar Cane Jar + Manufacturers Jar Bottle Cane In the market of Indore there are various ranges of products available in the market which are shown in the table. There are 80 Packaged Drinking water industries who are manufacturing different ranges of product which are categorized in various ranges as per their production such product ranges are Pouch, Bottles, jars etc. By this tabulation there are 5 Manufacturers of water Pouches, 11 Manufacturers of Pouches and bottle, 11 Manufacturers of Bottle and Jar, 11 Manufacturers of Pouches, Bottles and Jars, 10 Manufacturers of Jars, 26 Manufacturers of Canes and 6 Manufacturers of Jar and Cane. By this analysis the cane Manufacturers have good market share as compare to others. The Range of products also plays an important role in growth of sales as well as create an marketing strategy. The Range of products creates an image in front of the consumer and it also helps the consumer to purchase the products according to their buying power and select the product according to its utility. Table No Production Capacity Capacity No. of Manufacturers Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr

3 Production Capacity Number of Manufacturers Ltr/Hr Ltr/Hr Ltr/Hr Capacity per litre Ltr/Hr No. Of Manufacturers This table shows the Production capacities of various Packaged Drinking Water Industries which starts from 500 ltr/hr to ltr/hr. the major players such as Bisleri, Aquafina, Bailey, Mc Dowell etc have the water purifying machine i.e. RO having the capacity of ltr/hr on the other hand local manufacturers which are BIS Certified having the capacity starts from ltr/hr and the small manufacturer is having the capacity starts from ltr/hr. This production capacity also shows the demand of the packaged drinking water in the market. It is also analyzed that the cane water i.e. chilled water production is increasing day by day excluding bottled water one of the reason behind the production of chilled water is the low price and more quantity with no filtration process and less investment on setup of plants. Table No Distribution Of Production Capacity Of Manufacturers With The Type Of Variants Capacity Pouch No. of Manufacturers Bottle + Pouch Jar Cane Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr Ltr/Hr 6 3 As shown in the table no. 7.5 the production capacity is distributed according to the variants produced by the manufacturers of Packaged Drinking water. The Pouch Manufactures have the production capacity of ltr/hr where as Bottle Manufacturers is having the production capacity of ltr/hr, Jar

4 manufacturers having the production capacity of ltr/hr same as with bottle manufacturers and canes manufacturers are having the capacity of ltr/hr. If we talk about the distribution there is huge demand of the drinking water Pouches and Bottles around 30 manufactures producing the Bottles and Pouches with different brands excluding the major players. In Pouch Easeau, Blue Drops, Aqua care, Yash, are familiar local brands nad Bottles Health Plus, Easeau, Yash, City Choice, Neer Pari are familiar local brands. Table No Information Related To Product Quantity of Major Players BIS Certified IMC Certified Machines RO 6 29 Filtration Plant Yes Yes 26 Micro Lab Yes Yes No Chemical Lab Yes Yes No Chilling Plant Yes In Indore there are 80 Manufacturers of Packaged drinking water. As shown in table the quantities of water processing machines i.e. Ro Plants, Filtration Plants, Micro Labs, Chemical Labs, Chilling Plants etc. are installed in various industries. In this manipulation only 50% of the producers are having RO Plants, Filtration Plants, Micro Labs and Chemical Labs these manufacturers comes in the category of BIS Certified which maintain their quality according to Government norms. On the other hand there are IMC certified local manufacturers in which 30% of them are having BIS Certification, 24% of them are having IMC Certification with filtration units and 20% of them are having Micro and Chemical Lab. Table No Market Supply Coverage Distributors Pouch No. of Manufacturers Bottle Jar Cane Pvt. Companies Govt. Departments Pan Shops Kirana Shops 6 16 Ever fresh Hotels 8 Restaurants Retail Stores 8 23 Malls Chemist Shops 6 20 Wine shops(ahatas) Miscellaneous

5 This table is totally based on Total market supply coverage among the various sectors which can be classified in 3 categories : Residential, Commercial and Government. There is huge supply of bottled water in all 3 categories. The vast market supply of Packaged Drinking water are Pvt. Companies, Pan Shops, Malls, Retail Stores, Wine shops(ahatas) therefore they are the distributors which are selling the water to consumers. The manipulation of the table is based on supply of Pouch, Bottle, Jar and Canes. The supply coverage of the Manufacturers are as follows: 10% are Pouch Suppliers 20% are in Pouch and Bottle 35% are in Pouch Bottle and Jar suppliers 18% are in Jar suppliers 34% are in canes which are IMC certified By this manipulation there is huge supply of Packaged Drinking water at large level and having the toughest competition among them. This table also shows the distributors who are selling the various brands of packaged drinking water of various industries. The packaged drinking water sold by retailers also show that they sold only two variants.i.e. pouches and bottles with better margins provided by the industries. Table No Government Control On Manufacturers No. of Manufacturers 80 Norms BIS Certified IMC Certified Major Players ISI IS Yes No Yes Inspection Yes No Yes Rules Followed Yes No Yes Inspection Time 3-6 Months No time No Yes Licence Time Limit 1 Year Yes Yes Yes Quality Control U.V. Disinfected Yes No Yes This table shows the status of government control on the Packaged Drinking water Industries as well as the control of Government on this industries. Here the analysis is based on the following: Inspection Government Rules and Regulation Inspection Time Duration License Time Limit Quality Control Level By having these bases the industries of Packaged Drinking water have to follow the rules, norms and regulations made by the Government of India. These rules are followed only by the BIS certified industries i.e. 32 % of the industries are having quality norms and on the other hand IMC Certified Companies have no

6 control of the Government and doing their business by maintaining their own rules. The Government should have to control these industries so that water supplied to consumers is safe in quality in the sense they are paying for it. In the present status of Government control there are only 22% companies which are following norms at a shameful ratio. The Cane Water we are drinking has no quality norms, rules and regulations of the government they are maintaining their own rules that are how to make the public fool by giving raw water. Table No Tax Levied On Manufacturers Major Players Bis Certified IMC Certified Fixed Tax 13.50% 13.50% 13.50% Excise Duty No No No Tax Applicable on Narmada Water Yes Yes Yes Tax on Raw Matiearl Yes Yes Yes Rebate of Tax No No No Limit Band Yes Yes No Tax Payer Yes Yes Yes This table represents the tax levied on the manufacturers of Packaged Drinking water. According to the State Government and Government of India the Tax levied on Packaged Drinking water industries is 13.5% Vat in any situation. In the analysis the tax is paid by all the industries but tax paid is not in the proper assessment shown or matched by the market supply. In this case only Major Players are genuine tax payers. If we talk about the local industries 40% of them are tax payers and remaining of them are paying tax but not actual figures all are saving tax through the wrong way. I have talked with most of the manufacturers they are having information of tax but no answer how much they are paying. As this industry is growing day by day it is the creation of revenue to the government but our Indian government does not need revenue and don t want to make control on them. The measures are to be made by the Government to enable the industries to pay the proper tax. Table No Total Sales Per Day No. of Manufacturers 80 Sales level Pouch Bottle Jar Cane 5000 > > > > > > > > >

7 Total Sales Per Day Number of Manufacurers > > > > > Pouch Bottle Jar Cane sales Level The Packaged Drinking water is solid market if a industry coordinate with the marketing strategies, quality and services it results good sales as well as good turnover also. This table represents the market of Indore in the point of view of sales of the industries of Packaged Drinking water Industries. If we talk about the consumption of water it is on the highest rate in all the sectors i.e. Retail Sector, Commercial, Pvt. Sector, Government Sector and Residential. The figure of the sales shows the tremendous growth in average sales of the manufacturers among the other products. The manipulation of the average sales as shown in the table is as follows ; 25% of the Industries are in the range of Rs > per day. 15% of the Industries are selling the Pouch and are in range of Rs > per day. 60% of the Industries are major Players and BIS Certified and are selling in the range of Rs > per day. This is the industry which is having 300 % profit margin and is on the boom time as well as it is also satisfying the basic need of public by selling safe and healthy water. This sales figure also shows how this market is growing day by day in Packaged Drinking Water Industry. In the table it is also analyzed that the chilled water is also having good growth of sales with no quality norms and water sold is consumed by the public because public is not aware about the quality and chilled water is sold at the 200 canes per day means Rs Per day by each manufacturer. Table No Total Sales Per Month No. of Manufacturers 80 Sales level Pouch Bottle Jar Cane > > > > > > > > >

8 Total Sales Per Month Number of Manufacurers > > > > > Pouch Bottle Jar Cane sales Level According to this table the total sales of the month of Packaged Drinking water Industries is analyzed according to the sales level of the manufactures doing business in Indore categorized in the table. The manipulation of the monthly sales as shown in the table is as follows ; 35% of the Industries are in the range of Rs > per month. 12% of the Industries are selling the Pouch and are in range of Rs > per month. 53% of the Industries are major Players and BIS Certified and are selling in the range of Rs > per month. In the survey of the industries it is clearly studied that all the packaged drinking water industries are earning good profit even the illegal manufacturers are also earning good profit. By this sales figure we can see how the companies are maintaining good sales record by having tough competition among them. Table No Total Sales For The Year 2010 No. of Manufacturers 80 Sales level Pouch Bottle Jar Cane > > > > crore > 10 crore 6 10 crore > 20 crore 6 20 crore > 30 crore

9 Total Sales Per Year 10 8 Number of Manufacurers Pouch Bottle Jar > > crore> 10crore 20 crore > 30 crore Cane sales Level From the table 11 & 12 we had analyzed the sales figure of Packaged Drinking Water on the basis monthly and per day sales figure. It is to next oil industry which is growing day by day and these industries are gaining high profit margin by selling the water. As shown in table manipulation is as follows: 35% of the Industries are in the range of Rs > annually. 15% of the Industries are selling the Pouch and are in range of Rs > annually. 10% of the Industries are in the range of Rs > annually. 40% of the Industries are major Players and BIS Certified and are selling in the range of Rs.1 Crore > 18 Crore annually. In the Indore city there is vast consumption of Packaged Driniking water as analysed in the table there are 10 industries are in the range of lacks which are local brands are doing the business of Rs lacks per year by this we can predict the future of this industry as well as it is the industry who is doing the business at 300% profit margin. As the consumption of Packaged Drinking Water is increasing day by day industries are also doing well in the market to meet the demands of the consumer and earning high profits. It is expected that the Bottled water is the next oil industry by Table No Channel For Distribution No. of Manufacturers 80 Advertising Major Players Bis Certified IMC Certified Newspaper No No No TV Channel Yes No No FM No No No Marketing Mediator Yes Yes No Distributor Yes No No Retailer Yes Yes No Hoardings No No No

10 This table shows the analysis about the manipulation of various channels of distribution which are used by the Packaged Drinking Water Industries for the growth of their business. In this table distribution channels are distributed in 7 categories i.e. Advertising through newspaper, Tv Channel, FM, Marketing Mediator etc on the basis of this categories distribution channel is decided for the growth of products.in my analysis only 24% of the manufacturers are using the distribution channel in which most of them are major players and other are selling the products through their network of markets. The Local manufacturers are not interested in any kind of marketing or advertising due to variance of price ad competition in the market they are selling product through door to door marketing. Table No Pricing Decision For Product Selling Price In The Market Ranges Quantity Price Pouch 200Ml Rs. 1-2 Bottle 500Ml, lltr, 2ltr Rs Rs Rs Jar 5ltr, 10ltr, 20ltr Rs. 40 Rs Rs Cane 20ltr Rs As we know the Packaged Drinking Water market is the growing market but on the other hand there is tough competition among the industries manufacturing various bottles in various sizes. This Table Shows the market price of the products available in the market i.e. Pouches are available in the price range of Rs.1 2, Bottle 300 ml are available in the price range of Rs.5 6, 500Ml are available in the price range of Rs.10 12, 1ltr are available in the price range of Rs , 2ltr are available in the price range of Rs , Jars 5ltr are available in the price range of Rs.30 40, 10ltr are available in the price range of Rs.45-50, 20ltr are available in the price range of Rs and Canes (chilled water) are available in the price range of Rs in the market. These are the prices of bottled water available in different quantity in the market. In Bottles and Jars Major Players has large share in capturing the market i.e. Bisleri, Auafina, Kinley, Bailey, Mc Dowell and on the other hand BIS Certified industries has also good market share i.e. Health plus, Oras, Easeau, Arav etc are doing good business. The IMC Certified industries had captured the market in Canes named as chilled water and having good market coverage in commercial and Private sectors as well as in the parties and various kind of celebrations which had become the logo for lifestyle of people. If we talk about the margin of the retailer which is given by the company to the retailer in the selling of packaged drinking water variant bottle of 1 litre is varied from Rs. 6 to Rs. 10. This margin differs according to the industry whether it is branded or local BIS certified company. Incase of branded packaged drinking water such Bisleri, Kinley, Aqufina, Bailey etc. they are giving margin of Rs. 6 8 and in case of local industries they are giving margin of Rs which is higher in comparison of branded packaged drinking water but due to market image of branded packaged drinking water public preference goes to branded industries and these local industries face low growth in sale in comparison with branded industries

11 Table No Production Cost Raw Material Printing Water Pouch 200ml 0.25 Paise 0.15 Paise 0.25 Paise Bottle Cap, Seal, Bottle Label Rs.4 Rs. 2 Rs.3 Jar Cap, Seal, Jar Label Rs.20 Rs.5 Rs.10 Cane Rs One Time Investment Rs.5 Rs. 10 This table shows about the production cost operated in processing of water. By manipulating these figures we had classified the product according to their variants i.e. Pouch, Bottles, Jars and Canes. The approximate production cost is as follows : Pouch 0.65 paise Bottle Rs. 9/- Jar Rs.35/- Cane Rs.15/- By having production cost of Packaged Drinking water there is high profit margin in this industry as well as it is the market which is not low being stopped at any stage or level because the need of pure and healthy water is always in the demand by consumers. In the present situation the IMC Certified Industries are playing good role in the market and having bulk supply in all the sectors of market as well as in parties in the selling price of Rs by the name of chilled water and meeting demand of the consumers as well but in production cost wise they are earning 300% margin on Raw Water. On the other hand major players and BIS certified industries are earning 200% profit margin and there is recession or inflation on this industries and is growing day by day. The packaged drinking water market is strong market one cannot think in ancient times that in future to drink the water we have to pay for it. Table No Supply Channel Logistics No. of Manufacturers 80 Major Players Bis Certified IMC Certified Mini Truck Yes No No Pickup Van Yes Yes Yes Loading Rickshaw No Yes Yes Cycle No No No Truck Yes No No

12 This table is totally related to the Distribution of Packaged Drinking Water in the market through logistics by various modes of transport. This is the strategy which is used to deliver the water to various markets, consumers, Pvt. companies, Government departments and parties etc. By the manipulation in the table various sources of road transport used to deliver the water i.e. mini trucks, Loading Rickshaw, Truck, Pickup Van etc. are the bases of this analysis. It is observed that without these sources business of water is impossible. 10% of the industries i.e. major players are using all sources of transport on the other hand 20% of BIS certified industries are using Mini trucks, Pickup Vans and Loading Rickshaws and IMC certified industries are using only two sources i.e. Pickup Vans and Loading Rickshaws. The Logistics plays an important role in this industry through the service providing which is essential part of this industry the water delivery. Table No Scope Of Distribution No. of Manufacturers 80 Area of Supply Pouch Bottle Jar Cane Pvt. Sector Govt. Departments Domestic Supply Market Supply This table shows the various supply sector of Packaged Drinking Water Industries that are classified as: Pvt. Sector, Govt. Departments, Domestic Supply, Market Supply. In my analysis on the basis of product range we can manipulate how much industries are supplying at which level. If we Talk about the industries manufacturing Packaged Drinking Water Pouches they are supplying in Domestic sectors and market, Bottled Water Jar and Bottle Manufacturers are supplying in Pvt. Sector, Domestic sectors and market and IMC certified canes Manufacturers are involved in supplying to Pvt. Sector, Govt. Departments, Domestic Supply. Most of the manufacturers in indore are involved in pet jars and cane water and some of them are n pouch manufacturing to capture the market with good profit margin. Table No Bulk Supply Area No. of Manufacturers 80 Area of Supply Pouch Bottle Jar Cane Pvt. Sector Govt. Departments Retail Market Village Area Parties This Table shows about the supply of water to various areas according to bulk requirements. In this analysis, it is clearly proven that all the packaged drinking water industries are at good profit margin and are taking good feedback from consumers by providing safe healthy water. The bulk supply of water is in every

13 sector i.e. Private sector, Government Departments, Retail markets, Village Area and Parties etc. are doing good business. All the industries whether it is BIS Certified or IMC Certified are involved in supplying water to every sector of market. The Major players had covered the Retail market share by supplying water through bottles and jars on the other hand BIS certified and IMC Certified Companies are supplying water in Private sector, Government Sector and Parties through pouches, jars and canes. In the analysis of packaged drinking water industries it is clearly justified the chilled water industries had captured large share of market in bulk supply due to low price. In Indore it is used by every sector whether it is commercial or residential. The chilled water is available in cane with inbuilt tape which is easy to use with no tension open the tape and drink it this is also the reason it is prefered and is mostly used in Parties, Celebrations, Commercial Places with Daily Schedules, Banks, Government Department etc. Table No Sources Of Water Used Major Players BIS Certified IMC Certified Borewell Narmada NO Tankers NO 12 No This table shows about the sources of water used by the Packaged Drinking Water Industries which are categorized as using of water through Borewell, Narmada and Tankers. In this manipulation all industries are using Borewell as a source of water but 20% of the industries are using Narmada water and tankers for processing of water. In my analysis I had seen clearly the industries using Narmada water which is made for Public Consumption has no control of government as well as if we talk about the misuse of water it is done by industries because in the processing of water as the result the outlet water after extracting in Ro is flowed as wastage by industries and as by government norms Narmada water is pure for drinking and this is misused by Packaged Drinking Water Industries. Table No Market Competition Price Quality Certification Pouch Rs.1-2 RO Treated Bis Certified Bottle Rs RO Treated, UV Disinfected Bis Certified Jar Rs RO Treated, UV Disinfected Bis Certified Cane Rs Filtered or Chilled Water IMC Certified This table shows about the competition among the Packaged Drinking Water Industries in the market. There is toughest competition among the industries on the basis of Price, Quality and certification. In my analysis the Pouch sold in the market is in the Range of Rs. 1 2/-, The Bottle sold in the market is in the Range of Rs /-, Jar sold in the market is in the Range of Rs /-, Canes sold in the market is in the Range of Rs /-. There are 80 Industries manufacturing the Packaged Drinking water and selling their product variants according to the market demand and having tough competition among them

14 Exponential Increase in demand of Packaged Drinking Water in Indore As we Know the Packaged Drinking Water industry is growing day bay day this table represents the growth strategy from the year as well as there is excellent growth in this industry. Table No Increasing Demand Of Packaged Drinking Water Year Crores Source : India stat. com INCREASING DEMAND OF PACKAGED DRINKING WATER Crores Crores After Packaged Drinking Water sales increased in market and it shows growing stage of industry because people started using Packaged Drinking Water for status, good health and safety measures. In the year 2008 Packaged Drinking Water industry grow at the rate of 38% therefore its sales is increased as compared to the previous years. Thus it is clearly proved that the Packaged Drinking Water industry is excellent growth stage. Many existing features and adding new features the product variants are seen at the market place. By having these figures this industry has taken more growth in comparison with other industries. In early staged Bisleri is only the company who is selling the packaged drinking water but in present Soft Drinks companies such Coca Cola, Parle and Pepsi entered into this market by their brands kinley, Bailey and Aquafina even the liquor manufacturing company Mc Dowell has also entered into this market with his Brand Mc Dowell in the market. Therefore by entering of this big brands in the market we can think how this industry is growing and what is the future of this industry

15 Market growth of Packaged Drinking Water Industry Bottled water market has emerged as one of the most rapidly growing and competitive markets worldwide. The global Bottled Water Industry is a multibillion dollar industry. It has been a remarkable growth trajectory for the sector. India is among the top ten countries in terms of bottled water consumption. Today Bottled Water is one of the India s fastest growing industrial sectors. Table No Market Growth Exponential Year % Source: India stat. com MARKET GROWTH EXPONENTIAL Percentage % Years % The bottled water industry is estimated to be a whopping business. It has grown at a rate of 40-50% annually over the past four years or so. According to the Bureau of Indian Standards, there are around 35 bottled water factories all over Indore. Shockingly, in most cases, the industry is making money practically for free, as bottling companies pay a minute amount to the government for the use of groundwater. From the year the market growth was only at 10 % but by rapidly increasing of this industry the growth stage is also growing rapidly in year of by 33.80%. The major growth in packaged water, however, was in the bulk water segment. According to estimates, bulk water packs of 20 litres, targeted at the institutional and home segments, grew at a rate of 30-40% in 2010 alone on the other hand the Indore municipal corporation registered companies are also doing well business in the Indore city they had annual growth of around 25% - 30% per year by selling chilled water which is not according to the Bureau of Indian Standards and nor the water is filtered it is only the raw water which is chilled from chiller plant and supplied to the public by having vast consumption in the market and is growing by having all this perceptions

16 Future Growth Aspects Water is essential for ensuring socio-economic development and maintaining healthy ecosystems. At this time, there are over seven billion people to feed on the planet and another 2 billion are expected to join by Statistics show that each of us drink about 2 to 4 litre of water every day, however most of the water we "drink" is embedded in the food we eat: producing 1 kilo of beef for example consumes 15,000 litre of water while 1 kilo of wheat "drinks up" 1,500 litre.when a billion people in the world already live in chronic hunger and water resources are under pressure we cannot pretend the problem is "elsewhere." As per the recent scarcity of water reports of the World Economic Forum titled The Bubble is Close to Bursting: A Forecast of the Main Economic and Geopolitical Water Issues Likely to Arise in the World during the Next Two Decades; Water Security: The Water-Food-Energy-Climate Nexus and others the demand for water is expected to increase continuously, while it is estimated that there will be 40% global deficit between the projected demand and available supply by S Siddiqui, senior F&B industry analyst, notes that as population increases and development calls for increased allocations of groundwater and surface water for the domestic, agriculture and industrial sectors, the pressure on water resources intensifies, leading to tensions, conflicts among users, and excessive pressure on the environment. The increasing stress on freshwater resources brought about by ever rising demand and profligate use, as well as by growing pollution worldwide, is of serious concern. Critical challenge Like other countries, in India too water security is one of the most critical challenges faced today. Drinking water problems in the country are quite different from those in developed countries. Here, the main concern is with disinfecting the potable water at the point of use. Meanwhile, the rising number of drinking water contamination, pollution and water-based illness like typhoid, diarrhea and leptospirosis cases has routed urban, tier I & II people to espouse bottled water or install water purification tablets. "The current scenario has the potential of evolving into a crisis, unless key stakeholders i.e. public-private-civil society coalitions, come together to deliver the right solutions. Water management, desalination, water treatment and reclamation, water safety and security, agricultural water usage, and water IT and communications are areas which need to be focused on collectively to achieve the maximum advantage for ensuring a balance between the demand and supply of water," Water treatment in India India accounts for 2.45% of land area and 4% of water resources of the world but represents 16% of the world population. With the present population growth rate (1.9% per year), the population is expected to cross the 1.5 billion mark by The Planning Commission of India has estimated the water demand increase from 710 BCM (Billion Cubic Meters) in 2010 to almost 1180 BCM in 2050 with domestic and industrial water consumption expected to increase almost 2.5 times

17 Water and wastewater treatment describes those processes used to make water ore acceptable for a desired end-use. These can include drinking water, industrial processes, medical and many other uses. Traditionally in India, the point-of-use market has been dominated by ultraviolet purifiers and filters for water decontamination. A packaged drinking water industry seeks that, "The goal of all water treatment process is to get rid of existing contaminants in the water, or lessen the concentration of such contaminants so the water becomes fit for its desired enduse. One such use is returning water that has been used back into the natural environment without adverse ecological impact. "The water treatment practices involved solids separation from water by using physical processes such as settling and filtration, and chemical processes such as disinfection and coagulation. Biological processes are also employed in the treatment of wastewater and these processes may include, for example, aerated lagoons, activated sludge or slow sand filters." For drinking quality requirements, the water treatment processors throughout the world obey World Health Organization (WHO) guidelines. In addition to the WHO guidelines, each country or territory or water supply body can have its own guideline in order for consumers to have access to safe drinking water. In India, government bodies like Bureau of Indian Standards (BIS) act as controller for water- based products and their certification. Opportunities In a research paper titled Indian Water and Wastewater Treatment Market Opportunities for US Companies by the New York-based Virtus Global Partners, Inc. in association with India-based ICRA Management Consulting stated that the Indian water and wastewater market is growing at a rate of 10-12% every year. The current market size is over $4 billion. "The government related projects contribute over 50% of revenues in this market while the private sector contributes the rest. The water and wastewater treatment market segment is highly fragmented and unorganised. Imports constitute approximately $110 million of the $690 million market for municipal and industrial water treatment equipment," it stated. "The Indian water and wastewater industry is growing at a tremendous rate every year. The water industry has become a key sector of growth and development. India is poised to grow in the water technology segment and will soon become a force to reckon with in the global water business, with its improved infrastructure, water delivery, and inventive technology," "The growth in water and wastewater treatment segment is anticipated to remain steady but this industry suffers from a serious dearth of qualified professionals. Hence, the water and wastewater industry offers exciting career opportunities across the world."

18 Technology The Central Pollution Control Board (CPCB) under the ministry of environment and forests said that the raw water quality available in the country varies significantly, resulting in modifications to the conventional water treatment scheme consisting of aeration, chemical coagulation, flocculation, sedimentation, filtration and disinfection. The backwash water and sludge generation from water treatment plants are of environment concern in terms of disposal. Therefore, optimisation of chemical dosing and filter runs carries importance to reduce the rejects from the water treatment plants. At present, technologies like membrane filtration through membrane bioreactors, aerobic biological treatment processes - conventional activated sludge process (ASP) system, and desalination with UF pre-treatment are few which are widely used in sophisticated water & wastewater treatment. $100 bilion outlay to décor water business The Central government is currently implementing a $100 billion project to interlink all major river networks in India. This initiative would connect water-deficient areas to water-abundant ones by interlinking 37 Indian rivers. One of the largest projects anywhere in the world, it would transfer water through 30 links across 9,600 Conclusion : Water is the basic need of a human which is also the necessity to satisfy his thirst as well as water should be pure and safe to drink, in our manipulation of tables this is the industry who had taken very much benefit of consumers. This industry is growing day by day on an approx 30% per year and the manufactures are earning high rate of profit from consumers. There are 80 (on an approx) industries doing business of Pure drinking water in Indore and surrounding Indore region, which are categorized as major players, BIS certified and IMC certified. This industries are earning crore of rupees from water by having comparison with government policies for giving safe drinking water by taking tax on water by all this happening these industries are growing day by day. The one reason for growth of this business is that if the public / consumer did not get the safe water they can go for pure drinking water in any situation. At present whether it is any kind of party, any private Company, any government departments, in hotels, malls wine shops Ahata s etc. all are using Packaged Drinking water. Today the Packaged Drinking water business is so much expanded in that way there are so many competitors among them and consumers are ready to purchase water by losing Narmada water. In this survey which is observed or came to know that normally Cane water is being consumed which is commonly known as chilled water. There are various companies are doing this business but the shocking Secret of this industry is that the water we are drinking is not safe it is only chilled. It is a very important issue that they are selling little water without any filtration and there is no control of government on them. I had seen with my own mind and eyes on chilling plant is

19 there no RO or no filtration plant is available in industries but in present they are doing good business and earning higher profits. The other point is that our elders did not think that in the future the next generation has to purchase the water to drink by paying money which is total free at ancient times. By all government policies which promise the public to give safe and pure water are flopped and these industries are taking advantage of government policies. By all this situation water industry is growing business and it is also helpful in reducing unemployment and giving safe and pure water but by only branded and BIS certified companies and also helps us in doing our own business which is growing day by day. I conclude my survey in a way that the public should get safe and pure drinking water for good health and precaution from any kind of disease. As in the survey the industries which are doing business without any government control. The government should take action and inspection should be done in proper norms so that public can get safe drinking water. There is also a problem of service providing it should be solved by manufacturers to give Packaged Drinking water consumer at time. On the other hand the profit margin ratio is reduced so every class of families can afford the pure drinking water. The pure water quality should be control of government and water should be filtered by proper plants and UV Disinfected treatment. As it is growing market the industry is good in business therefore customer should be aware to the norms of Packaged Dinking Water and Government should take initiative to provide good quality of water because it is related to health of public and my maintaining good quality of water. The diseases will also be reduced all persons can maintain good health