NourishCo plans to make packaged water brand national by FY15

NourishCo, a joint venture between Tata Global Beverages and Pepsico, is planning to take its packaged nutrient water brand 'Tata water Plus' across the country by 2014-15, a top company official said on Tuesday.

The product that was launched last year is currently available only in parts of Tamil Nadu and Andhra Pradesh.

"We intend to take it to other parts of the country. By FY2014-15, you should see its presence in most parts of the country," said Pratik Pota, chief executive and managing director of NourishCo.

'Tata water Plus' was launched in Hyderabad on Tueday.

"Our first priority is national presence. We intend to take it to other markets similar to India. So having tested the model here, we intend to take this to markets outside India as well," he said.

Replying to a query, he said the company is looking to adopt franchise model for manufacturing and holding discussion with various parties having good facilities.

"Initially, we are looking at around 50 manufacturing facilities to have national presence. It will be increased as per the requirement," he said, adding that the company has plans to launch new products which will be in the value added water space.

Currently, Noursihco handles products of three portfolio-Tata Water Plus packaged nutrient water, Tata Gluco Plus ready to drink glucose water and Himalaya, a premium brand of bottled water.

Packaged water market (largely in the organised sector) is worth about Rs 4,200 crore and growing at 20 per cent per annum, Mr Pota said.

Bulk packaging is also a growing market and Nourishco has also plans to enter into that segment, he said. Priced at Rs 20 for a litre, Tata Water Plus looks and tastes like normal water but with the added goodness of nutrients that are bio-available, meaning, the nutritional inputs are in a form that can be easily absorbed by the body.