Published Online:March 2026
Product Name:The IUP Journal of Case Folio
Product Type:Article
Product Code:IJCF090326
DOI:10.71329/CaseFolio/2026.26.1.118-130
Author Name:Swarup Kumar Dutta
Availability:YES
Subject/Domain:Management
Download Format:PDF
Pages:118-130
The case portrays the revitalization of the brand Bisleri under the able stewardship of Jayanti Chauhan, Vice Chairperson of Bisleri International. The case dwells on her decision to stay independent, take control, and build the brand. The case focuses on the various initiatives under Jayanti to overcome challenges related to competitive dynamics, and new product launches, and her efforts to revitalize the brand. This helped Bisleri compete with large MNCs operating in the market such as Coca-Cola and PepsiCo. By FY23, Bisleri achieved sales figures of 23,000 mn with a continued market leadership position in the competitive packaged drinking water market, signalling clear indicators of Jayanti’s leadership and positioning the brand for the future.
In March 2023, Tata Consumer Products Ltd (TCPL), part of the Tata Group, announced that it had called off negotiations with Bisleri International, an Indian packaged drinking water company. The 70,000 mn deal fell through after Jayanti Chauhan (Jayanti), the daughter of the ‘Aqua King’ or ‘Cola Man’ of India, Ramesh Chauhan (Chauhan) rejected the offer and decided to take control of Bisleri International herself.1 Chauhan was credited for his role in transforming Bisleri, a water brand into a household name with high brand recall over the course of about five decades since the late 1970s.