Bisleri International, one of India's leading packaged drinking water companies, made headlines on May 30 with the announcement of its foray into the world of carbonated beverages. Under the guidance of its current leader, Jayanti Chauhan, Bisleri introduced three new sub-brands: Rev, Pop, and Spyci Jeera, targeting the ever-expanding segments of fizzy colas, orange-flavored drinks, and jeera (cumin) beverages. Notably, Bisleri already offered carbonated drinks through its Bisleri Limonata brand, and this move signifies Jayanti Chauhan's ambitious efforts to broaden the company's market presence. To support these launches, Bisleri has initiated various digital and social media marketing campaigns.
However, Jayanti Chauhan's ascendancy to the helm of Bisleri Limited was not a straightforward path. Just a few months ago, her father, Ramesh Chauhan, was poised to sell the company to the Tata Group for a staggering sum of Rs 7,000 crore, primarily due to the lack of a suitable successor and his advancing age. Jayanti Chauhan, his only child, initially hesitated to take charge of the company. Later, she had a change of heart, ultimately assuming control of Bisleri, leading to the termination of the deal with Tata.
Industry experts acknowledge that Bisleri faces a formidable challenge in establishing its foothold in the competitive soft drink market. Existing giants like PepsiCo and CocaCola present strong competition. Furthermore, Mukesh Ambani's Reliance ventured into the soft drink market by acquiring Pure Drinks Group and introducing the Campa Cola brand. Tata Group, on the other hand, is planning significant investments in its mineral water brands, including Tata Copper+ and Himalayan. In essence, Jayanti Chauhan, the sole heiress of a 7,000-crore business empire, is set to challenge both Mukesh Ambani and the Tata Group.
Despite her initial reluctance to lead the company, Jayanti Chauhan's diverse background and education have equipped her for this significant role. She spent her formative years in New York, Delhi, and Mumbai and completed her undergraduate studies at the Fashion Institute of Design and Merchandising (FIDM) in Los Angeles. Additionally, Jayanti holds a degree in fashion styling from Istituto Marangoni Milano and has pursued studies in fashion photography and styling at the London College of Fashion. Her unique blend of experiences and expertise positions her to take on the giants of the industry.
