HLL to soft-launch 'Pure It' water

Hindustan Lever Ltd (HLL), the fast moving consumer goods major, is all set to launch its packaged drinking water in the country.

According to market information, the company is planning a soft launch of 'Pure It' brand of packaged drinking water in June this year.

Confirming its entry into the segment, HLL spokesperson said the company is working on various options to 'tackle the opportunity of water in a holistic sense'.

"HLL is not going to enter water in a manner in which other companies have, but with a very different framework. HLL's venture has involved the development of a new patented technology solution and the creation of a new business model. We hesitate to say anything further on the venture because of competitive reasons," the company spokesperson said.

Trade sources pointed out that the company has been planning this new line of business for over three years, but under a different band name.

HLL officials did not confirm the brand name but neither did the company say it was not 'Pure It.' Details of the package size, target market or price band is not available for now.

The HLL spokesperson added that the company is committed to its water venture. "The company has a very fixed target, and it is exactly on course towards that target. HLL is very excited about the opportunity, because of its growth potential and also because of its huge benefit to the consumers," the spokesperson said.

The size of packaged drinking water in India is estimated at Rs 1,000 crore annually. Tamil Nadu alone accounts for Rs 100 crore every year. While the market all over the country is dominated by organised players, in Tamil Nadu an estimated 50 per cent of the industry is serviced by the unorganised sector.