The Tata Group enterprise Mount Everest Mineral Water is planning to bring out rebranded Himalayan natural mineral water across the country after having carried out brand repositioning in Mumbai.
The company is also undertaking a holistic brand communication campaign to reposition the Himalayan brand as part of strategy and the new 'rebranded' mineral water would be available in major cities within a few weeks.
"At the moment our primary focus is on investing behind the brand Himalayan and we are creating a 360 degree communication platform to give our consumers an experience of going back to nature by means of a pristine and authentic mineral water," Mount Everest Mineral Water Executive Director and Deputy CEO Abanti Sankaranarayanan told reporters on the sidelines of the Ninth CII Marketing Summit here.
"We have just introduced our new repositioned Himalayan brand in the Mumbai market and it would be available in other big cities within a few weeks. After that, we will think of going into the smaller cities and towns," she said.
She added the company is seeking to tap the mineral water market by creating a brand around Himalayan with the tag line of 'Live Natural'.
"The mineral water market is the now the fastest growing segment in the beverages market and we want to reinforce Himalayan as a premium segment brand. Our holistic brand communication is intended as an exercise in this regard," she added.
She, however, did not elaborate upon the details of the company's re-branding and communication strategy for the brand.
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The company is also planning to enter the lower end segment of the packaged water business, besides looking at other segments of the beverages market.
"We are on the verge of entering the bottom of pyramid market in mineral water. Besides, we are also looking at the entire pyramid of the consumer market in beverages," she said, but refused to provide details regarding the company's future plans in this regard.