Kinley Growing Business in India

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Kinley Growing Business in India

Coca-Cola India Has Kicked off a Rebranding Exercise for its Bottled Water Brand Kinley to Capture Market

Coca-Cola India has kicked off a rebranding exercise for its bottled water brand Kinley that has seen the company changing its packaging and visual identity to reiterate the purity factor.

The makeover is aimed at increasing the company's market share in the Rs 3,000-crore bottled water category. Apart from the logo that has changed from a water line to a water drop, the tag line has also been changed to 'Boond Boond Mein Sachchai' from 'Boond Boond Mein Vishwas'. The company feels that the rebranding will help Kinley stand out in the retail bottled water category that is cluttered with nearly 1,800 regional brands.

The Kinley bottle has also been given a new form known as the Danube shape in design parlance, which Wasim Basir, director, integrated marketing communications with Coca-Cola India, says will help enhance the mouth feel for consumers. The company has also tied up with Bollywood star Aamir Khan's popular television show 'Satyamev Jayate' to push across the truth factor.

Coca-Cola claims that according to the industry estimates, Kinley's market share in the retail bottled water segment, which ranges between 200ml and five-litre bottles, is estimated at 21%, while that of Aquafina is 17% and Bisleri is 13%. Coca-Cola's arch rival PepsiCo owns Aquafina, while Bisleri is owned by Ramesh Chauhan, the man credited with creating cult brands such as, Thums Up and Limca, both of which now belong to Coca-Cola.

However, Chauhan is unfazed with Kinley's new initiative. "Their main business is not bottled water. I don't think they are very serious about it. And when it comes to market share, their claim is not justified. All the regional brands together have more market share than Kinley, Aquafina and Bisleri together," he said. For instance, Rail Neer, a proprietary brand of the Indian Railways enjoys a thunderous run by virtue of its exclusive availability to around two crore passengers every day.

Source: The Economic Times

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