Mumbai, May 7 (UNI) Tata-owned Mount Everest today launched natural mineral water under its brand, Himalayan, spearheading the company's foray in the growing wellness and quality of life segments.
''We are trying to create a new market based on wellness and lifestyle segments by offering a holistic and natural experience,'' said Pradeep Poddar, managing director and CEO of Mount Everest at the launch here.
He said the USP of the new product was pure natural mineral water from the Himalayas, which was superior to processed and packaged water, without any increase in retail price. The company has injected technology from Italy and the US to ensure purity, he said.
To make an entry into the retail arena, where it has a small presence, Himalayan will be launched initially in Mumbai through Tata Tea's 19,000 outlets in the city. From there, it will be introduced in the northeast and southern countrywide markets through the company's 10 lakh outlets. The company also plans to introduce the product in the international markets, as it also meets international standards.
Compared to the Rs 1,500 crore bottled water market with a growth rate of 25 per cent, the upmarket mineral water market worth Rs 100 crore is small and fragmented, but is expected to grow rapidly.
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