Tatas launch 'Himalayan' mineral water

Bangalore, Sep 23 (UNI) Foraying into branded mineral water segment Tata Enterprises today announced the launch of the 'Himalayan natural mineral water drawn from pristine hills of Himalayas.

Bottled at source in Dhalakan in Himachal Pradesh the new product is aimed at redefining the entire category of bottled water segment, a company official said.

Speaking after launching the product Sangeeta Talwar, Executive Director Marketing, Mount Everest Mineral Water Ltd (MEMW), a Tata Enterprise, said Himalayan was country's first lifestyle water brand. It was nurtured and enriched by nature is endowed with the wellness of vital organic minerals.

"The water is untouched and unprocessed, with a unique taste acquired over 20 years of percolation, as it makes its way to the underground azuifer located in the Shivalik range of the Himalayas," she said.

The product would be made available in and around the city with coverage in over 1000 premium groceries, supermarkets, hyper markets, chemists and other retail formats. "The Bangalore launch of the Himalayan brand perfectly compliments its already existing institutional stronghold in key airlines and hotels" she said.

Replying to questions said that the total market size of the packaged drinking water in the country was estimated about Rs 2000 crore and that of Mineral Water segment was around Rs 150 to 200 crore.

With the entry into Natural Mineral Water segment Tatas was looking forward to launch new water based and nutritiously fortified beverages in days to come, she added.

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