Metrowater to intensify sale of mineral water

By Our Staff Reporter

CHENNAI, DEC. 13. Concerned over low visibility of its product, Metro Ultra Pure Drinking Water, in the mineral water market, the Chennai Metrowater has decided to make available smaller packages such as 250 ML pouches besides one litre and half-a-litre bottles in more numbers in the retail market.

The Metrowater has advised the licensee for the project to translate the decision into action as the latter is responsible for production and marketing of the product.

Though launched in January, Metro Ultra Pure Drinking Water did not become as much popular as many thought. Going by the details of sales between August and November, about 46,000 numbers of 12 litre cans and 485 numbers of 20 litre containers were, on an average, sold. As regards half-a-litre bottles and 250 ML pouches during the corresponding period, 1000 numbers of the first category were sold in August and 1,100 numbers of 250 ML pouch bags containing 100 numbers each were commercially marketed in the first two months.

Noticing the `discrepancy' in the sale pattern of the product, a seven-member supervisory committee including representatives of the licensee examined the issue and advised the licensee to take measures for making the product more visible. A week ago, the Metrowater officially communicated the decision to the firm, Emperor Aqua.

The details of selling price are: 20 litre container - Rs. 35; 12 litre can - Rs. 17; one litre bottle - Rs. 10; half-a-litre bottle - Rs. 5 and 250 ML pouch - Re.1. At present, the product is marketed by the licensee through two stockists and 52 distributors in the city.

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