NourishCo has launched Tata Water Plus, a nutrient-bottled water, in Andhra Pradesh and plans to go pan-India as it sets up 60-70 plants across the country.

A 50:50 venture between Tata Global Beverages and PepsiCo India, NourishCo, said this was the first such packaged drinking water with nutrients such as copper and zinc known to help body functions and strengthen immune system.

The company had earlier introduced the product in Tamil Nadu and is now offering it in Andhra Pradesh. "After the pilot phase is completed, we will gradually go pan-India," Pratik Pota, Chief Executive Officer and Managing Director of NourishCo, said.

The company launched a new campaign ‘Pyaas Bhuja Health Se’ in Andhra Pradesh in the presence of Indian actress Amala Akkineni and plans to rely on sampling to introduce the product.

After introducing the water in 1 litre bottle at Rs 20 and a 200 ml pouch at Rs 2, Pratik Pota said that the company plans to set up water plants in major cities and towns of the country.

Looking for local partners

Pratik Pota said, "The company was in the process of scouting for local manufacturing partners. We expect to set up at least 60-70 manufacturing units across the country."

"With this launch, it is our aim to expand into enhanced hydration business on the platform of health and wellness for consumers. Typically, we will have at least two major plants in each State supported by 8-10 units for supplying 200 ml water pouches," he explained.

The market for water is underpenetrated and growing at about 20 per cent per annum. "Overall the market is about Rs 4,200 crore covering bottled, bulk and pouches business. We believe that it has immense potential to grow," he said.

rishikumar.vundi@thehindu.co.in

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