Clear Premium Water, an Indian brand, has successfully carved out a niche in a market dominated by giants like Bisleri and Kinley. The company’s case study demonstrates a clear strategy focused on:  

Strategic Market Entry and Branding

• Premium Positioning: Unlike many competitors, Clear positioned itself as a premium product. The brand name itself, “Clear,” conveys purity and quality.  

• Unique Product Design: The company was a pioneer in India with its distinct square bottle design and vertical labeling. This innovative packaging helped them stand out on crowded retail shelves.  

• Initial Focus on “HoReCa”: Instead of directly competing in the retail market, Clear first targeted the Hotels, Restaurants, and Catering (HoReCa) sector. By securing contracts with major hotels and airlines, they established a reputation for quality and gained credibility. This “top-to-bottom” strategy created a strong brand image before they went to the mass market.  

Business Model and Growth

• Quality and Purity: Clear emphasizes its rigorous 11-stage purification process and 121 quality checks, a core part of its value proposition to consumers.  

• Strategic Expansion: The company has built a strong distribution network with over 1,000 distributors and 80,000 retail outlets. They have also expanded beyond their home base in Gujarat by acquiring a majority stake in other brands to expand their product portfolio.  

• Sustainability: Clear is committed to environmental initiatives, including the use of eco-friendly, biodegradable bottles, which appeals to a growing segment of environmentally conscious consumers.  

Marketing and Vision

• Targeted Marketing: Clear’s marketing campaigns are designed to reinforce its premium image, often using a 360-degree approach that combines digital and traditional media. They also use brand ambassadors like actor Hrithik Roshan to increase their reach.  

• Founder’s Vision: The founder, Nayan Shah, started the company after a failed energy drink venture. His key lesson was to sell a product that is easy to sell and has a daily need, which led him to bottled water. He also focused on the importance of quality and a clear brand identity from the beginning.  

Nayan shah the founder of clear premium water

Nayan Shah, the founder of Clear Premium Water, is an entrepreneur from Ahmedabad, Gujarat. He did not join his family’s electrical and cable business, choosing instead to build his own company.

His career journey includes these key points:

• Education: He earned a Bachelor’s degree in Business Administration from Gujarat Law Society in Ahmedabad and pursued further studies at the University of Technology, Sydney, Australia.

• Failed Venture: After returning to India in 2002, he was inspired by Red Bull to launch his own energy drink called “Current.” The venture, which he started with a former boss and a ₹2 crore investment, did not succeed in the long run due to low sales.

• Pivoting to Success: Learning from his initial failure, he recognized a daily need for clean drinking water in India. In 2010, he founded Clear Premium Water under his company, Energy Beverages Private Limited.

• Growth: The brand focused on a premium image, unique square bottle design, and initially targeted the Hotels, Restaurants, and Catering (HoReCa) sector to build its reputation before expanding to a wider retail market.

• Current Status: Under his leadership, Clear Premium Water has grown to have two owned plants and over 40 manufacturing units across India, with a strong distribution network.

Clear premium water further growth plan and retail market

Clear Premium Water is strategically expanding its presence beyond its initial success in the HoReCa (Hotels, Restaurants, and Catering) sector to focus on the broader retail market. Their future growth plans are centered on a multi-pronged approach:

Retail Market Expansion

• Offline Focus: Clear is intensifying its presence in the traditional retail market, targeting a significant increase in its number of retail outlets. The goal is to make the product widely available in Kirana stores, supermarkets, and other physical retail locations.

• Direct-to-Consumer (D2C) and E-commerce: The company is aggressively entering the e-commerce and quick-commerce spaces. By partnering with major online platforms like Amazon, Swiggy Instamart, and Blinkit, they are aiming to capture the convenience-driven, tech-savvy consumer base, especially in urban areas.

• Product Diversification: To appeal to a wider range of retail customers, Clear is introducing new product sizes and formats, such as family packs. This helps them cater to different consumption patterns and household needs.

Further Growth Plans

• Infrastructure Investment: The company is investing in building more manufacturing plants and strengthening its distribution network to support the massive increase in production and reach.

• Brand Visibility: Clear is leveraging a 360-degree marketing approach, combining digital campaigns, on-ground promotions, and collaborations with influencers to increase brand awareness and recall in the competitive retail landscape.

• New Product Lines: Clear is also expanding its product portfolio. They have launched “NU by Clear,” a natural mineral water brand, to cater to the growing demand for premium, value-added water products.

• Sustainability: A key part of their future strategy is a continued commitment to sustainability. This includes using eco-friendly packaging and aiming for ambitious goals like becoming plastic-neutral.

Clear Premium Water is strategically expanding its presence beyond its initial success in the HoReCa (Hotels, Restaurants, and Catering) sector to focus on the broader retail market. Their future growth plans are centered on a multi-pronged approach:

Retail Market Expansion

• Offline Focus: Clear is intensifying its presence in the traditional retail market, targeting a significant increase in its number of retail outlets. The goal is to make the product widely available in Kirana stores, supermarkets, and other physical retail locations.

• Direct-to-Consumer (D2C) and E-commerce: The company is aggressively entering the e-commerce and quick-commerce spaces. By partnering with major online platforms like Amazon, Swiggy Instamart, and Blinkit, they are aiming to capture the convenience-driven, tech-savvy consumer base, especially in urban areas.

• Product Diversification: To appeal to a wider range of retail customers, Clear is introducing new product sizes and formats, such as family packs. This helps them cater to different consumption patterns and household needs.

Clear Premium Water has a strong online presence and is available on major e-commerce and quick-commerce platforms in India. You can find their products on:  

• Quick-Commerce Platforms:

• Swiggy Instamart  

• Blinkit  

• Zepto  

• Flipkart Minutes  

• E-commerce Platforms:

• Amazon  

• BigBasket  

• JioMart  

The company has expanded its partnerships with these platforms to reach a wider, convenience-focused consumer base, especially in urban markets.  

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