Yoga Guru’s Firm Patanjali Ayurved Takes On Indian Bottled Water Giant Bisleri

Patanjali Ayurved, an Indian FMCG company established by yoga guru Ramdev, is launching a brand of spring water sourced from the Himalayan foothills to compete with Bisleri, which controls 24 percent of India's bottled water market. Divya Jal will be introduced during the autumn festival of lights known as Diwali, and will rollout nationwide over the next three to six months. The company set a sales target for 2018-2019 of Rs. 10 billion ($156 million). NourishCo, a joint venture of Tata Global Beverages and PepsiCo India, also sells drinking water purportedly sourced from the foothills of the Himalayas.