The Ahmedabad-based Behram Mehta-promoted Sheelpe Enterprises has commercially launched Aava natural mineral water in Goa. In the first phase of the launch in Goa about 25 premium hotels, restaurants, clubs and fine dining restaurants on the Baga, Anjuna and Calangute Beach areas as well as at Bardez and Panjim now serve Aava natural mineral water, some of them on an exclusive basis. By end-February 2012, about 100 premium restaurants in Goa will serve Aava natural mineral water.
The fine dining restaurants and hotels already serving Aava include Titos, Brittos, Mambos, J&A Little Italy, East meets West, Charleston Hotel, Café Chocolatti, Souza Lobo, La Franza, Delfinos, Club Fresh, House of Llyods, Nazri Resorts, Reiss, Bernad’s Place, Villa Bomfin and Top Nosh to name a few. Aava natural mineral water is also available for retail sale at Titos Super Market and Oxford Supermarket in Goa. The company plans to make Aava Natural Mineral Water available on retail at about 200 premium shops, supermarkets and stores in Goa by the end of February 2012. The MRP of the 1000 ml (1 litre) pack is Rs 23/- an invitation or launch price which is much lower than other competitors in similar product categories.
While the packaged drinking water market is about Rs 4000 crore it is growing at an average of 25 to 30 per cent each year. Comparatively the premium or fine waters segment is approximately valued at Rs 800-1000 crore but is growing much faster at about 40 per cent company research said. Through a special tie-up, Aava natural mineral water is sold exclusively at the Grand Hyatt and Ramada Group Goa. Grand Hyatt Goa consumes over 35,000 liters of Aava natural mineral water each month in various presentations like 200 ml, 500 ml and 1000 ml packs.
Aava natural mineral water is served on all Air India flights originating from six airports in India. It is also served on Spice Jet, Jet Airways, Jet lite, Ramada Group, ITC Welcome Group, Vadodara, ITC Grand Central, Mumbai, Fortune Landmark, Ahmedabad, IIM Ahmedabad, Hotel Taj Ummed, Ahmedabad, Hotel Cama, CCI Club, Mumbai and at the Ambani School in Mumbai to name a few. In all Aava natural mineral water is available at over 200 star hotels in India.
Aava mineral water is available in cup-cap bottle, a one litre bottle with a drinking cup, useful for multiple drinkers; sports bottle (75 ml bottle with a unique ‘pull-push’ cap meant for sportsmen or for the gym); Aava mini, a 200 and 300 ml bottle with a regular twist cap and a 20 litre family pack.
Aava is confined aquifer water (sourced naturally from an underground spring) which is completely protected from natural as well as human contamination and it goes through 77 different tests before being bottled to ensure that it is free from harmful chemicals or microbiological organisms. Aava undergoes no chemical or artificial treatment and is 100 per cent natural.
AsiaWire 