The recent notification to lift the "compulsory" ISI mark to run a Packaged Drinking & Natural Mineral Water Units have posed many questions in front of the existing license holders. However, every obstacle opens up way to a new solution. Let's try to contemplate here.
Ambiguity : The special, protected market gone kya ?
The consumers, especially the corporates etc, rely on the "ISI" license of the producer. Once they see this, and don't see that, their first screening is done. Now, it's expected that many of the plants will opt out of the licensing. Is this viewed as a threat or emergence of a special market ?
My view :-
The corporates which truly care the hygiene etc, will still stay with the "ISI" holders. Those who just care for the compliance will go to others as well.
How to compete here ?
Staying with the BIS license, and stringently follow the tests. Use it as a brand. Also educate your audience through self publication, through social media & newsletters.You can bid for marginally higher prices, and can reason it out as well. Slowly, market, brand gets developed, and you may earn a solid reputation.
Build relation with the "consumers" not just distributors. Built a list of consumers of your water. Share coupons, with them through whatsapp, and share brand news about your company. Something like "loyalty List" can be very very handy.
Show how BIS compliant plant protects their hygiene. As stated in point no.1, share exactly how you meet the standards mentioned & why they are in place. It assures them their hygiene.
As time passes by many updates will appear. Let's watch. But welcome the change with a belief that it will bring a positive change.
