Who Decided This Price ?

Whenever anybody wants to start a new Bottling Plant, he/she has a pakka conviction in mind ... 

I have to sell at Rs.20 ( as of today 🙏 )

How have you arrived at this cost ?

If you ask this question, the answer is " Because whole market does that ". Unlike other products, the Packaged Drinking Water Price in Indian Market is Rs. 20.

It's NOT regulated 

But who says it's "the" price ? You can go below ( as Jio has done ) or you can surpass as well. It is not regulated that you SHOULD sell at Rs. 20. 

Then Why no-one dares to do that ?

Fear of Rejection :-

Everyone feels that he will be rejected. And yes, possibilities are very high. As all others : The Big 3 : Bisleri, Kinley, Aquafina charge Rs. 20. If Aquafina, Kinley couldn't dare changing it , how can I ? : That's the fear in the mind. 

Can I reverse the tradition ?

Why Not ? I remember referring to a case with Akio Morita, the SONY superman. In very initial days he reversed the tradition of increasing discounts with increased quantity. Rather he proposed different pricing for different sized lots. Some cases, more no. of lots attracted more price per lot. As it was NOT suitable to SONY. 

So, It can't be Market Driven Always

Who says, it should be 20, always ? If it can come to Rs. 15, It can also go to Rs. 25, or can also come to Rs. 12. So far the cost per bottle ( 1 Ltr ) remains at 6.25; you can always keep that as a base price, and decide your ultimate selling price.

Further Strategies can be Decided

Once this fear is removed from your mind; you can always go further and do some out of box thinking. The easiest will be not going the Distributor way, which eats up your major chunk. Anyways, this is not a place to decide the exact strategy, but to explore the possibility of deciding a different price altogether.

The Technical Solution is Not Everything

Recently, I was approached by a society who are now facing acute water shortage issues as this year 2026, the rainfall is expected to be little lower than usual, hampering the local municipal water supply to the society. They had an open well, and invited me to offer solution to this whole thing as to how they can make use of that.​

I did the reiki, got their water tested etc. During this process I also proposed them a solution, the technical solution, very broadly. Naturally we even discussed the likely ball park figure of how much will be the cost etc. As expected the said that the society would go for tenders before allotting the work. Perfectly Fine. Till this time there was no point to charge them any fees. 

Now it was the time that they need exact specifications of the equipment, as well as the cost components as these are the new elements which attract certain one time costs and certain recurring type. After listing and detailing, it will give them the cost to benefit in terms of money.

And this needed some time at my end to calculate and I also demanded certain consultation fees, which was rejected by them smartly. Over feeling bad, I truly felt little pity about 2-3 things ( contemplation ) :-

• My fees was not at all huge.
• They thought "we've got ball park figures, no need of such a report at the moment".
  
• We'll make the tender specs with AI and we have so many experts present in house, why pay an outsider ?

Whatever be it, but when I relate this to any project ( Ideas ), I sincerely suggest to get the idea's financial validity and impacts it would make. Establishment is just one aspect. What's going to get affected is the Cost in terms of Money which you're going to pay for years maybe. More so over if unfortunately it doesn't work out.

Face to Face Meeting :- The Differentiator

In the AI Era 

The AI Era seems to have changed everything upside down. As far as getting knowledge, or Know-how is concerned, it has also tilted upside down. The knowledge, which used to be available through Trainings, started to flow through AI platforms like ChatGPT, Gemini etc. Here, I do not want to debate on good/bad; but want to make a point that, consumption of information has definitely changed. All initial information is not available on AI. 

What is NOT available ?

The opinions of experts. For example, now searches about "Licenses" or "Procedures" required to start a Packaged Drinking Plant can be easily had through AI. I don't say 100% trusted to the finest level; but initial macro search is surely available. But, if you want to take certain final decision about something... say "Should I buy a Lab or not" can't be taken by referring to the AI alone. 

There may be confusions

Regarding Lab, there are many different opinions. By different concerned people. Here, you will need to ask an expert to talk to. He is not on Gemini.

You need Face to Face Meeting

These experts should be experienced, non-biased, able to solve problems, more specialized in the domain & field as well. It will always be good to source their opinions.

Where Are They Available

 

Either in conferences or stratign through their consulting platforms.But it is 100% better to take their opinion through "Paid" Service.

I Know All, or Everything is available on Internet can be a trap.

What stops us getting accurate details ?

An incedence at the Drinktek, Delhi

​

Recently, I met an aspiring entrepreneur, who is willing to start Natural Mineral Water at his own place in the Uttarakhand. He does follow my YouTube channel. He was very prompt to even meet me at the Delhi Drink Technology Exhibition. In the very short time which was available, we discussed about his water source and next steps to follow. I suggested him the steps. He took the logical course of action correctly, however lacked the exact details about product and the standard details. Standard meaning, those set by the regulators.

Another one of those many incidences occurred when an existing plant owner asking me remedies about the water quality. Having started a plant, he should be having a properly graduated person who understands water quality. One more source is the Plant Supplier, from whom he procured machinery from. Most of the times, entrepreneurs overlook the technical aspects of the plant and hurriedly place orders with wrong set of suppliers. 

The importance of getting prior business knowledge

 
As a business owner, you are not expected to have detailed knowledge of the design details, but should know these basics like what are the standards to follow, who are the regulators, and how to appoint vendors, the key factors to look into. You can get this from the internet, or visiting places, exhibitions. Also look for trainings if available. This mindset is important.

 

Why entrepreneurs skip this major step

They don't skip. They think that they are doing the right thing. Majority of the "would be business owners" do their own DIY, and somehow are very excited to see the machines on floor, not just on the screen. And they love to visit places too ( including me ). Hence they start visiting existing plants, machinery suppliers from across the country. At each step their thinking space gets infected by foreign thoughts. Having met a supplier who has installed 100s of projects, they get impressed and unconsciously start following their advice. Similarly, they also follow the advices of existing plant owners. 

Take as opinions, not advices

No harm meeting and talking to people, however, beware that these are not the ones who will be responsible for your ROCE Return on Capital Employed. Profits in other words. 

Hence take information. Seperate advice from the core discussions. But don't make judgements, decisions from that.

Maximum Mistakes Occur Here

This is the most critical point, which can turn the game upside down. Hence as a business owner, you also need to develop this gene. Visiting and meeting people will help you to check ground realities. But keep them as reference material. 

What Should be the Logical Course of Action ?

Divide your Project Time into Phases, and allocate Milestones for each one. 

1. First will be the Do / Not to Do Phase. Allow yourself to completely abandon your Project Idea, if it doesn't suit you ( For any reason ). There is no shame in cancelling a course of action. Rather it's better if you look at your whole life.
2. Second will be ( if you decide to go ahead ) is stating your business idea & getting it validated, to allocate resources.
3. Third Phase is arranging resources.
4. Forth is the real Execution before Launch.
5. Fifth will be the gestation ( Intial runs of the new business )
6. Last will be to streamline the operations

Take Help of a Mentor

This is very important and necessary. The mentor ideally should be an experienced fellow, who has seen life as a whole. And having run a business, and a background of Mentoring.

My Thought process on my Mentoring Service

I also work as mentor ( only for bottled water business ). I personally think that every entrepreneur should take it for long term, at least for 3 years. I also don't share revenues with the suppliers/agencies to dedicate my attention to my client. Phase-wise, the mentoring 1-1 calls vary. For instance, Active, more frequent calls are necessary during the "Exection" & "Gestation" phase. Otherwise lesser are sufficient. You can contact by dropping a mail to mineralwaterpune@gmail.com.

" He Cheated Me " ......ⓧⓧⓧ

We have a habit to blame it on someone else, and so it happens with Bottled Water Plant Owners as well. Usually they blame it on the Machinery Suppliers, Turnkey Contractors, when they are struggling with their plant. On the surface they may be right, but who has appointed them ? They only, is it not ? So the whole culprit is the Owner Him/Herself. Don't blame the contractor. That's the first thing they should do. Then the recovery may start.

Is it not a Fact ?

The contractor might have supplied/suggested you incorrect set of equipment. It may be a fact. However, have you analyzed the process of how you appointed him ? You will find that you have appointed him without much due dilligence & proper education. And nowadays, everyone thinks he knows all, by virtue of the AI. Please read an article about the DIY trap.

So, How do I bring back my loss making unit into profits ?

1. First, analyze the exact amount of loss for a period.
2. Factors : Less Sales, No Liquidity ... what is it ?
3. Innovate with newer customer segments
4. Get rid of expensive Capex-Opex Items
5. Monitor Continuously

Looks Simple, Is it really ?

It is. However, getting detatched is more challenging. But you need to take it rationally. You can look at a Video in Hindi on my Channel

Respecting Compliances

​Years back I had a client who used to fill coconut oil bottles. Sometimes the govt authorities used to visit his setup and used to inform him about the changes he would require in his setup with reference to the connecting law or legislations.

He never used to complain and take it assertively.

They help me standardise my business for larger scale. 

This was his approach, attitude towards this.

After nearly 25 years of that, when I watch business owners trying escaping or smartly manouvering what's said in law, I truly start thinking to seriously teach them SWADHARMA. Every business owner's first school of thoughts should be

What value am I trying to create for my consumers 

Am I making their lives better than earlier 

And this whole school of thoughts automatically houses honouring all compliances. Then why businesses Dodge it away ? And it doesn't anyway make any sense in smartly cheating the regulators. It's very likely that you'll be caught one day and price can be too heavy to withstand. 

Look at the very recent case of the Baroda Black Water case. Since 2018 they were producing black water by dodging BIS and FSSAI. Now, in 2026, rules have tweaked, the business was raided and a great level of embarrassment alongwith heavy fines, and dropping off brand image.

The issue is the chalta hai or kar lenge or ye India hai belief deep rooted

When I talk with my clients, they still don't seem too bother. They take FSSAI is one of those other Licenses still. I don't know whether India is changing or not, but know for sure that the business owner needs to change.

Why Visit Exhibitions & Conferences ?

Attending Events is a Major Activity for Me

You might be getting many emails on Exhibitions, or through Social Media. I do visit various exhibitions throughout the year. Various people have various opinions on this. However, I choose to visit the most important ones pertaining to my chief interest : Bottled Water Business. And last many years, I usually do not miss some exhibitions in India, like :-

1. Drink Tek ( Mumbai/Delhi) : Focused on Beverages : Technological
2. Anuga ( Mumbai ) : Focused on Food & Beverage : What's Happening
3. Water Today ( Chennai ) : Focused on Water Treatment & connected Tech
4. Packaging Exhibitions : Selected ones

In addition, I usually try to visit every exhibition ( connected to subject ) in Pune, as I stay here. I also attend a lot of "Paid" conferences ( suiting to my pocket 😉 ). I am , being a member of MCCIA, also get opportunity to attend Online/Offline events in Pune. I do attend Bank's Sessions, Sustainability Seminars, Finance Workshops & Delegations from Other countries.

Why Do I Attend ? What is the Philosophy ?

It's NOT for "Networking" frankly. Though Network is a bi-product of such events, no doubt. I also have got a couple of leads from such events; however, I strictly restrict & remind myself for not making this, a chief purpose. I often see people strive to make connections with the chief guests in the Seminars. 

I will try to summarise why I attend :-

• It excites me to visit exhibitions, the ambience, the positivity in the environment
• It also excites me to meet new people, listen to them at their stalls, conferences.
• Great place to see what's new in the market
• Usually, the stall holders don't hesitate to share information, It may be readily available at their stalls, displays; which is usually very difficult.
• You might meet the owners, decision makers, some people re-connect.
• I get my Raw Material, the 1st hand information, which helps me in handling/overcoming my customer's challenges.
• Many stall holders are the potential partners for me, in the journey.

Getting Views of Key Persons from Industry

A Senior Professional for Multi-National Brand

Sr Professional in Sustanibility

We do get an opportunity to meet the Industry leaders post conference, and I do ask them specific questions on which I can source answers in public or in 1-1 

Should You Visit too ? 

If your time permits, you should. Make a provision in your annual budget & Time-Table, but do visit, it's 100 % useful.

A Stitch in Time saves Nine

While buying machinery, for plant, I have seen many entrepreneurs prefer to buy from a Single Source : A "Turn-Key" supplier. And the reason is very obvious : It makes their lives very easy. The Turn-Key supplier, will do all the hard hitting on his own & present you a completely "Done for You" kind of Plant.

In exchange they typically may charge little more compared to the price you get from Individual Machine supplier. And this looks perfectly fair.

The problem lies somewhere else & often unseen by an entrepreneur

The problem is not "Money"; It's "Control". As you have hired him for the complete job, it's he, not you who is responsible for individual machinery co-ordination, quality control etc. So indirectly it's Not In Your Control. 

See... It's YOU, the business owner, who will be RUNNING the business for 10-20-30 years, not the supplier. 

His profit comes after a Sale is done ( of machinery ) however, you will have to wait for a couple of years, for seeing the first annual profit figure in your financials.

For you to generate profit, you require smooth operations. And in this, the machinery plays vital role. Normally, the Turnkey fellows don't disclose their sources before you buy from them, and this makes your choice difficult. Instead they attract you by 2-3 typical ways :-

• Attracting you with their "Experience" of handling 100s of projects
• Pitching you with attractive discounted prices
• Offering you Free ( or very cheap rates ) consultation for project

And here, an entrepreneur makes a mistake. Now, what ?

1. He/she buys the plant
2. Starts production
3. While running starts facing uncontrollable technical difficulties
4. Experiences support gaps from the turnkey fellow
5. Delays profit

I have seen many of the business owners have learnt the machinery basics on their own AFTER facing these issues. Then, why not do it from the beginning itself ?

It's the shift of the State of Mind. Thinking like a Business Owner.

• Do the contemplation & knowledge gathering in your specially allocated Learning Time, but while continuing your existing occupation. Don't run by Deadlines, but with an approximated span like in 3 months I will be expected to learn the basics of this business. 
• Don't panic if this Expected Date goes a little further. Your project hasn't commenced yet. You are building a solid foundation, assure yourself.
• Don't start visiting places. I've seen people have a fancy to go to suppliers, watching the machines, and coming to me saying "I've decided to go with a 120BPM Plant". This is often a result of getting impressed by the FREE advice suppliers offer you.
• Often, the process is not sexy. It's boring.Whenever the boredum arises, do something else. Go to Nature. Improve self talk. Assure yourself, that You are Building a Business. And that you are taking very right steps.

You need to build some anchors here... like :-

    A Stitch in Time saves Nine

which means that if I do this now ( which I was avoiding ) it will save me tremendous time, effort & money in future.

The wrong way of D.I.Y.

I always meet entrepreneurs who are in process of setting up their Bottled Water Plants. Many of them, have already gone ahead with the construction. I don't say ( I can't say without seeing ) if the sheds are correct or not. But most of the times either they are too small, or too huge. Then, as an entrepreneur myself, I thought of analysing exactly what must be going in his/her mind ? 

Why do I need to analyse this ?

Because I have seen many ( most ) have realized that their calculations are wrong. And those, who haven't realized; either they are building in a right way OR may not be aware of this factor. This can be a costly mistake.

So, exactly "why" he/she thinks this way ?

1. "I know how to do this" :- He/she typically talks about the construction, which looks like a simple Fabricated Shed. And it is. But the domensions ? They matter a lot. And they can be only decided after giving a detailed thought to machinery & overall business planning.
2. There may be an existing shed on the piece of land. However, it may be smaller/ Larger for your bottled water enterprise. Again the mind talks "I will rectify some part & use the same, save money, smart businessman".
3. To support these, there is ample of "Youtube" Knowledge. They think, they will observe these videos and observe a couple of running plants of freinds, and "smartly" do on their own.
4. They start on "Indiamart" to get quotes. The suppliers start pushing you hard & offer FREE ( Cheap ) advice in anticipation of getting a sale in exchange of this. They also make an impression on you not to spend on getting trained or pay for consultancy, as they have supplied 100s of plants. So you too being smart, save unnecessory ( 😬 ) money.

So, Which is the Right Way ?

• Is DIY wrong ? NO. That's the right ✔️ way.
• Collect Information, but then consult an expert.
• If possible, hire a separate consultant, not a Turn-Key supplier

Can You read this post :- https://mineralwaterprojectinformation.org/how-to-start-mineral-water-plant/

It talks about implementing a Phase-Wise approach.

The "Salary Trap" vs. The Asset Mindset

Lab Technician Salary: A Liability or a Hidden Profit Asset? 

The Problem: I recently encountered a plant owner struggling with a common dilemma: "FSSAI rules have changed. Why keep an in-house lab? I want to save on the technician's salary."

This is Short-Term Thinking. It’s looking at a "Cost Center" instead of a "Profit Center."

The Shift: 

Why it’s an Investment ?

A Lab Technician isn't just a payroll entry; they are your QA Leader.

• The Result: High-compliance allows you to pitch to MNCs, IT Parks, and Five-Star Hotels.

• The Math: These high-paying clients offer better margins. This directly boosts your Operating Profit and your Net Profit (NP). Your ROI isn't found in saving a salary; it's found in winning a 12-month corporate contract.

The Solution: Handling the Overheads 

If the monthly cash flow feels tight, don’t cut the "Soul" of your business. 

Manage the finance better:

• Working Capital: Use an added Working Capital limit to cover these essential "Quality" overheads.

• TReDS Platform: Use the TReDS (Trade Receivables Discounting System) to discount your corporate invoices. It helps you recover outstandings faster, keeping your liquidity healthy while you maintain high standards.

The Why: Think Like the "Big" Players 

Why do Tata or Coca-Cola maintain such massive compliance?

• It’s a Mindset: They stay big because they are particular about standards. They don't cut corners; they build systems.

• The Secret: "Big" isn't a result of luck; it’s a result of a Progressive Mindset.

The Bottom Line: 

No point in firing your technician just to save a few thousand rupees. Instead, use their expertise to win the clients that your competitors can't touch.

Are you saving pennies or building a legacy?

Fear of what ?......

I've generally observed that the Bottled Water Plant Owners in India show great hesitation ( rather they restrict/say no ) to collaborative opportunities😐. Typically when I suggest them to work with people who want to get water bottled from them and brand it as their own.

I truly do not know the reason behind it. And I am sure no plant owner will come and tell me the reason.

One plant owner, whom I know moderately, who does this for some brand owners. He said he would love to fill just the dead production hours.Meaning, entertaining these people (who don't have their own brands) just when he faces a challenge of not having enough volume to meet his break-even point. However, this plant owner was venting out his frustration over brand owners who refuse to guarantee long-term volumes, often failing to honor the very commitments that justified the production setup. This lack of stability makes it difficult for manufacturers to invest confidently in the partnership.

Another funny incident when a plant owner, outright rejected a proposal of this type of work (co-packing) for reasons known to him only. An important point to learn that this plant owner, had recently begun his operations, and all set to order 120 BPM production line from 60 BPM. It is difficult to justify a 'shortage' when a plant has barely finished its first quarter of operation, a period usually reserved for learning the business's baseline. One has to wonder if such a hasty denial of co-packing proposals stems from a genuine lack of space or simply an internal resistance to collaborative growth.

What is the main reason behind this reluctance  ?

Behind the shield of 'production shortages' often lies a deeper anxiety: the fear of nurturing a competitor under one’s own roof. For many plant owners, co-packing isn't just a business deal; it’s a perceived threat to their intellectual property and operational autonomy.

I have spoken to a lady who owns a business ( she makes cookies ), well-known to me. She was once proudly telling me as to how she taught a lesson to a "trader" who bought cookies from her & sold to his customers with her his own brand. She denied of supplying her any new order/s.

Can risk be calculated ?

The word "Risk" itself is pointing towards journey into the unknown. However, it need not be a 100% unforeseen risk, and on the top of it, it can be known at least, if can't be avoided.

While most of Bottled Water Entrepreneurs check technicals of the project, visit many suppliers at various places, and collect a great piece of information, they actually do not devote enough time for their detailed Financial Calculations. The most important is the actual Risk involved.

"Should I venture into this ?"

This is a typical question every entrereneur asks. My answer to them : If your gut feeling says, go ahead, however, check the amount of risk before that, as any wrong decision may pull you into damage which takes years to recover from.

Can it be a "Calculated" Risk ?

Absolutely yes. 3 ways to do it. Let's explore those :-

1. Very first, understand the ROI & overall investment needed : Refer the online/offline material to first confirm this & check your own investment appetitie. Then decide the business Model.There is nothing wrong to start small. 
2. Thing Big Right : Check your Financial Position, if you can insure for the same. Calculate the holding period :- The number of months which may go without active income & make arrangements for the same. You should and can calculate the impact which these months will make.
3. Loan is Okay, but not a Victory : Loan is an asset for Bankers, initially a liability for an entrepreneur. Take it carefully. No problem being extra careful. Calculate everything before going to banks. This step is most important.

Be Wise, no Heroics

Optimism is proved when it realizes the deliverables. Hence the "deliverables" is the true wealth you make & contribute towards the national treasure. It's a very responsible decision. By becoming a financially aware entrepreneur, you are taking a step towards this. It's a DUTY.