TLDR;
This video explores how the bottled water brand Clear distinguished itself in a market dominated by established players like Bisleri and Aquafina. After a failed energy drink venture, Nayan Shah recognised the demand for accessible clean water in India. Clear was launched in 2010, employing premium branding, unique packaging, and a top-down approach targeting luxury hotels to establish a status symbol. These strategies helped Clear generate an annual revenue of ₹300 crore.
- Nayan Shah learned from his failed energy drink business.
- Clear targeted luxury hotels to create a status symbol.
- Clear differentiated itself through premium branding and unique packaging.
How Clear Beat the Competition [0:00]
Nayan Shah, after his initial failure in the energy drink business, understood the market's demand and customer mindset. He identified that access to clean water was not readily available to everyone in India, and water is a product purchased daily by everyone. With this in mind, he launched Clear in 2010.
The Challenge of Established Brands [0:17]
Clear faced the challenge of competing with established brands like Bisleri and Aquafina. To stand out, Clear adopted a premium branding and unique packaging strategy to make its product look unique and premium.
Premium Branding and Unique Packaging [0:25]
Clear implemented a top-down approach, initially targeting premium segments such as luxury hotels. The goal was to position their stylish, high-quality bottles as a status symbol.
Success Through Strategy [0:42]
Thanks to these strategies, Clear now generates an annual revenue of ₹300 crore.
