Aditya Aquatech has been in the business of drinking water for 14 years. Rahul, the new generation person who now manages the company expanded the decade-old of manufacturing into packaged drinking water two years back along with his brother. Their brand, Waterboy, is now flowing considerably well and enabling big growth of their business. The plant meets all the high standards and regulations, with a great focus on the hygiene. They supply water in various options – bottles of 1 litre, 500ml, 200ml, big jars of 20 litres and also make small pouches.
Aditya Aquatech also manufactures the PET bottles within their own factory premises. This not only ensures that the quality standards are maintained but also reduces their dependencies, as such making them more efficient. Before Waterboy, they would supply non-packaged water in cool jars and jugs, supplying to schools, offices and for events. During those 12 years, the market was limited. Mobility was a challenge and they could not supply water outside the Vadodara city. Now Waterboy receives inquiries from across Gujarat and is keen to flourish in many towns like Ahmedabad, Gandhinagar, Anand, Bharuch, and Ankleshwar. Currently, their focus is Gujarat, and then the nearby states of Rajasthan and Madhya Pradesh.
Waterboy also intends to expand its range into premium products. Their dealer network continues to grow, which is responsible for sale in shops and stores, where individuals can buy the water easily. Rahul is aware of the challenges of competing with top brands. When it comes to his city, he believes that their branding is good – “At the Baroda level, we are quite satisfied. People know about Waterboy.”
Rahul acknowledges that different segments respond differently to branded and non-branded products as the margin difference is a lot – “In Baroda outskirts, people don’t go for brands. It also depends on situation and availability. If they find a brand safe for drinking, they go for it.”
Aditya Aquatech has salespersons for marketing their brand and doing various deals with dealers and events. At the same time, they are now focusing on the Internet to generate leads from areas far and near.
Rahul is a young and savvy person, who along with his brother conceived the packaging water business and got it going. He is ambitious and at the same time is patient to understand the challenges of the market.
The vision is clear to keep growing with a focus on quality product and not playing excessively with pricing in the market. Despite the growing competition, Waterboy is doing well and spreading its reach – “Day by day growth mil raha hai. When we entered there were 8-10 players in Baroda, now 18-20 players. Some are into manufacturing. Some into distribution.”
Rahul believes in the efficacy of web marketing but also works closely with big events to create an impact at all forums. Aditya was water partners for the international marathon and VCCI exhibition – “We get a lot of inquiries from that medium also.”
Rahul notes that the growth of the packaged water industry is 13% every year and there tends to be a big churn – “Lower quality products close down. As they can’t compete with others. Sustainability is difficult. But depends on what product range you enter the market.”
Aditya has been pursuing digital marketing with the listing portals with the aim to develop strong online presence, but they haven’t received relevant inquiries. They also have their own website, which is a source of leads for them. The online leads contribute 8-10% of their business – “We get inquiries. But are not able to track down the source.”
Their annual spend on the Internet is Rs 1.5 lakhs and as per Rahul, currently their returns are at 60%.
Aditya is pleased with the performance of NowFloats. They believe that their online presence is now stronger thanks to us. Utilizing appropriate keywords and without any limit is a big advantage for them. Overall experience is good – “Keywords se zyaada focus ho raha hai.”
Rahul mentions the positives as – “Overall site design, after sales support, location based and auto-SEO, and regular new feature launches.”
Two of their orders from beyond Gujarat came through prospects finding them on the Internet. Rahul says that it is likely that they came through NowFloats – “Our NowFloats website’s presence is better than our existing website.”
He also acknowledges that they may need to make changes in keywords to get better results – “Visibility is good in last 2-3 months. After doing 2-3 events, we have now more visibility than before.”
Aditya Aquatech is aware of the importance of updates but they are not as regular as they would like to be. They have an interesting strategy for posting content – they do it during festivals – “Every festival we update. 30 festivals in the calendar.”
Rahul manages updates and does it through his phone. It takes him about a minute to post – “Quite handy and easy to use. No need for the laptop. Very easy to upload from mobile.”
They follow their performance through the analytics. They don’t use the social media auto-post feature. But it’s an important part of their marketing plan, as they receive many queries for catering through Facebook.
Rahul states that he recommends NowFloats and is happy to suggest us to others. The reason he gives is – “I like the design. Overall site. Analysis. Quite satisfied by you.”
Rahul is optimistic about the future. Says it’s bright. He also intends to take more websites for his new stores – “Currently, we are in the planning stage. First, we need to get products on the desk. Then market. Waiting for that.”