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Blenders International targets premium beverage segment
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Tuesday, 03 November, 2026, 08 : 00 AM [IST]
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Anurag More, Mumbai
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Blenders International is focusing on the growing premium beverage segment with its specialised blending water offering, as India's food and beverage industry witnesses increasing demand for quality, innovation and premiumisation. The company aims to strengthen the presence of Paul John Luxury Blended Water, Powered by Plezure, by expanding distribution, building strategic partnerships and creating awareness about the role of blending water in enhancing premium beverages.
According to Rajesh Verma, director, Blenders International, consumers are increasingly looking for quality products, distinctive offerings and premium experiences. This shift is particularly evident in luxury hotels, high-end restaurants and fine-dining establishments, where attention to detail in beverage preparation and presentation is gaining importance.
"Paul John Luxury Blended Water, Powered by Plezure is developed to serve as a specialised water for premium beverages. Its mineral composition and advanced purification process are designed to maintain balance and consistency without overpowering the taste of the beverage," said Verma.
He added that consumers today look beyond the product itself and increasingly value consistency, convenience and the overall experience. The company's approach combines a carefully developed mineral formulation, premium packaging and a convenient serving format. As distribution expands, Blenders International intends to focus on making consumers and hospitality professionals aware of the product's specific purpose and value while improving market accessibility.
The company sees significant growth opportunities across luxury hotels, premium restaurants, fine-dining establishments, select retail outlets and home entertaining. Verma believes that specialised blending water has the potential to establish a distinct position in India's evolving beverage market, particularly as hospitality professionals and premium beverage consumers become more aware of its applications.
Given India's diverse consumption patterns, the company is adopting a focused, market-led expansion strategy. It plans to prioritise cities with established premium hospitality and dining segments while developing partnerships with local distributors and industry stakeholders. Consumer awareness and education about the category will also form an important part of its market development initiatives.
Blenders International's manufacturing strategy centres on product purity, mineral consistency and quality control. Paul John Luxury Blended Water is produced through a multi-stage purification process, followed by controlled bottling operations to maintain consistency. The company's manufacturing facility has a production capacity of 40 bottles per minute and uses automated machinery for filling glass bottles.
Verma said that operational efficiency is being strengthened through standardised production processes, incoming material inspections, production planning and regular equipment maintenance. The company also focuses on monitoring manufacturing operations to minimise wastage, improve resource utilisation and reduce unnecessary delays without compromising product quality.
Technology is another important component of its manufacturing operations. The company is working towards greater process automation, monitoring systems, digital batch records and inventory management solutions to improve traceability, production planning and quality monitoring. These measures are expected to support coordination between manufacturing, quality control and inventory management as operations expand.
On the sourcing front, the company follows supplier selection procedures, defined material specifications and quality checks to ensure consistency in incoming materials. Demand forecasting, inventory planning and regular supplier communication are also part of its supply chain management approach. The company aims to strengthen supplier relationships and build a reliable supply chain to support its future expansion.
Sustainability is being addressed through initiatives focused on reducing production losses, improving energy efficiency and managing manufacturing waste responsibly. Verma said the company intends to continuously identify opportunities to optimise resource utilisation and strengthen its manufacturing processes as the business grows.
Blenders International's immediate priority is to establish Paul John Luxury Blended Water in the market and strengthen its distribution network. In addition to its existing offering, the company is exploring opportunities to introduce low-melting ice, ginger ale and other premium mixers. It is also looking at strategic collaborations with brands and partners that share its focus on premium beverage experiences.
The company plans to develop partnerships across hospitality, retail and distribution channels to improve product accessibility. Future product development and geographical expansion will be guided by consumer demand, commercial viability and operational readiness.
For FY 2026–27, the company's key priorities include expanding distribution, increasing consumer awareness, strengthening hospitality and retail partnerships and improving operational efficiency. Its geographical expansion plans cover Goa, Delhi, Gurugram, Bengaluru, Ahmedabad, Surat, Mumbai, Navi Mumbai, Pune, Hyderabad, Daman, Silvassa, Vapi and Kochi, along with other potential markets.
Verma said the company is also evaluating packaging innovations, manufacturing improvements and opportunities for product development to support long-term growth. Any future capacity expansion, technology upgrades and capital investments will be assessed based on market demand, operational requirements and commercial feasibility.
Beyond distribution and revenue growth, the company aims to establish blending water as a recognised category within India's beverage industry. This will involve educating consumers and hospitality professionals about the difference between specialised blending water, regular drinking water and conventional mixers.
"Through Paul John Luxury Blended Water, Powered by Plezure, we want to contribute to the development of this category through formulation expertise, manufacturing precision and strategic industry partnerships. Our focus is on building awareness, establishing a strong distribution presence and maintaining consistent product quality as the business grows," Verma concluded.
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