This document provides information about BOVONTO, a cool drink produced by Kalimark company. It was first introduced in 1959 and became very popular in Tamil Nadu. The document discusses the history and founders of Kalimark company, details about BOVONTO including ingredients and nutrition facts, and two other products produced by Kalimark - Clear Lemon and Frutang.
This document provides information about BOVONTO, a cool drink produced by Kalimark company. It was first introduced in 1959 and became very popular in Tamil Nadu. The document discusses the history and founders of Kalimark company, details about BOVONTO including ingredients and nutrition facts, and two other products produced by Kalimark - Clear Lemon and Frutang.
This document provides information about BOVONTO, a cool drink produced by Kalimark company. It was first introduced in 1959 and became very popular in Tamil Nadu. The document discusses the history and founders of Kalimark company, details about BOVONTO including ingredients and nutrition facts, and two other products produced by Kalimark - Clear Lemon and Frutang.
This document provides information about BOVONTO, a cool drink produced by Kalimark company. It was first introduced in 1959 and became very popular in Tamil Nadu. The document discusses the history and founders of Kalimark company, details about BOVONTO including ingredients and nutrition facts, and two other products produced by Kalimark - Clear Lemon and Frutang.
Submitted by : J. Thoufiq umar - 202654 B. Thirumurugan - 202653
1 COMPANY PROFILE
1916 is the origin of the
Legendary drink 'KALIMARK' by its founder Shri.P.V.S.K.Palaniappa Nadar and P.Unnamalai Ammal. During that year they started their commercial production of indigenous cool drinks, at Virudhupatti currently known as Virudhunagar. While on a steady growth their sons, Shri.K.P.Rajendran, Shri.K.P.Dharmarajan, Shri.K.P.Ganesan along with their sister Smt.G.Dhamayandhi joined hands with the founder and with the idea of the youngsters enlarged their business in various cities such as Madras (Chennai), Madurai and Tirunelveli. The second decade family members introduced the famous carbonated cool beverage 'BOVONTO' during the year 1959, which created a big bang in the cool drinks market and gave the family a great breakthrough and self identity.
The grandsons and great grandsons of the founders took active
part in the business of 'Kalimark' together and stretched their business all over Tamilnadu. During the decade all the products of kalimark were sold in pet bottles and all members have installed pet bottle machines in then factories, and developed their own markets, to meet out the market demand. The two families Shri.K.P.Rajendran and Shri.K.P.Dharmarajan son's took active part in floating the new Private
2 Limited Company 'Kalis Sparkling Water Pvt. Ltd.' at Madurai.There are Lakhs and Lakhs of satisfied customers who enjoy the Quality and Taste every day, which is the main motto of 'Kalimark' and is to be maintained in the years to come. A chance visit to a petty shop in affluent Besant Nagar, Chennai, brought 30-year-old Deepak Chander a portion of unexpected joy recently. While waiting for his change, he spotted a bottle of Kalimark Bovonto at the store. The tangy, grape-flavoured, light soda drink has remained this foodie and poker enthusiast's favourite since he first tasted it as a boy. "I was so excited to find it in the city. I love the flavour," he says. "Though I've lived hi Chennai all along, my father's native place is Kanchipuram. "We spent summer vacations there and die fridge would always be stocked with Bovonto. I had not seen it in the city until now. Every time T look at a bottle of Bovonto, my memories of the summer holidays come flooding back," he adds with a laugh.
Stalled by P.V.S.K. Palaniappan in 1916, the company was named
after his father, Kaliappan, who was a coffee and cardamom exporter. Palaniappan, who was 23 at the time, wanted to step away from his father's business and try something different. "The idea struck him when he saw cool drinks manufactured by Spencer's being sold on board trains (Spencer's and Co., founded in 1865, was a store that retailed imported goods—it catered to British expatriates and the Indian elite). When he mooted the idea of manufacturing a local brand to his circle of friends, it was met with an enthusiastic response," says his grandson K.P.R. Sakthivel, proprietor, Kali Aerated Water Works, Chennai, and the eldest member of the family today.
3 With his wife Unnamallai Ammal’s help, Palaniappan bought a hand-operated machine which could inject gas into water and pressurize it after 100 turns of the .1 machine's lever. Three bottles of soda could be cranked out of it. These were then removed and corked by hand. With shopkeepers encouraging him to ramp up production, Palaniappan moved the unit out of his house and into his first factory in Virudhunagar district in 1916, the same year he had started the unit at home. Subsequent units opened at a gap of every four years, in Madurai, Tirunelveli, Tiruchirappalli, Kumbakonam, Chennai and Karaikudi. "Al that lime, a dozen was equal to 14 numbers. Our marketing strategy was for shopkeepers to buy a dozen but pay only for 12 bottles. The business was not affected even during the freedom struggle. Our glass bottles were imported from Germany," Sakthivel notes. As the business flourished Palaniappan's sons K.P. Rajendran, K.P. Dharmarajan and K.P. Ganesan, along with then" sister G. Damayanthi Amnial and her son G.Soundarapandian—helped him oversee it until his death in 1964. Four of Rajendran's children and Dharmarajan's five sons then stepped into the business.
Sakthivel, Rajendran's eldest son, joined the firm at the Chennai
unit in 1971 after completing his college education. His cousins, K.P.D. Rajendran and K.P.D.Krishnamoorthy, began looking after the Tirunelveli and Tiruchirappalli units in 1972 and 1973, respectively. Soundarapandian was in charge of the unit at Kumbakonam while K.P.R. Nageswaran, Salcthivel's brother, looked after the unit in Karaikudi.
4 Name of the Founder : Mr. P.V.S.K. Palaniaappa Nadar Mr. P.Unnamalai Sons : Mr. K.P.Rajendran, Mr. K.P.Dharmarajan, Mr. K.P.Ganesan Name of the Manufacturer : Kali Aerated Water Works Place : Virudhunagar Year : 1916 Presently Managed By : HI & IV Generation
5 PRODUCT PROFILE
Introduction about the Bovonto
Bovonto is a cool drink popular in South India, especially Tamil
Nadu with a select fan following it is manufactured and marketed by Kali Mark (Kalis Sparkling Water (P) Ltd.), which has offices and bottling plants at several locations in Tamil Nadu. At present it has put up a distribution point at Chennai.
The drink is mildly carbonated and has a tangy grape-cola taste.
Kali Mark is a regional-level player and is one of the very few indigenous cool-drink manufacturers in India that survived the onslaught of take-overs by multinational giants Pepsi and Coca Cola, during the mid-1990s. Other than Bovonto, the company also used to produce cool drinks like Trio, Solo and Frutang. The company still maintains a low profile in areas of marketing advertising. It has a minimal online presence.
When Pepsi and Coke entered the market, they sold 300 ml bottles at Rs 5, while Bovonto sold for Rs 8. Kalimark maintained its price. Kalimark is an Rs.100 crore brand now. Bovonto does not do much aggressive marketing; they mostly rely on word of mouth. Kalirnark. Recently to increase then- penetration they started to appear
6 in TV shows. Bovonto presents a Tamil mega serial (Nadhaswaram) in sun TV and a gaming show in Vijay TV. The parent company of Bovonto has manufacturing units in eight places in Tamil Nadu The company lacks economy of scale, but the strengths of the company include great product, a popular brand and strong distribution.
Bovonto, being Tamil Nadu's favourite drink has established its
taste and quality since a very long time. The drink gives a tangy grape cola taste which is slightly carbonated. Unlike other sodas, Bovonto has mild ingredients that makes the drink taste more delicious and less carbonated.
The product Bovonto came into existence in 1916, in
Virudhunagar under Mr. P.V.S.K. Palaniappa Nadar. The company is being run by the fourth generation of the family. During the 1990s, almost all of the local cool drinks were either bought or driven out of business by aggressive pricing and marketing by foreign competitors. But Kalimark made a strong ground in Tamil Nadu with almost all small players out of the game. Recently Kalimark group has reinvented itself with modern technology for production. The shape of Bovonto pet bottle was redesigned and production was increased. During the decade the cool drinks are sold in pet bottles and have installed pet bottle machines, and developed their own markets, to meet out the market demand.They took active part in floating the new Private Limited Company "Kalimark Product".
7 Bovonto is a cool drink popular in south India, especially Tamilnadu. The drink gives a tangy grape cola taste which is slightly carbonated. It contains Citric acid, Synthetic food colours and added nature identical, natural and artificial mixed flavourinng substance. Bovonto is ideal cool drink for everyone and it comes with really good taste, cannot compare with other drinks. Once tasted bovonto will never try other beverages. Bovonto cool beverage is available hi 500ml and 1.5litre bottle.
Bovonto Ingredients Carbonated Water Sugar, Citric Acid E330 and Contains permitted Natural Colour 150d Synthetic food colours E133,122,124,102. Contains Permitted Class II preservative E211 Contains added nature Identical, Natural and Artificial mixed flavourinng substances.
300ml, 500ml The refreshing clear lemon has a sharp taste which does not forget to hit you straight on your taste buds making the juice tasty and appetising. Prepared under highly hygienic conditions, this drink satisfies the love for lemon. Clear Lemon acts as an energy carbonated drink for all age groups.
Kalimark Frutang 250ml, 500ml, 1.5 Lts Quench your thirst for taste by drinking Frutang made from ripe mangoes. Fresh from the trees, the mango tasting non alcoholic drink has its nature’s best handpicked mangoes added as one of the main ingredient in Frutang. Prepared under highly hygienic conditions, this drink sure satisfies the love for mangoes. Making it a perfect summer drink, Frutang stands out to be one of the most selling Kalimark product among people.
Kalimark Ginger Beer
200ml, 300ml, 500ml Who doesn’t like something that tastes ginger. Kalimark Ginger gives the drink a healthy and a poised taste that makes the drink taste more like ginger soda. The carbonated soda mixed with the taste of ginger essence makes the drink strong. Under 9 circumstances of indigestion, Ginger soda is the best drink that one should hold on to. The ginger taste will enhance the body mobility by making a healthy improvement for the throat and stomach. Kalimark Panneer 200ml, 300ml, 500ml, 1.5 Lts Kalimark Panneer is ‘love’ in a bottle. Rose essence mixed with carbonated water gives a traditional preparation of this drink containing the essence of real rose petals. Giving a soothing and a lovely taste to it, the drink improves the taste buds of oneself. Increasing high levels of tasty essence to it, Kalimark Panneer gives a gentle yet strong taste making the soda taste like heaven.
Kalimark Cloudy Lemon
200ml, 300ml, 500ml Kalimark Cloudy Lemon is a bittersweet soft drink with a mild rounded taste of lemon. It is refreshing and a great taste experience for anyone who enjoys a good lemon drink. The lemon taste will enhance the body mobility by making a refreshment to the mind.
10 Operations and marketing:
Over the years, Bovonto has contested against the Indian players such as Parle, and other MNCs for market share. When Pepsi and Coke entered the market, they sold 500 ml bottles at Rs 5, while Bovonto sold for Rs 8. Kalimark maintained its price. Kalimark is now a Rs 100 crore brand.
Bovonto does not do aggressive marketing, they mostly rely on
word of mouth. Recently to increase their brand penetration they started sponsoring TV shows. Bovonto currently presents reality show on Vijay TV. The parent company of Bovonto has manufacturing units at eight places in Tamil Nadu. The company lacks economy of scale, but the strengths of the company include great product, a popular brand and strong distribution.
11 The brand strategy that bovonto usaed are
Sponsoring reality show on Vijay TV shows like Oru varthai oru
latcham, Star singer, Connecting the usage situations to festivals of India and culture like Jallikkattu, Advertisements that brings in a feel of belongingness, Celebrity endorsments: Nikki kalrani, Akshara hasan, Social media marketing like posting in Instagram and Facebook.
