HillY Aqua ,THODUPUZHA
The main focus of this PSU is to involve itself in the social service sector as well as in the infrastructure development sector of the state which is quite evident from the past and present projects undertaken by KIIDC.
- As a part of the policy of the Government to bring down the spiraling prices of essential commodities, which includes water, the Kerala Irrigation Infrastructure Development Corporation Limited (KIIDC), a wholly owned company of Government of Kerala was entrusted by the Government to bring out packaged drinking water to arrest the spiraling price of different brands of packaged drinking water. Till 2014 at the beginning of each summer season the hundred odd private players in this field used to fix prices of packaged drinking water to their vim and fancies. It is in this context that the Kerala Irrigation Infrastructure Development Corporation Limited (KIIDC), at the direction of the Government have established a packaged drinking water bottling plant at Thodupuzha under the brand name “Hilly Aqua”. The plant at present has a production capacity of 60,000 bottles per day and the first sale of the 1000 ml Hilly Aqua water bottle was inaugurated on the 24th of August 2015. The 1000ml water bottle is priced at Rs. 15.00 per bottle. Since then the product has been showing its presence in the market. At the behest of the Government, the plant has also been bringing out 2000 ml water bottles also, to be sold in the market at Rs. 20.00 per bottle.
- At present the private Companies have their 1000ml water bottles priced at Rs. 20.00 per bottle or above. Now that Hilly Aqua is in the market, the private participators are trying their best to block the introduction of Hilly Aqua to the market by offering heavy margins to the dealers to their product, which they can at the higher prices they have fixed for their product. But by this the end suffer is the public as the additional incentive goes from their pocket. The private participators can be matched by Hilly Aqua by heavy advertisements, but this will finally add to the cost of the water bottle. Hence as a first step the Company is proposing to open separate kiosks or water shops in the premises of bus stations, government hospitals and other public places, so that Hilly Aqua can be brought to the direct access of the public at low cost. Arrangements for the same is fast progressing. Further Government have vide its circular no. 321049 / MP1 / 15 / WRD dated 17.11.2015 have directed that the government departments and other public establishments shall as far as possible buy and use Hilly Aqua drinking water bottles for all government functions.
- In this context we are planning to focus on publishing the brand name of Hilly Aqua throughout Kerala in all the available government mediums.
- By this it is expected that a message will be conveyed to the public that a government packaged drinking water by name “Hilly Aqua” is available at Rs. 15.00 per litre.