India's pride Mulshi Springs Natural Spring Water to be sold over all GCC (Gulf Region) countries by Middle-East beverage giant Masafi
Masafi, the beverage giant of the Middle-East Asia has signed a deal with Mulshi Natural Spring Water to distribute the luxury brand in the entire GCC region. The Masafi-Mulshi deal is for all GCC. The Cooperation Council for the Arab States of the Gulf is known as the Gulf Cooperation Council. GCC, is a regional intergovernmental political and economic union consisting of all Arab states of the Persian Gulf, except for Iraq.Tweet
-- Masafi, the beverage giant of the Middle-East Asia has signed a deal with Mulshi Natural Spring Water to distribute the luxury brand in the entire GCC region. The Masafi-Mulshi deal is for all GCC. The Cooperation Council for the Arab States of the Gulf is known as the Gulf Cooperation Council. GCC, is a regional intergovernmental political and economic union consisting of all Arab states of the Persian Gulf, except for Iraq.
Its member states are Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates. The Charter of the Gulf Cooperation Council was signed on 25 May 1981, formally establishing the institution of the GCC. Masafi will distribute Mulshi Natural Spring Water in all GCC countries and Iraq under a Distribution Agreement with Mulshi Springs of Mumbai.
Mulshi is a gourmet natural spring water from India, which is fast gaining popularity in super luxury hotels, large corporate houses, the niche society and the film fraternity all over the world.
Masafi bottled water and Masafi Juices are the largest selling bottled water and juices in GCC countries and Iraq. The group is owned by Abdul Aziz Al Ghurair. Abdul Aziz Al Ghurair, is the Chief Executive Officer of the publicly traded Mashreq Bank and billionaire. As of 2011 his net worth was estimated by Forbes to be $2.7 billion, making him the 420th richest person in the world.
Some of Mulshi's valuable and loyal patrons include the super luxury hotels like the Ritz Carlton, St. Regis, W Hotel, Shangri-la, Conrad, Lake Palace - Udaipur, Umaid Bhavan Palace - Jodhpur, Falaknuma Palace - Hyderabad - this shows that Mulshi has a strong presence in all the eight super luxury hotels in India. In the luxury hotels segment, Mulshi is present at the Oberoi Hotels, Leela Hotels, Taj Group of Hotels, ITC Hotels, Westin Hotels, Park Hyatt Hotels, Grand Hyatt, Hyatt Hotels, Courtyard by Marriott Group, J W Marriott Group, Novotel, Hilton Group, Four Point by Sheraton Hotels, Holiday Inn hotels, The Resort - Mumbai, Aman - New Delhi, Sun-n-Sand hotel, O Hotels, Radisson Blu hotels, Intercontinental hotels, Ramada group, along with 300 other stand-alone restaurants in the country.
Mulshi's institutional clientele include Reliance ADAG Group, India Bulls, Gordrej Industries, Warburg Pincus and Bennett & Coleman to name a few. According to Naveen Luthra, director, Mulshi Springs, "at conservative estimates 3,00,000 bottles will be exported every month in the first year which works out to exports of US$ 3.6 million a year." Market estimates peg, the natural bottled water market in GCC countries and Iraq is 294 million litres a year and expected to rise by 50% by 2020.
In the first year the estimate indicated above is for a mere 2.7 million litres out of the existing market of 294 million litres. This works out to a mere 0.9% of the market. With Masafi's distribution clout, a substantial chunk of the imported natural bottled water can be exploited. The Preliminary Distribution Agreement between Masafi and Mulshi Springs is initially for one year. After both parties are satisfied with the progress and results, a Distribution Agreement for 7-10 years will be signed, say sources close to the deal.
There is no co-branding and sales will be under the brand name of Mulshi Natural Spring Water only, explains an insider adding that initially the agreement is limited to glass bottles only including 330ml and 750ml glass bottles for still and effervescent water to be launched shortly by Mulshi Springs. Because of the many accolades Mulshi has received, Masafi with its huge marketing clout intends to take on exotic bottled waters from Europe. Some of the popular bottled waters available in GCC countries and Iraq are Evian, Wattwiller, Acqua Panna, Voss, Qvarzia, Volvic, Tau and Antipodes. Mulshi Natural Spring Water is the finest bottled water in India and amongst one of the finest in the world. This opinion is shared by experts, water connoisseurs and fine lifestyle authorities.
Here is what some of the professional experts have to say about Mulshi Natural Spring Water.
1. Gayot, a highly reputed fine wine and fine dine magazine in U.S.A. rates Mulshi as 'One Of The Top Bottled Water Of The World'.
2. Fine Water is the Bible for the finest bottled waters across the world andlists the 100 top still and sparkling waters. Mulshi is the only bottled water from India and South-East Asia to be listed in Fine Waters.
3. Water Quality Association, U.S.A. is the apex international water authority. For creating awareness of the quality of water one drinks, Water Quality Association has laid down parameters where anyone can easily find out the quality of the water. Mulshi Natural Spring Water rates as an "Excellent Water" by these parameters. It may be noted that "Excellent Water" is the highest category in their parameters. No other Indian bottled water achieves this high distinction and falls under the category of "Excellent Water".
4. Berkeley Springs International Water Tasting Competition held every year in West Virginia, U.S.A. is the Olympics for water tasting. Mulshi participated in this competition in February, 2014 and became the first bottled water from India and South-East Asia to qualify for this mega event. It is not surprising that Mulshi Natural Spring Water stood first in this prestigious event.
Colette in Paris is considered the finest water bar in the world. It has visitors like Roger Federer, Peter Pele, Bill Gates, Steve Jobs, Salman bin Abdulaziz Al Saud (King of Saudi Arabia), Paris Hilton, Laxmi Narayan Mittal visiting Colette. In their water bar, Colette stocks the only 35 best still bottled waters of the world. Mulshi is Asia's only bottled water stocked and served with pride at Colette. It is also interesting to note that at Colette, Mulshi is priced higher than the world's most popular water ~ Evian. Evian in India has a MRP of Rs. 197.00 for a 1 liter glass bottle.
Also, interestingly, Mulshi is the third highest priced water in Colette's menu. This is not Mulshi's first foray into the international market. Since 2014, Mulshi is Asia's only bottled water served along with the top 40 bottled waters of the world at Colette; the exotic water-bar in Paris. It is interesting to note that Mulshi costs nearly double at Colette compared to Evian.
More about Mulshi Springs:
Mulshi is bottled by Luthra Water Systems having its plants near Lonavla about 150 kms from Mumbai. The company was for the last four years involved in a tussle with the Food Safety and Standards of India (FSSAI), BIS and FDA (Food and Drug Administration) for the simple reason that since there was no designated standard for spring water in India, they cannot obtain a relevant and factual ISI marking.
To obtain a ISI marking for mineral water would be doing grave disservice to our esteemed clients and our brand which prides itself on being India's first Natural Spring water to be marketed internationally in countries like France, USA , etc. No export to USA or any other country apart from Colette.
Things came to a head when the FSSAI issued an Office Order last year specifying stricter punishment to bottlers of water, packaging and bottling without ISI marking Luthra Water Systems then moved the Bombay High Court restricting all agencies not to stop their bottling. Luthra Water Systems also filed a Writ Petition challenging the FSSAI Office Order.
In what was expected by the trade to be a long drawn-out legal battle, FSSAI suddenly and unexpectedly without demur issued a letter to Luthra Water Systems categorically permitting them to continue bottling without the ISI mark.
More about Abdul Aziz Al Ghurair
Al-Ghurair is currently the head of Mashreq Bank, a leading United Arab Emirates commercial bank founded by his uncle Majed Ahmed AlGhurair during the Gulf's first oil boom in the 1960s. The food division of his holdings, headed by his brother Essa, includes the Middle East's second-largest flour mill and ubiquitous Masafi mineral water. Al Ghurair chairs the Arab Business Angels Network, an organisation that seeks to match angel investment funding with startups by Arab entrepreneurs.
Al Ghurair was Speaker of the House of the Federal National Council (FNC) in the United Arab Emirates (the UAE Parliament) from 2007 until 2011.
Al Ghurair is also the CEO of Mashreq Group. He was appointed to the role in 1990 and has since steered the bank into becoming a world-class financial services institution. Under his 17-year tenure the bank's assets have risen to AED 72.6 billion as of June 2007-a 50.3 per cent increase from 2006.
Driven to lead the UAE banking industry, innovative milestones include Mashreq being the first to launch automated teller machines (ATMs); debit and credit cards; travellers' cheques; consumer loans; Point of sale (POS) terminals; Bancassurance products; mortgages, digital chip enabled credit cards; and the widely popular Mashreq Millionaire rewards-based savings programme.
His endeavours have earned the bank many international accolades, including the 'Best Bank in the UAE' Award 2006 from Euromoney magazine and the MasterCard Product Award for Mashreq UAE E-Gate Prepaid MasterCard card.
Al Ghurair trained as an industrial engineer and gained an honours degree from California Polytechnic State University. He joined Mashreq in 1977. He worked in various capacities till 1988 and he took over responsibility for the bank's international operations, setting up branches in New York-US, London-UK, Bahrain, Qatar, Egypt, India and Pakistan. He was appointed Executive Director in 1989 and became CEO the following year.
Al Ghurair is also the Chairman of Al Ghurair Investment LLC, a diversified industrial group with core focus on Foods, Commodities, Construction and Properties and additionally on Energy, Printing, Retail and Education. Furthermore, he sits on the Board of Directors of the Dubai International Financial Centre, Emirates Foundation and Dubai Economic Council. Al-Ghurair is a member of the Governing Council of the UAE Higher Colleges of Technology and is Chairman of Masafi, RAK Petroleum and the Endowment Fund. He previously sat on the Board of Directors of companies such as Emaar, Dubai Investments, Visa International and MasterCard and Dubai Chamber of Commerce and Industry.
Al Ghurair is a continuing supporter to many charitable organizations and initiatives in the local and international arenas such as the UNICEF, UNISCO, Planet Finance and the UAE Disabled Sports Federation.
Al Ghurair was part of the highest-level official delegation from the United Arab Emirates ever to visit the Vatican met with Pope Benedict and Cardinal Bertone, on 21 October 2008. He also has been honoured with a special Lifetime Achievement Award, at the CEO Middle East Awards.
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