A few months ago, Tata Group was about to acquire Bisleri International as Ramesh Chauhan, Jayanti Chauhan’s father, had decided to sell the company.
On May 30, Jayanti Chauhan-led Bisleri International, a packaged drinking water company, announced the launch of new carbonated beverages. Bisleri introduced the Rev, Pop, and Spyci Jeera sub-brands to cover the fizzy cola, orange, and jeera categories respectively. Bisleri sells carbonated drinks under the Bisleri Limonata brand. To support the product launches, Jayanti Chauhan’s Bisleri has initiated various marketing campaigns on digital and social media platforms.
It should be remembered that Bisleri International was on the verge of being acquired by Tata Group a few months ago because Ramesh Chauhan, Jayanti Chauhan’s father, had decided to sell the company due to his age and the lack of a successor. Initially, Jayanti Chauhan, Ramesh Chauhan’s only child, was reluctant to take charge of the company, but later she changed her mind and assumed control of Bisleri after the deal with Tata failed to materialize.
Prior to Bisleri’s entry into the soft drink market, Reliance, owned by billionaire Mukesh Ambani, had made plans to launch its own soft drinks under the brand name Campa Cola. Mukesh Ambani acquired Pure Drinks Group for this purpose. Experts believe that Bisleri’s decision to enter the soft drink market will directly challenge Mukesh Ambani’s plan.
On the other hand, Bisleri’s decision to cancel the deal with Tata Group has compelled Tata to invest heavily in its own mineral water brands, including Tata Copper+ and Himalayan. Consequently, Jayanti Chauhan, the sole heiress of a Rs 7000 crore business empire, is now poised to compete with both Mukesh Ambani and Ratan Tata’s group company.
Jayanti Chauhan has grown up in New York, Delhi, and Mumbai. She completed her graduation from the Fashion Institute of Design and Merchandising (FIDM) in Los Angeles. Additionally, Jayanti Chauhan holds a degree in fashion styling from Istituto Marangoni Milano and has also studied Fashion Photography and Styling at the London College of Fashion.