Kochi: Hilly Aqua, the packaged drinking water under the Kerala Irrigation Infrastructure Development Corporation Limited (KIIDC), a wholly owned company of the State government, aims to conquer the market held by private companies. 

Since its launch seven years ago, Hilly Aqua has been trying to make a mark and compete against private players that hold over 95 per cent of the packaged drinking water market. However, it is now gearing up to compete in the market with new initiatives.

Hilly Aqua is a brand of water that is available at a comparatively lower price than other brands. While most brands cost Rs 20 for a 1-litre bottle, Hilly Aqua is available for just Rs 15. Moreover, if purchased directly from the factory outlets, the price further drops down to just Rs 10 per litre bottle. The company has manufacturing units in Aruvikkara (Thiruvananthapuram) and Thodupuzha (Idukki).

To increase sales in the northern districts, the company plans to establish a new factory in Kozhikode.

Hilly Aqua’s General Manager, V Saji, said that the project is under consideration by the government, and once approved, construction procedures will begin swiftly. The plant will be constructed on a 3-acre plot for Rs 22 crores.

Both plants manufacture 35,000-40,000 boxes of one-litre drinking water bottles. Once the new plant is established, the manufacturing is expected to increase to 60,000 boxes.

Complaints have been raised against Hilly Aqua for not being readily available in the market despite having two manufacturing plants. The government could generate significant revenue from the packaged drinking water business if it is sold appropriately.