The Rs 383-crore soft drink major, which have many popular brands including Frooty into its fold, is gearing up to meet the market requirements arising out of the new generation's taste habits.

"Our brand Bailey has over 22 per cent market share in the bottled mineral water segment and we stand only next to Bislery, who is the market leader," Mr Chauhan pointed out.

The mineral water market has been growing at the rate of 70 per cent per annum and by volume 35 million cases are sold out every year.

As of now around 200 around mineral water brands are available in the country including that of multinational companies like Coca-Cola and Pepsi.

"Competition is there, but as the quality measures at our facilities are strict we have no qualms in competing with others", he said.

The Parle Agro has been in the forefront of quality mineral water products and the product Bailey was introduced in the country in 1993, Mr Chauhan said adding it took more than seven years to launch the product in Kerala.

The Parle group has tied up with the Kochi based Prima Beverages Ltd for bottling and distribution of the Bailey brand of mineral water in the state.

The product will be sourced at the Prima's state of the art facility at Aluva which has got a capacity of 1500 litre bottle per hour.

The tiny bottle of Bailey, Chhottu has got tremendous response from consumers and its going to rule the market, Mr Chauhan quipped, when asked about the runaway success of the product. "It is small and affordable," he said.

The Bailey brand of mineral water will be made available across the country through the selected franchisees. Parley has got 17 franchisees throughout the country. "Though the brand is distributed through different franchisees, the product everywhere in the country will look alike: in quality and taste, that is our commitment," excelled Mr Chauhan.