He says, "In many India markets such as, Chennai, the quality of drinking water is poor so people invariably use packaged drinking water. So it is logical for them to look at the regional language, and since the brand is already familiar, in terms of its appearance, there's little chance of confusion. Very few people buy mineral water at the supermarket. Here the target audience are those who go to a small kirana store near the bus stand and ask for a bottle of Bisleri in Marathi, Telugu or Tamil."