ABSTRACT
‘Water is a commodity and to make it a brand one really needs to develop love and respect for the product amongst its customers,’ thus ruminated Behram Mehta, about the journey and hardships he faced, while transforming a commodity into a successful brand. He believes that to make a brand successful and visible, ‘PR skills are as important as marketing or advertising.’ According to him, this is the strategy that made Aava one of the most successful natural mineral water brands in India. Henceforth he wants to devise plans for Aava to expand its reach and product portfolio.
