Soft drink company Kali Aerated Water Works, popularly known as Kalimark, has in its fold the much-loved brand Bovonto, and the ambition to do much more. It has grown manifold since the family business kicked off in 1916. Four generations and 106 years hence, it seems to be well placed for the next round of expansion.
Kalimark was started as a small unit in Virudhunagar (then Virudhupatti) by PVSK Palaniappa Nadar, supported by his wife Unnamalai Ammal. Nadar used to directly sell the products to customers. A picture of the couple (source: KalimarkBovonto.com) is below.
The founder was later helped by his sons and then the next generation came into the business. From making refreshing soda, the company ventured to create soft drink brands.
From Virudhunagar, the company’s products came to Chennai, Tirunelveli and Madurai in 1959.
Cork-bottle soft drinks gave way to uniquely designed conical bottles. The year the brand expanded to Chennai, the second generation soft drink Bovonto under Kalimark was introduced. In the same year, the company’s Chennai factory was inaugurated by the then Chief Minister, K Kamaraj.
The drinks, now sold in pet bottles, include Vibro Paneer, Kalimark Jeera, Zimzo, Aqua Pure, Jinji, Tigo, Frutang, Clubsoda, Flavored milk, Kalimark lemon and Kali Kola.
Kalimark has overcome several hurdles over the last century, while quenching the thirst of its audiences tastefully. Not the least of which is intense competition from Indian and thereafter international brands including Coke and Pepsi. That it has managed to hold its own is a testament to its formulation and perseverance.
The company set up its first factory outside Tamil Nadu in Sricity, Andhra Pradesh, in May 2019 to make its Bovonto soft drink for the Andhra Pradesh and Chennai markets, at a total investment of around Rs.50 crore. At the time, its reported turnover was about Rs 300 crore and it had recently added a range of products – juices, aerated drinks, tender coconut water, tender coconut water-based drinks and bottled water.
Quintessential Indian brands Kalimark and Bovonto have stood the test of time. And their makers are clearly positioning themselves for Kalimark 2.0 – the company’s second century.
