In Inda, like selling most things in life, it's about selling the bottle. What percentage of the population know about the 'ISI' mark of quality issued by the Bureau of Indian Standards (BIS) for bottled water? In a country where just over two decades ago people would frown at the idea of selling as basic a commodity as water, it is quite astounding that so many bottled water brands actually thrive today. Some time back legalised pesticide residues in bottled water were being sold in the market. The norms for regulating pesticide levels in these bottles were so designed that it would not be detected.
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