Bisleri is looking to muscle in on The Coca-Cola Company's and PepsiCo's sponsorship of Indian international cricket, according to local reports.

The domestic bottled water company has held talks with the Indian Cricket League, with a view to gaining pouring rights at cricket matches organised by the Board of Control for Cricket in India, the Business Standard reported today (6 September).

Coca-Cola and PepsiCo have dominated the cricket scene in India for over 20 years, the paper noted. Should Bisleri secure the sponsorship deal, it will be the first time in recent years that the national cricket team will have tied up with a domestic beverage sponsor. An announcement on which company will be granted pouring rights is expected by the end of this week, the paper said.

Owned by Ramesh Chauhan, Bisleri operates out of eight plants in India, and commands around 60% share of the Indian bottled water market.