Aava natural mineral water, is the brainchild of Mr Behram Mehta, Chairman of Shelpee Enterprises. The brand forayed into the Indian bottled water market as a regional player and grew as a pan Indian brand. Lately, the majority of Aava's sales were coming through institutional sales. The brand has now decided to enter in the B2C segment. Discuss the challenges brand will face in launching and establishing itself in Indian B2C market.

Ensure your response includes application of awareness, recall and positioning concepts