Nilakshi N Sengupta had been noticing premium water adverts in every single place for a number of years now — from media options to bottles strategically positioned in movie star arms. Subconsciously nudged, she finally determined to provide them a strive.
Her change to premium water got here out of distrust in constructing pipes and primary filters. “I’ve been ingesting bottled mineral water for years — these 5–six litre packs from grocery shops and e-commerce apps. So the transition to premium water was seamless,” stated the filmmaker. “After a little bit of studying up, I made a decision to strive Black Water. And I’m glad I did.”
Water is, in any case, essentially the most important well being drink. For a lot of, the problem isn’t the kind of water however ingesting sufficient secure, clear water day by day. But in city India, hydration has grow to be a way of life dialog, with premium water manufacturers promising extra than simply purity.
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Why premium water?
Ankur Chawla, director at Accountable Whatr, believes Indians deserve entry to genuine spring water packaged in sustainable, scalable methods. “India has all the time been blessed with pure sources, but most of what’s offered was packaged ingesting water or imported manufacturers. We needed to vary that with a homegrown resolution that’s each pure and environmentally accountable,” he stated.
In contrast to processed packaged water, pure mineral water retains vitamins resembling magnesium and calcium of their purest kind. For some, useful water goes a step additional — protein-infused for gym-goers, vitamin-enriched for these with deficiencies, or glowing and flavoured choices as more healthy substitutes to sugary drinks.
A rising development
The trade remains to be at an early stage in India, however client curiosity is rising.
Manas Ranjan Hota, CMO and co-founder of DrinkPrime, pointed to a shift in city preferences: “Some customers desire alkaline water, believed to steadiness the physique’s pH. Others need pure mineral or spring water, bottled at supply. A quick-emerging class is useful water — protein- or vitamin-infused — aimed toward life-style wants. Glowing, fruit-infused or green-tea-infused waters are additionally gaining traction as alternate options to mushy drinks.”
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Globally, many individuals already substitute a part of their day by day water consumption with useful waters. “We anticipate an analogous development to emerge right here,” Hota stated.
Must you put money into premium water? (Supply: Freepik)
Worth vs. worth: Are Indians prepared to pay the premium?
For Sengupta, the affect went past hydration. “My intestine well being improved, my vitality ranges elevated, and no extra mid-day sluggishness. Magnesium, calcium, and sodium balances in my physique improved,” she stated. Her physician additionally beneficial zinc for immunity, and he or she believes the change contributed to fewer sicknesses.
“Magnesium helps bone and muscle power — I don’t get cramps anymore. My sciatica ache eased. And my immunity is stronger: no extra chilly and cough after each flight I take,” she added.
Sravan Kumar Mandala, a US tax marketing consultant and political analyst, had his personal causes to change to premium water. He distrusted the bleach utilized in municipal water. “I saved falling sick — bacterial infections, low immunity. After switching to premium water, my complications and bowel points disappeared,” he stated. For him, the economics additionally made sense: “A physician go to plus exams used to value a minimum of Rs 5,000, medicines one other Rs 5,000. Clear ingesting water saved me these prices.”
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Mansi Bhasin, an account director, sees premium water as a wholesome indulgence. “I’ve tried Perrier glowing water. It retains me hydrated, helps digestion, and eases constipation. With zero energy, it’s a more healthy various to soda,” she stated.
For a lot of customers, the choice finally comes all the way down to perceived worth. “Indian customers don’t simply take a look at worth — they take a look at worth. Shopping for premium water isn’t nearly quenching thirst; it’s about investing in well being, life-style, and values,” stated Ankur Chawla, director at Accountable Whatr. “If a model delivers authenticity, purity, and sustainability, individuals are prepared to pay a premium. It’s not a few ‘steep worth,’ it’s about perceived value.”
Sengupta agreed: “If one is sick, the healthcare system can flip one right into a pauper. I desire to pay just a little extra for higher meals and water. Tol mol ke hisab se (all issues thought-about), I’m getting a superb deal.”
Bhasin echoed this sentiment. “Premium water is definitely worth the worth paid,” she stated. “Like common water, Perrier retains me hydrated, helps in digestion and eases constipation. The truth that it has zero energy makes it a wholesome various to soda and sugary drinks.”
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Professional take
Medical dietitian and licensed diabetes educator Malvika Fulwani presents some actuality checks:
Alkaline water: Marketed as balancing physique pH, however wholesome kidneys and lungs already regulate this. Advantages are sometimes placebo.
Mineral/spring water: Can add small quantities of important minerals like calcium and magnesium, although not often sufficient to exchange deficiencies.
Electrolyte-enhanced water: Helpful for athletes or these with dehydration from sweating, vomiting, or diarrhoea. Not wanted for day by day hydration.
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Luxurious/premium manufacturers: Typically promote on purity, style, or supply status. Wellness claims are principally perception-driven.
“Many individuals report no main well being variations between plain and premium water,” Fulwani stated. “Until you may have particular wants — mineral supplementation, heavy coaching, or a style desire that helps you drink extra — filtered water offers related outcomes at a fraction of the fee.”
Within the instances to return, extra useful water merchandise tailor-made to completely different life are more likely to emerge, serving as an addition to — fairly than a substitute for — common secure ingesting water.
