Key points
- Imported brands cost far more than basics
- Market growth driven by distrust of tap water
- Tata and celebrities expand premium water business
NEW DELHI: Bottled water is emerging as the latest luxury symbol for India’s elite, with premium mineral water brands gaining popularity as part of a growing wellness and lifestyle trend in the world’s most populous nation.
According to Reuters, India’s wealthy consumers are increasingly turning to high-end bottled waters, with tastings now being organised in gourmet stores featuring brands sourced from France, Italy and India.
At one such event, participants sampled Evian, Perrier, San Pellegrino and India’s Aava, comparing minerality, salinity and carbonation much like a wine tasting.
Premium Indian mineral water typically costs around $1 for a one-litre bottle, while imported varieties can cost up to 15 times more than the country’s cheapest bottled water. The luxury segment is expanding despite the reality that clean drinking water remains a privilege for many in India, where researchers estimate 70 per cent of groundwater is contaminated.
Bottled water market
India’s bottled water market is valued at nearly $5 billion annually and is projected to grow at one of the fastest rates globally. Euromonitor data shows premium water accounted for 8 per cent of the market last year, up sharply from just 1 per cent in 2021.
Wealthy consumers say they prefer mineral water for perceived health benefits. New Delhi real estate developer BS Batra said his family uses only premium water at home, even mixing it with whisky or smoothies.
Bollywood star Bhumi Pednekar has also entered the market with her own brand, while Tata Consumer Products is expanding its premium Himalayan mineral water portfolio. Retailers report soaring demand, with some imported waters selling out within days despite high prices and heavy taxes.
Analysts say distrust of municipal water supplies, combined with rising health consciousness, is driving the boom, turning bottled water into both a necessity and a new symbol of affluence.
