Selling What’s Free: How Indian Brands Turn Water Into Gold

In a country where Nimbu Pani, Jaljeera, and coconut water are sold on every corner, brands have found a way to bottle the basics—and sell them at premium prices.

Here’s how Indian brands are redefining hydration:

Himalayan: Bottled From the Lap of the Himalayas

Launched in 1997, Himalayan positioned itself as natural mineral water straight from the mountain range.

• Emphasized purity and untouched terrain.
• It is found in business lounges, luxury hotels, and upscale dining.
• Positioned as a status symbol — more than just water.

They didn’t sell hydration. They sold well-being with a premium tag.

Vedica: The Ayush of Water

Parle’s Vedica mineral water is sourced from the foothills of the Himalayas — marketed as “Naturally Alkaline.”

• Taps into India’s growing interest in wellness and pH-balanced lifestyles.
• Claims of detoxifying benefits and smooth taste.
• Elegant packaging, priced at a premium.

Alkaline water became the new green juice — and Vedica rode the wave.

Veen: The Rolls-Royce of Water

Originally from Finland but also bottled in Bhutan, Veen water is a luxury in a glass bottle.

• Positioned in ultra-premium hospitality spaces.
• Sells sparkling and still variants.
• Targeted at international events, embassies, and boutique hotels.

It’s not water. It’s artisanal hydration.

Aava: Earth’s Natural Gift

Sourced from the Aravalli Hills, Aava sells its water as naturally alkaline, untouched, and rich in calcium and magnesium.

• Endorsed by nutritionists and holistic health circles.
• Beautiful glass bottle design, often seen at premium events.
• Promoted as a health-first water for modern India.

It’s everyday water, rebranded as “science-backed wellness.”

Bisleri: The OG Still Going Strong

Founded in 1965, Bisleri initially positioned itself as mineral water for purity — and it stuck.

• It still leads to market share in India.
• Innovations like Bisleri Vedica, B-Fizz, and FizzJeera show how the brand evolves.
• New eco-initiatives and glass bottle lines are targeting sustainability-conscious consumers.

Once basic, now multi-layered and market-savvy.

So What’s the Real Product?

It’s not the water.

It’s the emotion, the identity, and the experience.

These brands turned water into:

• A symbol of wellness (Vedica, Aava)
• A luxury statement (Veen)
• A travel essential (Himalayan)
• An everyday promise of purity (Bisleri)

Key Takeaways: You’re Not Selling Water

You’re selling:

• Status
• Simplicity
• Sustainability
• Storytelling

Millions pay for the version wrapped in emotion and glass in a country where water is practically free.

This is because the brand holds greater importance than the product.