Rich Indians consider water a new symbol of luxury
More and more affluent Indians are choosing premium bottled water as a symbol of luxury and health care. This is due to a lack of trust in local water supplies and a desire to avoid potentially dangerous tap water.
Growing demand for premium brands
At special tastings, similar to wine tests, participants try different types of water from around the world - from French Evian and Perrier to Italian San Pellegrino and Indian Aava. Such events are even organised by «water sommeliers» who evaluate the drink for minerality, richness and taste differences.
Premium water has already become $400 million market and is about 8 % of the Indian bottled water world, which is estimated at almost $5 billion.
Why it's popular
Wealthy consumers explain their choice not only by status, but also by the desire to healthy lifestyle, and distrust in the quality of municipal water, which in many regions of the industrialised country remains undrinkable.
Brands and business
Premium local and imported brands sell their products at prices many times higher than basic water: for example, local premium options can cost around $1 per litre, while imported ones cost more than $3, which is 15 times more expensive than the cheapest water in India.
Indian companies such as Tata Consumer Products, The company is expanding its premium offerings and looking for new natural water sources, while Bollywood stars are launching their own designer bottled water brands and driving sales in wholesale stores.
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