Want to drink water? How about spring water, or desalinated deep seawater, or glacier water, or iceberg water; or closer home Himalayan and Ayurveda water?

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The humble drink of life is fast transforming into a premium product sourced from mountain springs and icebergs in regions as far-flung as Finnish Lapland, Greenland, Svalbard, Kobe, Canadian Newfoundland and the Arctic Pole. “Pure’’, “virginal” and “untouched” by humanity, it is bottled into premium glass cases, some even studded with Swarovski crystals, and costs anywhere from $ 15 – 50 for a litre!

Marketed by upscale brands, the water is then presented not as that base liquid that quenches thirst and saves life, but as a pristine luxury product that enhances the quality of living, courtesy the infusion of minerals like calcium, magnesium and on account of being devoid of traces of nitrate. Estimates from Zenith Global show the market for premium water globally is over $147 billion, growing at over nine percent annually.

Within India, national and international brands are now vying to entice consumers, and more so, water sommeliers and connoisseurs with waters from Himalayan regions and the Sahyadri Mountains that are pesticide and chemical free, are highly alkaline and act as natural detoxifiers.

Says Ganesh Iyer, national sales director, Veen, a Finnish premium water brand, “As we see premiumization around us in every sphere of our daily life, Veen fits into the category of premium natural mineral water in the glass. Globetrotters over the years have seen water being served in glass bottles when it comes to hotels and restaurants. We see a great scope of up gradation in the water category not just because of rising disposable incomes and increase in DINKS ( Double Income No Kids ) couples, but also with the millennials who are very particular about consuming environmentally safe products.’’

According to Sachiin Joshi, chairman of Viiking Ventures, which retails the Paani brand of natural mineral water, the careful balance of naturally enriched organic minerals in the water not only adds a “unique taste but uplifts the spirit with the pure essence of the Himalayas.”

Experts point out the trend of "differentiated waters’’. Brand consultant Harish Bijoor says brands are creating differentiation in consumer minds “by reiterating things like the water being sourced directly from springs or icebergs and bottled at the source. This differentiation separates premium water from regular mineral water as it has a certain romance and exclusivity attached to it. And consumers who are fond of upmarket products buy it.”

Differentiation happens not only from the sourcing of water but also through the addition of organic additives such as Ayurveda herbs and plants like tulsi, saffron, ginger, amla that carry their own unique set of health benefits. “There will be a lot of excitement in the water category. Brands are creating a story and leveraging unique packaging such as glass cases,” says Bijoor.

Water brands perceive their associations with luxury hotels and restaurants as a key method to promote their premium waters. Iyer says Veen will focus and grow in the hotels, restaurants and caterers segments. “Our growth is directly proportional to the growth of newer hotels and restaurants which are premium. In future, we intend to launch water-related products that are environmentally safe.”

According to Joshi, the increase in domestic and international tourists will be a major driver for bottled water sale. “We are growing in double digits year-on-year.”

DOLLAR FLOWS

  • The premium water market globally is over $147 billion, growing at over 9% annually  
  • Rise in domestic, international tourists will be a major driver for bottled water sale  
  • Associations with luxury hotels, restaurants is key for water brands to promote premium water