In India, drinking water is gradually surpassing its role as a necessity to become a symbol of lifestyle. The high-end mineral water segment is currently valued at about 400 million USD and is growing rapidly.
Last year, premium water accounted for 8% of the bottled water market, a sharp increase compared to 1% in 2021. The entire bottled water market in the country of 1.4 billion people reaches nearly 5 billion USD per year and is forecast to grow by 24%/year - among the fastest in the world.
A bottle of high-end domestically produced mineral water costs about 1 USD per liter, while imported goods usually cost 3 USD or more - many times higher than popular bottled water priced at about 20 cents. However, high-income consumers are willing to pay, considering this an investment for health and personal image.
India's specific context also contributes to promoting this trend. Studies show that most groundwater sources are polluted, and tap water in many places does not meet direct drinking standards.
For the middle and upper class, bottled water is a safe solution. Further, natural mineral water is advertised as containing beneficial minerals, while household filtration systems can remove most microminerals.
The lack of confidence in tap water in some areas has increased demand for bottled water. Now, people understand that mineral water has more health benefits. High prices but this segment will explode" - senior consultant at Euromonitor, Mr. Amulya Pandit said.
From a consumer perspective, real estate developer B.S. Batra in New Delhi said that his family only uses premium water at home. "You feel different, fuller of energy during the day" - he said and added that mineral water is used even when mixing whiskey or making smoothies for young children.
However, not everyone easily accepts the price. Female director Hoshini Vallabhaneni - who participated in a product introduction event - admitted the experience was interesting but said that "using it every day would be very expensive".
Businesses quickly seized the opportunity. Tata Consumer Products promoted the "Himalayan" mineral water line, positioned in the high-end segment and targeting wealthy and health-interested customers.
In the import segment, brands such as Perrier, San Pellegrino or Evian still have a foothold despite being subject to high taxes, making selling prices further emphasize the "chamber" of the market.
This trend also attracts celebrities. Bollywood actress Bhumi Pednekar participates in the high-end mineral water business, showing that drinking water is being associated with a modern, green and health-conscious lifestyle.
The explosion of expensive water reflects the paradox of the Indian market - where clean water is still a challenge to many people, while another part is willing to pay a high price for purity and symbolic value. Here, water is not only for refreshment - but also a declaration of class.
