Amid the heatwave, a Re 1 water brand is out to upend branding with social impact
Shiva Group of Industries looked at two objectives when it got into the water business — provide drinking water at an affordable price and use the product as a vehicle for marketing too. With the mercury soaring in Delhi-NCR now, their efforts stand to fulfil these objectives in the region.
Kashiish Nenwani and Amit Nenwani, directors at Delhi-based petrochemical firm Shiva Group of Industries, got into the drinking water business in January by launching bottled water under the brand of Wahter. The 250 ml bottle is priced at Re 1.
About 80% of the label space on the bottle is empty; advertisers can put their names and brands here for a price, say the husband-wife duo.
“We recognised the power of advertising and saw an opportunity to integrate brand advertisements into our water bottles, making them affordable for all. This approach allows us to keep our prices remarkably low while still ensuring the sustainability of our operations,” said Amit Nenwani.
As per a January 2023 report by GreyViews Research, the bottled water market size in India was valued at $22.72 billion in 2022 and is expected to reach $36.21 billion by 2030.
Wahter has a mobile app through which advertisers can share their brand designs. They can also add features such as QR codes and discount coupons on bottles’ labels.
Nenwani says their serviceable areas include offices and kiosks across Delhi-NCR. Their distribution strategy includes placing their products in stores that see high footfalls, such as Delhi Metro stations, India Gate and
