RPT--India's wealthy embrace a new luxury symbol: water
Published on: Feb. 2, 2026, 7:51 a.m. | Source: Devdiscourse
Bollywood star Bhumi Pednekar and her sister have launched Backbay - selling 750 ml cartons of mineral water for $2.2; Indian conglomerate Tata is expanding its premium water portfolio, and retailers and businesses are reporting higher sales. Tata Consumer Products, also Starbucks' partner in India, sells 20-cent bottled water, but premium water is its priority as it sees affluent, health-focused consumers willing to spend on the drink without worrying about the price, CEO Sunil D'Souza said in an interview.
