In upscale gourmet stores across India, a new kind of tasting session is taking place—not for fine wine, but for water. Avanti Mehta, who describes herself as India’s youngest “water sommelier,” hosts blind tastings where participants sample waters from around the world using tiny shot glasses. They evaluate subtle differences in minerality, carbonation, and salinity among brands like Evian from the French Alps, Perrier and San Pellegrino from France and Italy, and local options such as Aava from the Aravalli foothills.
“They will all taste different,” Mehta explains. “You should be choosing a water that can give you some sort of nutritional value.”
This emerging ritual reflects a broader shift among India’s affluent class: premium bottled water has become a new status symbol, blending concerns over health, safety, and exclusivity in a country where access to clean drinking water remains uneven.
India, home to 1.4 billion people, faces significant challenges with water quality. Researchers estimate that about 70% of groundwater is contaminated, and tap water is often unfit for direct consumption. High-profile incidents, such as the December deaths in Indore linked to contaminated tap water, underscore the risks. In this context, many view bottled water not as a convenience, but as a necessity for safeguarding health.
The overall bottled water market in India is valued at nearly $5 billion and is expanding rapidly at around 24% annually—one of the fastest growth rates globally. Within this, the premium segment stands out as the fastest-growing category. According to Euromonitor, premium water now accounts for about 8% of the market, up sharply from just 1% in 2021. The premium segment itself is worth approximately $400 million and continues to attract investment from major players.
Affluent consumers, including real estate developers, celebrities, and business leaders, are driving demand. New Delhi-based real estate developer B.S. Batra, for instance, says his family relies exclusively on premium water at home to ensure better mineral content and protect their health. High-profile endorsements add to the appeal—cricketer Virat Kohli has been associated with brands like Evian, while Bollywood actress Bhumi Pednekar and her sister recently launched Backbay, offering 750 ml cartons of mineral water priced at around $2.2.
Major companies are capitalizing on the trend. Tata Consumer Products, a key player that also partners with Starbucks in India, sells standard bottled water for about 20 cents but views premium offerings as a high-priority, high-margin category. CEO Sunil D’Souza notes that health-conscious affluent buyers are willing to pay more without hesitation. Tata is actively expanding its premium lineup, including Himalayan-sourced waters, and scouting for natural springs to meet rising demand.
Retailers are seeing similar surges. At gourmet chains like Foodstories, premium water sales tripled in 2025, prompting imports of niche options such as Saratoga Spring Water from New York, which can cost up to $9 for a small bottle and sells out quickly.
Prices highlight the luxury divide: basic bottled water remains affordable at around 20 cents, domestic premium mineral water costs about $1 per liter, and imported varieties often exceed $3—up to 15 times more expensive than standard options. This premiumization mirrors global trends among the elite, where water is treated like fine wine, with emphasis on origin, mineral composition, and even wellness benefits such as alkalinity.
For India’s upper class, embracing premium water is about more than hydration—it’s a statement of privilege, wellness priorities, and caution in the face of public water supply limitations. As disposable incomes rise and health awareness grows, this once-basic commodity is solidifying its place as a marker of refined living.
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