India's wealthy embrace a new luxury symbol: water

Affluent Indians are increasingly buying premium bottled mineral water, a segment Reuters says is about $400 million and grew to roughly 8% of the country's bottled water market.

At gourmet stores in India, blind tastings and higher-end launches show a growing interest in premium bottled water among wealthier consumers. Retailers and brands report rising sales of imported and local mineral waters as some buyers treat these products as status and wellness items. This shift comes against a backdrop where tap water is often seen as unreliable and groundwater contamination is widely reported. Premium water is a small but fast-growing slice of a larger bottled water market. Market facts: - Reuters reports the premium bottled water segment in India is about $400 million. - Euromonitor data cited says premium water rose to about 8% of the bottled water market last year, up from 1% in 2021. - The broader bottled water market in India is valued at nearly $5 billion and was reported to be growing at around 24% a year. - Affordable bottled water is widely available for about 20 U.S. cents, while premium Indian mineral water sells for roughly $1 per litre and some imported bottles cost more than $3. - Reporting notes widespread water quality concerns: researchers say much groundwater is contaminated, tap water is often unfit to drink, and a December incident in Indore was linked to fatalities after people consumed contaminated tap water. - Companies and public figures are expanding premium offerings, with examples including Tata Consumer Products developing premium lines and celebrity-backed brands entering the market. Summary: The rise in premium bottled water reflects both consumer interest in wellness and distrust of municipal supplies, and it is contributing to faster growth within the bottled water sector. Companies are expanding premium ranges and scouting springs, and retailers report higher sales, while price remains a point of hesitation for some buyers.