Bollywood actor Bhumi Pednekar and her sister Samiksha have launched Backbay, a premium mineral water brand aimed at modern, health-conscious Indians. The launch, however, has stirred up mixed reactions online, mainly because of its price and bold sustainability claims.
Himalayan Mineral Water in Stylish Cartons
Backbay Aqua will be available from 28th August. The water is sourced from the Himalayan foothills and bottled at a women-led facility in Himachal Pradesh. The cartons are sleek, made from FSC-certified paperboard, and come with plant-based caps. Packaging is designed to be fully recyclable and eco-friendly. This is different from traditional plastic bottles and glass containers that dominate the market.
What Makes Backbay Different?
The water comes straight from protected Himalayan reservoirs. It contains naturally occurring minerals like magnesium, calcium, and potassium. The packaging is a major selling point—Backbay uses gable top cartons and bio caps, making it one of the only brands in India with this unique sustainable focus.
Bhumi Pednekar claims the brand is driven by purpose and environmental responsibility. She believes consumers in India are ready for change and want products that are both pure and mindful of nature.
Pricing Sparks Debate
Backbay water is priced at ₹150 for 500ml and ₹200 for 750ml. The founders say it’s placed between premium glass-bottled water (up to ₹600) and regular plastic bottles (up to ₹90). They insist Backbay is affordable for its quality. But Internet users have a different opinion.
Many on social media have mocked the price, saying it seems “out of touch” with regular Indian families. Comments point out that tap water or affordable bottled water serves most Indians’ needs, and a ₹200 carton may not be as accessible as claimed.
Sourcing and Sustainability
Backbay promises water untouched by human hands. It highlights conscious sourcing, local employment, and women-led production. Bhumi has openly spoken about building a transparent brand for mindful hydration, one that avoids plastic pollution and supports wellness.
Flavoured Sparkling Water on the Way
Backbay is not stopping with plain mineral water. The brand is already developing sparkling variants—lychee, peach, and lime flavours—set to hit the market soon.
Ready For Modern India?
Backbay targets on-the-go urban customers, wellness seekers, hotels, airports, and offices. With premium positioning and visible environmental claims, it seeks to win the hearts of those willing to pay extra for healthy living and sustainable choices.
The Verdict
The arrival of Backbay has certainly started a conversation. Whether it is the price, the planet-friendly cartons, or the Bollywood glamour behind it, India is watching closely. For now, Bhumi Pednekar’s Backbay stands out for its clean, conscious approach—even as consumers debate if premium water is worth the splash.