07/02/2026

LYFE SATURDAY | FEB 7, 2026

/thesuntelegram FOLLOW / Malaysian Paper

ON TELEGRAM m RAM

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Conspicuous hydration

A T an Indian gourmet food store, Avanti Mehta is organising a blind tasting of drinks sourced from France, Italy and India. No, this is not wine, it is water. Participants use tiny shot glasses to check the minerality, carbonation and salinity in samples of Evian from the French Alps, Perrier from southern France, San Pellegrino from Italy and India’s Aava from the foothills of the Aravalli mountains. “They will all taste different so you should be choosing a water that can give you some sort of nutritional value,” said Avanti, who is 32 and calls herself India’s youngest water sommelier, a term usually associated with premium wine. Her family owns the Aava mineral water brand. Premium water is a US$400 million (RM1.5 billion) business in the world’s most populous nation and is growing bigger, as its wealthy see it as a new symbol of status that fits in with a spreading wellness craze. Premium Indian mineral water costs around US$1 for a one-litre bottle, while imported brands are upwards of US$3, or 15 times the price of the country’s lowest-priced basic bottled water. Clean water is a privilege in the country of 1.4 billion people where researchers say that 70% of the groundwater is contaminated. Tap water remains unfit to drink as 16 people died in Indore city after consuming contaminated tap water in December. Many in India see bottled water as a necessity with standard 20-cent bottles widely available at convenience stores, restaurants and hotels. The market is worth nearly US$5 billion annually and is set to grow 24% a year – among the fastest in the world. Bottled water demand in US or China is driven by convenience, making it a US$30 billion-plus market in each country which will grow 4–5% each year, Euromonitor said. In India, the premium water segment is leading the surge in demand, accounting for 8% of the bottled water market last year compared to just 1% in 2021, Euromonitor said. “Distrust of municipal water in some areas has escalated the demand for bottled water. Now, people understand how mineral water has more health benefits. It’s expensive, but the category will boom,” said Euromonitor S AMYANG Foods Inc, known for its globally popular Buldak spicy ramyeon, recently said its annual sales exceeded 2 trillion won (RM5.4 billion) for the first time since its founding in 2025, driven by strong demand for the Buldak series, Yonhap News Agency reported. Samyang Foods’s sales jumped 36% to 2.35 trillion won last year from 1.72 trillion won a year earlier, the company said in a press release. Since its launch in 2012, cumulative sales of Buldak ramyeon have exceeded 9 billion units, generating more than 5 trillion won in revenue. The product gained global attention after its extreme spiciness went viral in a food-eating challenge in 2014. To meet growing demand for

willing to spend on the drink without worrying about the price. I don’t have to push water uphill. I see a long, long, long runway for the business,” CEO Sunil D’Souza said in an interview. Tata’s premium, “Himalayan” mineral water factory is located in the foothills of the Himalayan range, in Himachal Pradesh state. Workers there largely keep a hands-free watch on machines filling plastic and glass bottles with water sourced from a natural underground aquifer. Most Indians prefer still water and the sparkling variants remains niche. Tata said it plans to launch a sparkling Himalayan water and is also scouting for natural springs for expanding its other offerings. At three Foodstories Indian gourmet stores, sales of premium waters tripled in 2025. Customer demand prompted the chain to import “light and creamy” Saratoga Spring Water from New York, which costs 799 rupees (RM35) for a 355ml bottle and stocks sold out within days, said co-founder Avni Biyani. Indian mineral water brand Aava’s sales touched a record 805 million rupees last year, growing 40% a year since 2021. Tata said its basic and premium water portfolio will grow 30% a year, after growing tenfold to US$65 million in six years. Imported waters, which attract over 30% tax, are pricier than Indian brands. Nestle’s Perrier and San Pellegrino along with Danone’s Evian, retail for over 300 rupees, or US$3.20 for a 750ml bottle. Nestle declined to comment, while Danone said the Indian bottled water market was growing at a “robust” pace but imported waters “tend to be niche and boutique.” “When you open your tap, you’re not getting an Aava or Evian and that is what you’re essentially paying for,” said water sommelier Avanti. At the water tasting session, some participants said they enjoyed the experience but many found the price hard to swallow. “To be honest, it is kind of expensive. For everyday use – it will burn a hole in the pocket,” said executive Hoshini Vallabhaneni, one of 14 people at the event. – Reuters

o India’s wealthy embrace new luxury symbol: Water

Avanti fills a glass with Aava Natural Mineral Water in Ahmedabad, India. – PICS FROM REUTERS

Avanti talks about different

brands of packaged

water at ‘Sip and Sense’, a water tasting event.

senior consultant drink specialist Amulya Pandit. Among its consumers are New Delhi-based real estate developer B.S. Batra, who said his family uses only premium water at home to get more minerals and safeguard health. “You feel different, more energetic during the day. I consume mineral water even with whisky at home, and kids use it for their smoothies,” said Batra, 49, an avid badminton player. The popular 20-cent plastic bottled water is mainly made by Pepsi, Coca-Cola and Indian market leader Bisleri. In addition, Indians who can afford it, install purifiers in their homes that cleans the water and removes most minerals. Imported and local premium waters are luring wealthy consumers and businesses alike. Bollywood star Bhumi Pednekar and her sister have launched Backbay – selling 750ml cartons of mineral water for US$2.20. Indian conglomerate Tata is

Starbucks’s partner in India, sells 20 cents bottled water, but premium water is its priority as it sees affluent, health-focused consumers are

expanding its premium water portfolio, and retailers and businesses are reporting higher sales. “Tata Consumer Products, also

Buldak spicy ramyeon, known for viral challenges, sees surging demand Buldak products, Samyang said it has diversified its export markets, while expanding distribution channels in Europe and the US.

The company has also expanded its domestic production capacity, contributing to strong earnings performance, the release said. In July, it began construction of its first overseas production facility in China. Net profit jumped 43% to 387.56 billion won from 271.25 billion won, while operating profit surged 52% to 523.94 billion won from 344.56 billion won. “This year, we will continue the growth trend by strengthening our production and distribution channels,” the company said. – Bernama-Yonhap

Buldak ramen. – PICS FROM SAMYANG FOODS

Buldak Carbonara ramen.