Drinking water is becoming a luxury product in India, amid severe drought and excessive exploitation of resources.

In India, access to drinking water is becoming increasingly difficult, turning into a luxury product for millions of people. Severe drought, excessive resource exploitation, and a precarious distribution system contribute to this crisis, revealing deep inequalities. In this context, premium water has become a $400 million a year industry, rapidly growing and considered a status symbol.

A bottle of premium mineral water costs about $1, while imported ones can reach $3. The demand for bottled water is enormous, considering that 70% of groundwater is contaminated. The premium segment, which has grown from 1% to 8% of the market in just a few years, is the engine of this expansion. Consumers, such as real estate developer B.S. Batra, exclusively choose premium water, recognizing its benefits.

Brands like Tata and Aava are expanding their portfolios, and retailers report increasing sales. Although prices are prohibitive for many, demand continues to rise, and premium water is becoming increasingly popular among Indian consumers.