Premium bottled water has become the newest lifestyle obsession across Indian cities. From alkaline to black water, sleek bottles now flood gyms, cafés, and celebrity posts. The shift is driven by mistrust in tap pipelines, fear of water-borne illness, and the belief that “prevention is cheaper than treatment.” Filmmaker Nilakshi Sengupta explains, “I’d already been using bottled mineral water; switching to premium water felt safer when I read about pH balance and minerals.”

Brands sell an irresistible promise: balanced pH, added minerals, cleaner taste, even “immunity boosts.” Glossy marketing and celebrity endorsements make high-priced hydration look essential. With rising healthcare bills, many urban families justify paying ₹150-₹200 per litre for what feels like peace of mind.

Experts, however, warn that not every premium label ensures better health. Real wellness still depends on water source quality, proper certification, and overall diet, not just stylish packaging. Behind every fancy bottle lies a bigger question: are Indians truly buying protection and purity, or just pouring money into an expensive placebo?