For a generation that optimizes everything from screen time to sleep cycles, it was only a matter of time before water got an upgrade.

Enter protein water: a category that barely existed in India five years ago but is now projected to grow from $43.2 million in 2024 to $74.6 million by 2030. At the center of this shift is Aquatein, the brand that introduced the concept to Indian consumers in 2019 and has since become synonymous with on-the-go nutrition.

The Problem With Protein Shakes

The traditional protein routine of powder, shaker bottle, measuring, mixing made sense when gyms were the primary venue for fitness culture. But Gen Z operates differently. They're training before work, rushing between meetings, managing side projects, and fitting social commitments into the same 24 hours. Convenience isn't a luxury; it's a requirement.

"Initially, the overall protein market was very focused on powders for bodybuilders and gym goers, where there was a lot of negative connotation towards protein itself because of the powder format," explains Ananth Prabhala, who founded Aquatein alongside Mitisha Mehta. The brand was born from a simple observation: there was an entire aisle of sugar-based beverages, but nothing in the functional nutrition space that felt accessible.

Aquatein's solution? Remove the friction entirely. Their protein water comes ready to drink with no preparation, no equipment, no mess.

What Makes It Work

Aquatein's Pro variant delivers 21 grams of whey protein isolate in each 500ml bottle, with zero added sugar, zero carbs, and zero fat. It's designed to be consumed like regular water, with flavors ranging from strawberry and green apple to lychee and pineapple.

But the appeal goes beyond macros. For a generation increasingly skeptical of energy drinks loaded with sugar and caffeine, protein water offers a fundamentally different value proposition: sustained nutrition instead of temporary stimulation.

The brand clocked approximately ₹8 crore in revenue in the last financial year, driven by distribution across over 2,100 stores in Mumbai and beyond, alongside a growing e-commerce presence. The split currently stands at 60% offline and 40% online, a balance that reflects how consumers are discovering the category both in gyms and through digital channels.

Celebrity Capital Meets Strategic Growth

In February 2022, actor Suniel Shetty invested in Aquatein and joined as both investor and brand ambassador. Shetty's involvement wasn't purely symbolic. "I mean, it's regular hydration with protein, muscle repair, and overall power…This is exciting rocket science and I wanted to be a part of this journey with them," he said at the time.

But celebrity backing alone doesn't scale a business. Aquatein tracks customer acquisition cost (CAC), return on advertising spend (ROAS), and average order value (AOV) against defined benchmarks, aiming for a 1:3 ROAS while expanding through influencer collaborations and experiential marketing.

The brand has since raised $1.09 million over five funding rounds from investors including Eaglewings Ventures, MaGEHold, and others. It's currently in advanced conversations to close a fundraise at a $10.9 million valuation, with plans to hit ₹50 crore in revenue by the end of FY26.

Beyond Protein: The Next Wave

In July 2025, Aquatein launched India's first Collagen Water at a "Hydrave" event in Mumbai which is a hydration-meets-wellness rave that drew fitness influencers, wellness professionals, and music lovers. Each 300ml bottle contains 5,000mg of vegetarian collagen, 400mg of glutathione, and 100mg of Nutroxsun, targeting skin hydration, joint strength, and UV protection.

The launch reflects Aquatein's broader strategy: identifying gaps in functional nutrition and creating products that fit seamlessly into modern lifestyles. The company plans to introduce 14 new products over the next year, some of which are patent-pending, including offerings for children and new energy water variants.

A Category Gaining Momentum

Aquatein's growth mirrors larger trends in how young Indians approach health. The global protein water market was valued at $1.2 billion in 2024 and is projected to reach $3.8 billion by 2033, with millennials and Generation Z driving demand. Major brands like Starbucks and Danone have begun testing protein-enriched products targeting Gen Z consumers, signaling mainstream acceptance.

In India, rising awareness about health and fitness, coupled with government initiatives like the Fit India Movement, is driving demand for protein-enriched beverages. The market is also benefiting from increased e-commerce penetration and younger consumers' preference for online shopping.

Why It Matters

Protein water isn't replacing meals or traditional protein sources but it's filling a different need. For Gen Z, nutrition is becoming ambient: something woven into daily routines rather than confined to specific moments or rituals.

"People's acceptance of beverages is much faster and better, especially in a tropical country like ours, where the majority of the time we spend in the heat," notes Prabhala. In a market where hydration is already a daily necessity, adding functional benefits becomes an easy upsell.

Aquatein is betting that this convergence of hydration meeting nutrition, convenience meeting wellness represents the future of how people consume protein. With expanded product lines, international distribution to the UAE, Saudi Arabia, and Kuwait, and aggressive growth targets, the brand is positioning itself as more than just a protein water company.

It's defining what functional hydration means for the next generation of Indian consumers.