Nilakshi N Sengupta had been noticing premium water ads everywhere for a few years now — from media features to bottles strategically placed in celebrity hands. Subconsciously nudged, she eventually decided to give them a try.Her switch to premium water came out of mistrust in building pipes and basic filters. “I’ve been drinking bottled mineral water for years — those five–six litre packs from grocery stores and e-commerce apps. So the transition to premium water was seamless,” said the filmmaker. “After a bit of reading up, I decided to try Black Water. And I’m glad I did.”Water is, after all, the most essential health drink. For many, the challenge isn’t the type of water but drinking enough safe, clean water every day. Yet in urban India, hydration has become a lifestyle conversation, with premium water brands promising more than just purity.Why premium water?Ankur Chawla, director at Responsible Whatr, believes Indians deserve access to authentic spring water packaged in sustainable, scalable ways. “India has always been blessed with natural resources, yet most of what’s sold was packaged drinking water or imported brands. We wanted to change that with a homegrown solution that is both pure and environmentally responsible,” he said.Unlike processed packaged water, natural mineral water retains nutrients such as magnesium and calcium in their purest form. For some, functional water goes a step further — protein-infused for gym-goers, vitamin-enriched for those with deficiencies, or sparkling and flavoured options as healthier substitutes to sugary drinks.A growing trendThe industry is still at an early stage in India, but consumer curiosity is rising.Manas Ranjan Hota, CMO and co-founder of DrinkPrime, pointed to a shift in urban preferences: “Some consumers prefer alkaline water, believed to balance the body’s pH. Others want natural mineral or spring water, bottled at source. A fast-emerging category is functional water — protein- or vitamin-infused — aimed at lifestyle needs. Sparkling, fruit-infused or green-tea-infused waters are also gaining traction as alternatives to soft drinks.”Story continues below this adGlobally, many people already replace part of their daily water intake with functional waters. “We expect a similar trend to emerge here,” Hota said. Should you invest in premium water? (Source: Freepik)Value vs. price: Are Indians willing to pay the premium?For Sengupta, the impact went beyond hydration. “My gut health improved, my energy levels increased, and no more mid-day sluggishness. Magnesium, calcium, and sodium balances in my body improved,” she said. Her doctor also recommended zinc for immunity, and she believes the switch contributed to fewer illnesses.“Magnesium helps bone and muscle strength — I don’t get cramps anymore. My sciatica pain eased. And my immunity is stronger: no more cold and cough after every flight I take,” she added.Sravan Kumar Mandala, a US tax consultant and political analyst, had his own reasons to switch to premium water. He distrusted the bleach used in municipal water. “I kept falling sick — bacterial infections, low immunity. After switching to premium water, my headaches and bowel issues disappeared,” he said. For him, the economics also made sense: “A doctor visit plus tests used to cost at least Rs 5,000, medicines another Rs 5,000. Clean drinking water saved me those costs.”Story continues below this adMansi Bhasin, an account director, sees premium water as a healthy indulgence. “I’ve tried Perrier sparkling water. It keeps me hydrated, helps digestion, and eases constipation. With zero calories, it’s a healthier alternative to soda,” she said.For many consumers, the decision ultimately comes down to perceived value. “Indian consumers don’t just look at price — they look at value. Buying premium water isn’t just about quenching thirst; it’s about investing in health, lifestyle, and values,” said Ankur Chawla, director at Responsible Whatr. “If a brand delivers authenticity, purity, and sustainability, people are willing to pay a premium. It’s not about a ‘steep price,’ it’s about perceived worth.”Sengupta agreed: “If one is sick, the healthcare system can turn one into a pauper. I prefer to pay a little more for better food and water. Tol mol ke hisab se (all things considered), I’m getting a good deal.”Bhasin echoed this sentiment. “Premium water is worth the price paid,” she said. “Like regular water, Perrier keeps me hydrated, helps in digestion and eases constipation. The fact that it has zero calories makes it a healthy alternative to soda and sugary drinks.”Story continues below this adExpert takeClinical dietitian and certified diabetes educator Malvika Fulwani offers some reality checks:Alkaline water: Marketed as balancing body pH, but healthy kidneys and lungs already regulate this. Benefits are often placebo.Mineral/spring water: Can add small amounts of essential minerals like calcium and magnesium, though not usually enough to replace deficiencies.Electrolyte-enhanced water: Useful for athletes or those with dehydration from sweating, vomiting, or diarrhoea. Not needed for daily hydration.Story continues below this adLuxury/premium brands: Often sell on purity, taste, or source prestige. Wellness claims are mostly perception-driven.“Many people report no major health differences between plain and premium water,” Fulwani said. “Unless you have specific needs — mineral supplementation, heavy training, or a taste preference that helps you drink more — filtered water gives similar outcomes at a fraction of the cost.”In the times to come, more functional water products tailored to different lifestyles are likely to emerge, serving as an addition to — rather than a replacement for — regular safe drinking water.