Actor and climate advocate Bhumi Pednekar, alongside her sister, lawyer turned entrepreneur Samiksha Pednekar, announces the launch of Backbay, a new entrant in India’s fast-growing clean beverage sector. Positioned at the intersection of wellness, sustainability, and design, Backbay introduces its first product: natural mineral water filled at source in the Himalayas, enriched with naturally occurring minerals and electrolytes packed in sustainable & design-forward paper cartons.
Backbay’s entry comes at a time when India’s premium and functional hydration market is undergoing rapid transformation. As awareness around health and environmental concerns continue to rise, consumer preferences are shifting away from sugary sodas and PET bottles, often associated with microplastics, toward cleaner beverage alternatives and more sustainable packaging. The segment is projected to grow at a CAGR of 13.2% through 2028, fueled by increasing interest in gut health, clean-label products, and eco-friendly solutions.
The brand aims to fill a critical gap in this space by offering naturally alkaline mineral water from the Himalayas, bottled at source in Himachal Pradesh at a women-led facility. Originating from glacial melt, the water slowly filters through mineral-rich formations, absorbing naturally occurring magnesium, calcium, and potassium. It is then drawn from a protected Himalayan reservoir, yielding a clean, crisp profile that reflects the purity of its source.
“I’ve always been conscious of what I consume and how it impacts my health and the environment,” says Bhumi Pednekar. “When I looked at the bottled water space, it felt outdated and lacking in trust. Despite being the most essential beverage, water hasn’t seen meaningful innovation. Most options come in plastic, and the alternatives are either expensive or inaccessible. This made us rethink how water should be sourced, packaged, and experienced. That’s how Backbay began. Every choice we’ve made reflects our values of integrity, sustainability, and long-term impact. Backbay is not just a product. It is a cleaner, safer choice – one that prioritises people and the planet.”
What sets Backbay apart is its planet-forward packaging. The water comes in FSC-certified paperboard cartons topped with plant-based caps made from sugarcane resin. These easy to carry cartons are engineered to withstand India’s extreme heat without chemical leaching making them a safer, smarter, and more sustainable alternative to plastic bottles.
“Water is the most essential product we consume every day, yet ironically, it’s also the most overlooked,” adds Samiksha Pednekar. “The category is flooded with vague claims, plastic pollution, and a lack of transparency. With Backbay, we saw a clear gap, to build a hydration brand rooted in integrity, design, and conscious sourcing. This wasn’t just a business opportunity; it was a chance to simplify choices in a cluttered space and bring clarity to something as fundamental as the water we drink.”
Backbay introduces two versatile carton sizes tailored to fit seamlessly into your lifestyle. The 500 ml pack is perfect for on-the-go hydration – whether you’re heading to the gym, commuting, traveling, or powering through a busy workday. For more sustained refreshment at home, in the office, in wellness spaces, or across restaurants and HoReCa establishments, the 750 ml option offers optimal convenience and eco-conscious style.
Backbay Aqua will enter the market at the end of August, launching across select cities through a well-planned mix of high-impact retail and quick-commerce channels. The brand’s omnichannel rollout includes leading platforms such as Swiggy Instamart and Zepto, supported by its own D2C website and Amazon to ensure seamless accessibility. To further strengthen its presence, Backbay Aqua will also be available at top-tier grocery destinations like Nature’s Basket and Foodstories, as well as through select hospitality partners. Anchored in a wellness-driven product philosophy, a transparent and sustainable supply chain.
