Actor and climate advocate Bhumi Pednekar, along with her sister, lawyer turned entrepreneur Samiksha Pednekar, has announced the launch of Backbay, a new beverage brand in India. The company’s first product is a natural mineral water, filled at source in the Himalayas and packaged in paper cartons.
Backbay enters India’s growing clean beverage sector at a time when the market for premium and functional hydration is expanding. With increasing awareness of health and environmental issues, consumer preferences are shifting away from sugary drinks and plastic bottles towards alternatives that offer minimal processing and more sustainable packaging. The segment is projected to grow at a CAGR of 13.2% through 2028, driven by interest in clean-label products and environmental concerns.
The brand’s water is naturally alkaline and sourced from glacial melt in Himachal Pradesh. It filters through mineral-rich formations, absorbing magnesium, calcium and potassium. The water is then drawn from a protected Himalayan reservoir and bottled at a women-led facility.
“I’ve always been conscious of what I consume and how it impacts my health and the environment,” said 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 “When I looked at the bottled water space, it felt outdated and lacking in trust.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.”
Backbay’s water is packaged in FSC-certified paperboard cartons with plant-based caps made from sugarcane resin. The packaging is designed to endure India’s high temperatures without chemical leaching.
“Water is the most essential product we consume every day, yet ironically, it’s also the most overlooked,” said 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 will offer two carton sizes: a 500 ml pack aimed at consumers on the move and a 750 ml pack for use at home, in offices, wellness spaces, restaurants and hotels.
The product is set to launch at the end of August in select cities. It will be available through online platforms such as Swiggy Instamart, Zepto, Amazon, and Backbay’s own website. The brand will also retail through grocery stores including Nature’s Basket and Foodstories, as well as through hospitality partners.
