In July 2026, AUM Premium announced that they are all prepped to launch their paper-based water bottles by the end of 2026. Contributing to sustainability to the maximum is their major aim with the launch of these eco-friendly bottles. Partnership and packaging innovation can influence India’s bottled water sector.
With growing consumer awareness about sustainability, brands today focus on taking major steps towards the manufacturing of eco-friendly options. Such measures help brands to do their bit for the environment and attract maximum sales for their sustainable options. Such factors have also affected the demand in India’s bottled water industry. Leading the charge, AUM Premium has announced the launch of its paper-based water bottles by the end of 2026. The main aim of this product launch is to redefine packaging standards in the premium hydration sector.
The bottled water industry has always focused majorly on the mineral and purity content. But AUM Premium, a brand under Bhagva Future Ventures, is targeting eco-friendly packaging solutions with the launch of their product, with the focus on a sustainably aware audience. The company plans to set its standards apart from its competitors and primarily focus on its sustainable packaging factor. The company will begin its conscious initiative by introducing water bottles made from responsibly sourced paper, lined with a food-grade barrier to protect product integrity.
The company expects to lower its dependency on conventional plastics with the launch of its paper-based water bottles, and do its bit for the environment. The lightweight design of the paper-based bottles will aid in streamlining logistics, ultimately minimizing carbon emissions associated with transportation. The main aim of the brand is to prioritize environmental sustainability without hampering consumer convenience or product quality. The brand also aims to spread the message of sustainability among its consumers positively, along with maintaining the product quality.
To maintain the smoothness of the paper-based bottle manufacturing, AUM Premium has joined forces with Scrapbuddy, a Delhi-based waste management startup. The collaboration will encourage consumers to return the used bottles to the packaging for their adequate disposal and recovery. The initiative will help the brands to lower landfill waste, along with taking a major step towards a circular packaging economy.
The industry observers note that alternative packaging solutions are incomplete without a proper recycling ecosystem, which is critical for the industry’s success. AUM Premium is leading the industry in this sector by allowing access to recycling options and promoting sustainable options. Such practices are also helping the brand to stand out as a pioneer of the industry and stand out among the competitors.
Jagriti Motwani, Founder and CEO of AUM Premium, stated to the media that the bottled water industry of India should move beyond the purity and pricing concepts. Motwani affirmed, “Our objective is to reduce unnecessary plastic wherever possible without compromising product quality. The paper-based bottle is one step in that direction, and we will continue exploring better alternatives as the technology evolves.” The company’s philosophy Affirm, Uplift, Manifest underpins its approach to product development and consumer experience, positioning sustainability as a core value, not just a marketing slogan.
Demand for premium hydration sources has increased in India. Hence, consumers today are preferring brands providing water sourced from Himalayan springs at high altitudes. AUM Premium’s bottled water is naturally filtered and is also enriched with minerals such as calcium, magnesium, and potassium. Hence, the brand can fulfill the expectations of consumers seeking a premium bottled-water experience along with options rich in minerals and other health factors. The brand is also able to fulfill the expectations of consumers seeking sustainable packaging choices.
Available in three SKUs, the water is packaged at the source, ensuring minimal processing. The main aim of the paper-based bottle launch by the brand reflects their concern for rising environmental issues created due to waste created by the packaging industry. Hence, this launch is a major step for the brand towards aiding sustainability.
Plastic packaging remains the norm in India’s ₹12,000 crore bottled water market, with most brands yet to transition to sustainable alternatives. The brand’s initiative towards sustainability with the launch of paper-based packaging is expected to also motivate their competitors to manufacture more such eco-friendly products. The industry experts also suggest that the success of such initiatives depends on consumer experience, regulatory support, and the scalability or recyclability infrastructure. Furthermore, partnerships like the one with Scrapbuddy highlight the potential for collaboration between consumer brands and recycling start-ups, creating a model that may be replicated across other FMCG segments.
The brand aims to eventually roll out 100 per cent plastic-free bottles to underscore its commitment to sustainable innovation. As the company enters its next phase of growth, it aims to influence industry standards and redefine what it means to deliver a premium hydration experience in India.
31 July 2026
30 July 2026
30 July 2026
30 July 2026