Bhumi Pednekar and her sister Samiksha debut a sustainable water brand focused on environmental preservation
Actress Bhumi Pednekar and her sister Samiksha Pednekar have launched a new beverage brand, Backbay, with a mission to redefine hydration in India. This innovative company offers natural mineral water sourced from the Himalayan foothills, packaged in eco-friendly cartons that are a bold alternative to traditional plastic bottles.
Sustainable Packaging for a Greener Future
Backbay's packaging is a testament to the brand's commitment to sustainability. The water comes in lightweight, FSC-certified paperboard cartons topped with plant-based caps made from sugarcane resin. This design significantly reduces single-use plastic waste, making it a more planet-conscious choice.
Pure Himalayan Mineral Water
The water naturally contains minerals such as magnesium, calcium, potassium, and others due to its slow travel through mineral-rich rock formations. It is alkaline and bottled at source in a women-led facility in Himachal Pradesh without human contact, ensuring purity.
A Brand Built on Conscious Consumption
Backbay is designed for modern, mindful consumers who prioritize health, purity, and sustainability in their daily choices. Bhumi Pednekar emphasizes that the brand's choices reflect integrity, sustainability, and long-term impact for people and the planet.
Product Positioning and Pricing
Backbay Aqua comes in two sizes: 500 ml (₹150) and 750 ml (₹200). This positions it as a premium yet accessible option between conventional high-end plastic and glass bottled water. The brand is also developing a sparkling water range with flavors like lychee, peach, and lime.
Women-Led and Socially Conscious
The bottling facility in Himachal Pradesh is primarily women-led, highlighting an effort to empower women in a traditionally male-dominated FMCG sector.
Availability and Partnerships
Backbay will debut in select cities at the end of August, adopting an omnichannel approach to reach its audience. Shoppers will find Backbay at premium grocery stores such as Nature's Basket and Foodstories. The cartons will also be available on major quick-commerce platforms like Swiggy Instamart and Zepto, as well as the brand's own direct-to-consumer website and Amazon.
In addition, Backbay is partnering with hospitality venues to extend its reach into curated dining and wellness spaces. The brand aims to redefine hydration in India through innovative, eco-friendly packaging, pure Himalayan mineral water, and an emphasis on sustainability and social responsibility.
Bhumi Pednekar's advocacy for sustainability is evident in every choice made by Backbay. She believes that the bottled water space is outdated and lacking in trust, and she believes that water hasn't seen meaningful innovation. With Backbay, she aims to fill this gap and offer a hydration solution that is not only better for the environment but also reflects the values of modern India.
- Bhumi Pednekar's new beverage brand, Backbay, is based on a lifestyle that prioritizes health, sustainability, and eco-friendly packaging.
- The innovative company offers natural mineral water sourced from the Himalayan foothills with packaging made from FSC-certified paperboard cartons and plant-based caps, reducing single-use plastic waste.
- Customers can find Backbay Aqua in select cities at premium grocery stores, quick-commerce platforms, and the brand's own direct-to-consumer website, with a women-led facility in Himachal Pradesh.
- Beyond its environmental commitment, Backbay is also partnering with hospitality venues to expand its reach in curated dining and wellness spaces.
- Aiming to fill a gap in the outdated bottled water space, Backbay offers pure Himalayan mineral water that is alkaline and contains minerals like magnesium, calcium, and potassium.
- With more focus on health-and-wellness, lifestyle, fashion-and-beauty, and environmental-science concerns, Backbay seeks to redefine hydration in India through sustainable living, trust, and meaningful innovation.
