MUMBAI: A New Wave in the Packaged Water Market

Children of the wealthy often carve their own paths, and Rhea Raheja, scion of the K Raheja Group, is no exception. She has joined forces with her school companion Ishaan Nangia, a partner at Terra Casa Hospitality, to launch Impact Water, entering India’s $9.5 billion packaged water market.

Challenging the Giants with a Greener Alternative

This new venture puts the young entrepreneurs in direct competition with established players like Ramesh Chauhan’s Bisleri, Tata Group’s Himalayan, and Coca-Cola’s Kinley. Rhea, at 23, and Ishaan, at 24, view their product as a more greener option in an industry dominated by plastic bottles. Impact Water uses recyclable paper cartons for its water, a move made possible after India permitted water to be sold in non-transparent cartons in November 2024.

From Idea to Reality

Rhea first thought of the idea while studying in the USA, where bans on single-use plastic bottles on campus inspired her to explore sustainable hydration options. What began as casual conversations with Ishaan evolved into concrete plans for a product that is both practical and eco-friendly, leading to the creation of Impact Water.

The Business Model and Future Aspirations

The company, bearing the same name as its product, was formed in August 2024 with an initial funding of Rs 10 lakh, according to regulatory filings. The price for a 500ml carton is Rs 129, positioning it as a premium but affordable alternative to glass bottled water brands. Looking ahead, Ishaan envisions introducing flavored water with no added sugar, drinks with electrolytes, and offering customized co-branded cartons for events and conferences, aiming for Rs 100 crore in sales within five years.