Founded in 2018, Evocus pioneered India’s first black alkaline bottled water, redefining the hydration category with advanced wellness beverages. The idea was sparked in 2016 when Aakash Vaghela, Founder and MD of Evocus, came across an article on alkaline water. Recognizing a clear gap in the market, he set out to create a healthier, science-backed hydration alternative for Indian consumers.
Since then, the brand has consistently stayed ahead of the curve—building strong recall through associations with celebrities and athletes such as Karan Johar, Malaika Arora, Jacqueline Fernandez, David Warner, Tara Sutaria, and many more. Evocus has also deepened its cultural relevance through strategic collaborations with the sports community and premium lifestyle platforms, including serving as the official hydration partner for Lakmé Fashion Week. Today, the brand is endorsed by 27 Olympians and proudly partners with over 250 properties, including leading hospitality chains like Marriott and Radisson Hotels.
Evocus recently launched a first ever CGI featuring Jason Shah to explain the science behind black water—becoming the first in the category to do so.
MediaNews4U.com caught up with Sonam Pama, Head of Marketing, Evocus
Q. Black water was something new in the country when Evocus launched in 2018. How did Evocus evolve it into a product that consumers started to perceive as cool?
Black alkaline water was a completely novel concept in India. While its distinctive appearance sparked initial curiosity, our focus was always on building long-term relevance through functionality and credibility.
The shift truly began in 2020, as consumers became more health-conscious and began actively seeking products that contributed to their well-being. Evocus aligned seamlessly with this mindset. Backed by clinical trials and scientifically proven benefits, we positioned the product as more than just different, it’s purpose-driven.
We’ve consistently invested in education and transparent communication, including the launch of a CGI explainer video to simplify the science behind Black Alkaline Water. This approach helped transition consumer perception from novelty to necessity.
Today, Evocus is seen not just as a visually unique product, but as a modern, wellness-focussed beverage that fits into a conscious lifestyle.
Q. What goals have been set for the coming three years and what is the gameplan to get there? What is going to be the big challenge in scaling up?
Over the next three years, our goal is to establish Evocus as the leading functional beverage brand in India and expand our presence in global markets. We aim to grow our distribution footprint, drive higher consumer adoption, and introduce new product formats that align with evolving health and wellness trends.
The gameplan involves scaling modern trade and e-commerce channels, investing in awareness-building campaigns, and continuing to back our offerings with credible, science-led communication. Innovation, both in product and packaging, will also play a key role in staying ahead of the curve.
The biggest challenge lies in category building. As early movers in the black alkaline water segment, we’re not just competing, we’re educating. Driving large-scale consumer understanding while sustaining relevance and trust in a competitive wellness space will be our most critical focus as we scale.
Q. Could you talk about marketing activities being done to encourage consumers to incorporate black water into their daily routines?
Our marketing efforts are centered around education, credibility, and lifestyle integration. Since black alkaline water is still a relatively new concept in India, a large part of our strategy focuses on simplifying the science and highlighting the everyday benefits, be it better hydration, improved energy levels, or support for an active lifestyle.
We’re leveraging digital platforms to drive awareness through engaging content, influencer collaborations, and targeted campaigns that position Evocus as a modern wellness essential. Our recently launched CGI explainer video, visually demonstrates how the product interacts with the body, making the functional benefits both accessible and relatable.
On-ground, we’re activating sampling programmes at fitness centers, wellness events, to encourage trial and habit formation. Additionally, our packaging and communication have been designed to align with the aesthetics and language of a health-forward consumer, reinforcing daily relevance.
Overall, our approach is to shift black water from a novelty to a mindful, daily choice, one that complements the consumer’s health goals and fits seamlessly into their routine.
Q. What prompted the shift from mass campaigns to doing targeted activities that aim to drive conversion?
Targetted activities allow us to reach high-intent consumers, drive education, and deliver measurable impact, something mass campaigns couldn’t achieve as effectively for a category this nascent.
Q. How does being associated with lifestyle platforms like Lakme Fashion Week help Evocus both in terms of performance marketing and brand building?
Associations with lifestyle platforms help position Evocus at the intersection of wellness and culture. From a brand-building perspective, it elevates perception, aligns us with premium, aspirational communities, and reinforces Evocus as a lifestyle choice not just a functional beverage.
On the performance side, it delivers high-quality visibility, content opportunities, and targeted engagement with a relevant, health-conscious audience, ultimately aiding both awareness and conversion.
Q. Are sports partnerships a natural fit for Evocus because the product is about enhancing performance? Are there plans to get involved with the IPL?
As a functional beverage designed to support hydration, endurance, and recovery, our core benefits align directly with the needs of athletes and active individuals.
Associating with sports allows us to demonstrate product efficacy in high-performance settings, while also connecting authentically with a health-conscious audience.
Q. Do organic partnerships with celebrities and athletes like Karan Johar, Malaika Arora, Jacqueline Fernandez, David Warner build authenticity? What is the advantage of creating opportunities for the product to be seen with multiple celebrities as opposed to just one?
Yes, organic partnerships with celebrities and athletes build strong authenticity, especially when they genuinely use and talk about the product. It feels real, not staged, making the brand more relatable and trustworthy.
We’ve intentionally avoided appointing a single brand face because Evocus isn’t meant to fit into one persona. Featuring the product with a range of well-known personalities allows it to resonate with diverse audiences and lifestyles. It keeps the focus on the product itself, not just a face, and reinforces Evocus as a versatile, inclusive brand.
Q. What role did AR, VR play in a CGI campaign featuring Jason Shah to explain the science behind black water? Is education an important focus area?
CGI allowed us to visually break down the complex science behind black alkaline water in a way that’s both engaging and easy to understand. Featuring Jason Shah in the campaign added a familiar, credible face to guide viewers through that journey.
Yes, education is a key focus for us. As category creators, building awareness and understanding is critical. We invest in content that simplifies the science and helps consumers see the real, functional value of the product in their daily lives.
Q. According to data analytics, where is the whitespace for growth? How does Gen Z perceive this category compared to older age groups?
Analytics point to strong growth potential in urban tier 1 cities and premium lifestyle spaces like gyms, wellness cafés, and travel hubs, environments where health-conscious consumers actively seek differentiated hydration options.
Gen Z is especially responsive to our new launched electrolyte drinks, drawn by their innovation, visual appeal, and functional benefits. For them, it’s as much about performance as it is about making a lifestyle statement. In contrast, black alkaline water continues to resonate strongly with millennials, who engage with it for its proven health benefits, long-term wellness outcomes, and elevated hydration experience.
Both segments present distinct opportunities, and our portfolio is designed to meet their evolving expectations with targeted offerings.
Q. Evocus recently entered the sports hydration segment. How will it leverage the demand for functional products that deliver results without compromising on ingredient integrity?
With our entry into the sports hydration segment, the focus remains on delivering clean, effective, and science-backed performance. Consumers today demand functionality without fillers, and our electrolyte drinks are formulated to meet that need zero added sugar, no artificial additives, and clean label ingredients.
We’re leveraging this demand by staying rooted in ingredient integrity while offering real results, whether it’s faster hydration, improved recovery, or sustained energy.
Backed by our credibility in the functional beverage space, we aim to position Evocus as the go-to choice for athletes and active individuals who won’t compromise on what goes into their bodies.
Q. In terms of scaling through online, offline, and quick commerce channels what percent of business comes from each avenue? Which avenue has the most potential?
Currently, online and e-commerce channels contribute approximately 20% of our revenue. Quick commerce has emerged as a high-potential growth avenue, offering significant scalability opportunities.
We aim to further strengthen our presence on these platforms by enhancing reach, optimising logistics, and SKU portfolio.
Q. Is it quality or price that drives customers to choose Evocus consistently, rather than it being a one-time trial out of curiosity?
Quality is the primary driver. While the initial trial may be fueled by curiosity, consistent consumer adoption is driven by the product’s efficacy, ingredient integrity, and noticeable health benefits. Our focus on science-backed functionality and clean formulations builds trust and repeat usage.
Price plays a role, but for our consumers, value is measured by performance, not just cost. It’s the quality that turns Evocus from a conversation starter into a daily essential.
