Wahter is an advertising and packaged drinking water brand. Wahter said that it is on a mission to make clean, premium-quality drinking water accessible to all Rs. 1 for a 250 ml bottle and Rs. 2 for a 500 ml bottle. Recently, the company raised Rs. 5 crores at a Rs. 52 crores valuation.
Wahter explains that what sets apart is its innovative advertising model, which dedicates 80% of the bottle label to advertisers, transforming the bottles into mobile billboards. This it says provides brands with the visibility and brand recall, all while supporting a larger social cause. Wahter has partnered with prominent names like boAt, Vijay Sales, EarthRaga, Crepfe, and ACE Capital (Dubai), selling over 2 lakh bottles in the first month alone.
Wahter’s advertising model offers brands extended exposure their bottles work as mobile billboards, with affordable pricing that ensures a high return on investment. By targetting premium locations like India Gate and Kartavya Path, Wahter allows precise reach to specific demographics, while interactive elements like QR codes and discounts enhance consumer engagement. Additionally, Wahter aligns brands with sustainability and social impact, as it promotes clean, affordable drinking water across the country.
Recently, Wahter has launched a new product, Shot by Wahter, a bottled water brand designed to double as an innovative advertising platform. With its vibrant design, interactive features like a QR-code-based iPhone giveaway, and nationwide availability across General Trade, Modern Trade, and mom-and-pop stores, Shot offers brands a unique way to engage with India’s Gen Z and millennial audiences while standing out in everyday retail spaces.
Medianews4u.com caught up with Wahter co-founder Amitt Nenwani
Q. How did the idea come about to sell water bottles with 80 percent ad space that transforms the bottles into mobile billboards?
A personal experience inspired the idea of starting Wahter. I was traveling with my wife, Kashiish A Nenwani, and we saw a child drinking unclean water. That moment affected us very deeply and underscored the urgent need for clean and affordable drinking water for everyone, regardless of their financial circumstances.
This realisation drove us to establish Wahter with a mission, to provide accessible, safe drinking water to everyone. By integrating brand advertisements onto our water bottles and innovatively leveraging the power of advertising, we created a sustainable model that allows us to keep water prices as low as Rs. 1 or Rs. 2. This not only ensures affordability for consumers but also offers advertisers a unique platform to connect with their audience.
Q. In the first month, the company sold two lakh bottles. What targets have been set moving forward, and which are the key markets being focused on?
The response to Wahter has been truly overwhelming, with two lakh bottles sold in the Delhi NCR region in just the first month. Our main goal is to become the first choice of advertisers by offering unique and impactful advertising opportunities. To achieve this, we are working to expand our reach from Delhi NCR to a pan-India presence.
As part of this expansion, we’ve launched Shot by Wahter, a mass-market product designed to compete with established giants like Bisleri and Kinley. Unlike Wahter, which is a niche product with a specific advertising-driven model, Shot by Wahter caters to a broader audience while still maintaining our commitment to quality and affordability. This dual approach allows us to serve both niche and mass-market needs effectively, paving the way for a nationwide presence.
Q. So far, how has the response been from advertisers like boAt, Vijay Sales, EarthRaga, Crepfe, and ACE Capital (Dubai)? Which are the key advertiser categories that use Wahter?
The response from advertisers has been incredible, with brands across categories recognising the value of Wahter’s unique platform. For instance, boAt achieved a 20% ROI from their awareness campaign, while Vijay Sales recovered 100% of their advertising spend within the initial few days of the campaign. ACE Capitals, an internationally recognised brand, saw a 5% ROI through strategic distribution in NCR, and Crepfe recorded an impressive 18% ROI.
Most advertisers partnering with us are D2C companies, as they see Wahter as an innovative solution to effectively reach their target audience. These campaigns have validated our model and highlighted the untapped potential for unconventional advertising platforms.
Q. Does the Wahter platform aim to complement OOH activities that brands are doing?
Absolutely. Wahter enhances OOH campaigns by acting as a hyperlocal extension. While billboards and other OOH formats capture attention from a distance, Wahter bottles offer a close, personal interaction with the consumer. The synergy between these mediums ensures a seamless and cohesive brand presence, amplifying the overall impact of OOH campaigns.
Q. Are brands seeing innovative physical advertising solutions as an effective alternative to a saturated digital market?
Yes, brands are increasingly looking for alternatives to digital platforms due to issues like oversaturation, ad fatigue, and rising costs. Physical advertising solutions like Wahter provide a fresh approach, offering direct consumer interaction while avoiding the noise of the digital space. The tangible nature of our platform makes it memorable, ensuring higher recall value.
Q. Typically, who is the TG that brands target when they tie up with Wahter?
Wahter is a versatile platform that can cater to any target audience, depending on the advertiser’s specific requirements. Whether it’s office-goers, students, or young professionals, Wahter’s flexibility allows brands to reach their desired demographic effectively.
Our new product, Shot by Wahter, is designed as a mass product with a special focus on attracting the Gen Z audience. However, its appeal isn’t limited to any single group—it’s a product that can connect with all kinds of audiences, making it a powerful tool for brands looking to broaden their reach.
Q. What role is AI playing for Wahter in terms of designing innovative ad solutions and identifying market gaps?
AI helps us design smarter ad solutions by analyzing consumer behavior, traffic patterns, and demographic data. For example, we use AI to determine optimal kiosk placements and identify market gaps where our model can thrive. It also plays a role in ad personalisation, ensuring the content is tailored to resonate with the target audience in specific locations.
Q. What measurement tools exist to help advertisers see the efficacy of recall for their product on a Wahter bottle?
With Wahter, we provide a dashboard to our advertisers with metrics like distribution reach, and QR code engagement rates. Interactive labels allow for trackable digital interactions, giving advertisers insights into how many consumers engaged with their campaigns. Additionally, we conduct periodic surveys to measure brand recall and consumer sentiment.
Q. Usually, is the goal performance marketing or brand building for advertisers who tie up with Wahter?
It depends on the advertiser’s objective. Some brands, like ACE Capital, use Wahter for brand-building campaigns to enhance visibility in new regions, while others, like Vijay Sales, focus on performance-driven goals such as driving store visits or product inquiries. Our platform is versatile enough to accommodate both.
Q. How does Wahter bridge the gap for a brand between offline presence and digital engagement through QR codes and interactive labels?
We integrate QR codes and interactive labels on our bottles, enabling a seamless transition from offline to online engagement. Consumers can scan the code to access exclusive offers, product information, or digital content. This creates a direct link between a brand’s physical presence and its online ecosystem, enhancing overall engagement.
Q. How does Wahter tap into the current consumer mindset by valuing sustainability and social impact in advertising?
Sustainability and social impact are integral to Wahter’s approach. Our bottles are made from recyclable materials, ensuring minimal environmental impact. By making water highly affordable through advertising, we address a critical societal need, offering clean drinking water to all while empowering brands to align with consumer values around social and environmental responsibility.
With our new mass-market product, Shot by Wahter, we’re taking this commitment further by launching a lifetime giveaway initiative. Each month, users have the chance to win products worth up to Rs. 2 lakhs, starting with the iPhone 16. This initiative is our way of giving back to society, creating excitement among consumers, and providing advertisers with enhanced visibility and engagement. Through this campaign, advertisers can benefit from heightened brand recall as they connect with audiences through meaningful and rewarding experiences.
Q. Recently, the company raised Rs. 5 crores at a Rs. 52 crores valuation. How will the funds be used?
We raised the funds around six months ago, and the funds have been strategically allocated to drive our growth. A significant portion has been invested in expanding our distribution network, deploying more carts and kiosks, and strengthening our operational infrastructure to ensure efficiency and scalability.
Additionally, we’ve utilised these funds to develop and launch Shot by Wahter, a new product introduced this month. With Shot, we are expanding our presence pan-India, targetting a wider audience and creating a mass-market offering that complements our niche product, Wahter. Moving forward, the remaining funds will be directed towards marketing initiatives, further innovation in our advertising solutions, and establishing partnerships that enhance our value proposition to both consumers and advertisers. This will ensure sustained growth and a stronger foothold in the market.
