Backbay, a new premium beverage company founded by actress Bhumi Pednekar and her sister Samiksha Pednekar, has debuted in India’s direct-to-consumer (D2C) market. Their first product, Backbay Aqua, is natural mineral water sourced from the Himalayas. It comes in eco-friendly cartons made from FSC-certified paperboard, with caps made from sugarcane resin.
Backbay aims to mix sustainability, purity, and a high-end image. This reflects the Pednekar family’s 10-year goal to reduce single-use plastic. Backbay Aqua uses heat-resistant, lightweight cartons that prevent chemicals from leaching into the water, setting it apart from regular bottled water.
Backbay is starting with a D2C model that includes quick commerce, select retail, and partnerships with hotels, restaurants, and cafes (HoReCa). The initial launch covers Mumbai, Delhi, Bengaluru, and Hyderabad. Distribution partners include Nature’s Basket, Food Stories, and Food Square, along with platforms like Swiggy Instamart, Zepto, Amazon, and Backbay’s website. The HoReCa partnerships will target gyms, offices, schools, and premium restaurants.
This approach allows Backbay to control growth and focus on building a strong brand image, similar to other fast-growing D2C brands in India. Each retail partnership is carefully chosen to support Backbay’s reputation as a premium and responsible brand.
Samiksha Pednekar manages operations, while Bhumi leads the brand vision and market strategy. This founder-led approach is designed to build consumer trust.
The first products are 500 ml and 750 ml cartons, priced at ₹150 and ₹200. The company is working on two more product lines that focus on clean, sugar-free drinks to meet changing market trends. While Backbay hasn’t announced any funding rounds, Bhumi’s prior investing in sustainable brands suggests promise for future investments.
With its focus on sustainability and innovation, Backbay is well-positioned in the premium D2C market in India. Their goal is to make clean, responsible hydration more common, which aligns with the growing trend of purpose-driven brands in the direct-to-consumer market.
