BackBay, started in 2025 by sisters Bhumi and Samiksha Pednekar, is one of India’s most talked-about celebrity-backed D2C startups. It focuses on health, eco-friendliness, and high-quality hydration. BackBay is on track to be a top D2C food and beverage brand in India, aiming for over ₹100 crore in income within five years.
What makes BackBay stand out is its dedication to being eco-friendly. Their main product, BackBay Aqua, is natural Himalayan mineral water with added electrolytes and minerals, sold in 500 ml and 750 ml sizes. Instead of plastic or glass, the water is packaged in recyclable paper cartons with sugarcane bio-caps—a first in India’s direct-to-consumer market. This eco-friendly design shows the Pednekar sisters’ concern for the environment and fits with the growing trend toward sustainable D2C brands.
For Bhumi, a longtime environmental advocate, and Samiksha, a lawyer who became a creator, the idea came from their own lives. They had been avoiding single-use plastics but found it hard to find a reliable hydration choice when out and about. This led them to start BackBay, with a simple but important goal: to make hydration better for people and the planet.
The timing is ideal. With the rise in popularity of clean-label wellness and sustainable FMCG, BackBay enters the market with a strong differentiator. The D2C market is moving toward being defined by consumer values rather than just age or income, and BackBay is targeting anyone who wants to make a better choice. This widens their customer base to include urban millennials, Gen Z professionals, health-conscious families, and even smaller cities where people are becoming more aware of their consumption.
BackBay sells its products both online and in physical stores. They are available on their website, Amazon, and quick commerce platforms, as well as in select premium grocery stores, wellness centers, and airports. This ensures they are accessible nationwide and builds visibility in cities. They plan to expand into smaller cities, which will further boost their income.
In an industry full of established FMCG companies and mass-market bottled water brands, BackBay is creating a name for itself through honesty, purpose, and innovation. The founders emphasize that every part of the business, from getting water in the Himalayas to choosing sugarcane-based caps, is done with intention. This careful approach puts BackBay among the most interesting new D2C startups to watch in 2025.
With strong founder-led storytelling and influencer marketing at its core, BackBay uses Bhumi and Samiksha’s personal brands to build trust and reach a wider audience. This strategy ensures real communication and opens doors to partnerships with like-minded content creators.
Looking ahead, BackBay wants to be more than just another bottled water brand. Their goal is to become a lifestyle beverage brand that grows across India and beyond. They are already looking into export opportunities, seeing global markets as a good fit for their high-quality, sustainable hydration products. For investors following VC-backed D2C brands and D2C expansion plans, BackBay is a great example of how creator-led D2C brands can change traditional categories and build successful, purpose-driven businesses in India’s growing direct-to-consumer industry.
As trends continue to focus on sustainability, premium products, and real storytelling, BackBay is set to become one of the fastest-growing D2C brands in India and a model for building consumer businesses based on values.
