In the United States, Liquid Death proved that even water could be reimagined as a cultural product. By packaging water in tall aluminum cans and marketing it with irreverent humour, the brand turned a basic utility into a lifestyle statement. The product was still just water, but the context around it changed completely.
Now, similar thinking is beginning to surface in India.
One such experiment is Bas Paani, a microplastic-free canned water brand that is attempting to bring premiumisation and personality to one of the country’s most essential commodities.