Bollywood star Bhumi Pednekar and her twin sister Samiksha Pednekar have made headlines by launching their premium mineral water brand, Backbay, aiming for a green and trendy hydrated future. Sourced directly from the Himalayan foothills in Himachal Pradesh and packed at source, Backbay boasts water that is “completely untouched by human hands,” naturally packed with minerals and electrolytes.
Bhumi claims the water, priced at ₹150 for 500ml and ₹200 for 750ml, is positioned “in the middle of the expensive plastic variants and the super-expensive glass bottles.” She insists the pricing is “accessible” and justifies it by highlighting the sustainable, eco-conscious packaging. Backbay is India’s first water brand using “Gable Top Paper packaging” paired with a plant-based bio cap—an effort meant to avoid toxic plastics and minimize the environmental footprint.
The production facility, led by women, reflects Bhumi’s commitment to social empowerment and sustainability. She hopes Backbay’s “pure taste and lighter planetary footprint” make a daily green choice irresistible to modern, health-conscious consumers. Their distribution strategy targets not just retail shelves, but also schools, offices, theaters, airports, and hotels, with Bhumi dreaming of making Backbay a household staple and hitting the ₹100 crore mark within four years.
Despite the brand’s green ethos and innovative thinking, Bhumi’s statement about “accessibility” sparked instant online backlash. Social media users openly mocked the steep price for something as basic as water, pointing out the disconnect between Bollywood and everyday realities. Jokes about ₹200 water being the new status symbol, quips about “bless her bubble,” and comparisons to everyday tetrapacks went viral, making Backbay’s launch one of the most talked-about events in India’s celebrity business scene.
Bhumi’s vision is to eventually expand Backbay into a full beverage brand, offering naturally flavored sparkling water without sugar or chemicals. Her pitch? If you’ll pay premium prices for energy drinks, why not choose something as essential—and as clean—as water.