Bhumi and Samiksha Pednekar Dive Into FMCG with Backbay Aqua – A Sustainable Approach to Drinking Water
- ByStartupStory | October 13, 2025
Mumbai / New Delhi, October 2025 – Actor and climate advocate Bhumi Pednekar, alongside her sister and co-founder Samiksha Pednekar, has ventured into the bottled water and beverage segment with the launch of Backbay – debuting with Backbay Aqua, a natural mineral water brand packaged in eco-friendly cartons.
What sets Backbay apart is its deep focus on sustainability, transparency, and wellness, merging the essence of FMCG innovation with a conscious consumption mindset – a fresh approach in a sector long dominated by plastic bottles.
A Brand Rooted in Purpose
Backbay was born from the Pednekars’ shared conviction that sustainability should be integral to everyday living. Bhumi, known for her climate advocacy, has often voiced concerns about single-use plastic, particularly in essentials like water.
After over two years of research and development, the sisters built a supply chain that sources natural mineral water from Himalayan glacial melt, bottles it at the source, and packages it in FSC-certified paperboard cartons with bio-caps made from sugarcane resin.
The brand’s catchphrase – “Untouched Water” – reflects its minimal handling approach, ensuring the preservation of the water’s natural mineral profile and purity.
Product, Pricing & Placement
Backbay Aqua currently offers two SKUs – 500 ml and 750 ml – priced at ₹150 and ₹200, respectively. The brand positions these as premium yet accessible, focusing on health-conscious consumers who value sustainability without excessive luxury pricing.
The brand’s omnichannel distribution strategy includes:
-
Quick commerce & D2C: Available via Swiggy Instamart, Zepto, Amazon, and Backbay’s own online store.
-
Retail & modern trade: Present at Nature’s Basket, Food Stories, and select premium outlets.
-
HoReCa partnerships: Targeting restaurants, cafes, and hospitality chains.
Backbay’s initial rollout covers Mumbai, Delhi, Bengaluru, and Hyderabad, with plans for gradual expansion to other metro and Tier-I cities.
Breaking Into a Male-Dominated Sector
The move into FMCG – particularly in the competitive beverage industry – marks a bold step for Bhumi and Samiksha, both of whom come from creative and advocacy backgrounds.
“We are women entering a man’s world,” says Bhumi. “This is not a hobby; it’s a mission to create a good product, challenge norms, and redefine how we consume water.”
The sisters emphasize that Backbay’s foundation is not built on celebrity status, but on purpose-driven entrepreneurship. Bhumi leads brand strategy, while Samiksha manages operations and execution – forming a hands-on partnership focused on authenticity.
Challenges & Opportunities Ahead
Key Challenges
-
Consumer education: Convincing buyers to pay a premium for sustainable water options in a price-sensitive market.
-
Sustainable scalability: Maintaining ethical sourcing, logistics, and carbon efficiency while growing production.
-
Competition: Standing out in a crowded bottled water market with established players.
-
Regulatory scrutiny: Ensuring compliance with strict quality and safety standards in the packaged water sector.
Opportunities
-
Growing eco-conscious market: A rising generation of consumers actively seeks clean-label, plastic-free options.
-
Future expansion: Backbay plans to diversify into sparkling, flavored, and functional beverages.
-
Design-led differentiation: Aesthetic packaging and strong storytelling strengthen its brand equity.
-
B2B demand: Hospitality, wellness, and premium retail sectors present strong institutional opportunities.
Final Word
Backbay Aqua represents more than a celebrity-led startup – it’s a purpose-driven shift toward sustainability in India’s beverage industry. By blending innovation with environmental responsibility, Bhumi and Samiksha Pednekar are reimagining what conscious hydration can look like.
If they can maintain the balance between mission and margin, Backbay could soon evolve into a leading name in India’s sustainable FMCG space – not just another bottled water brand, but a benchmark for purpose-led entrepreneurship.
Follow Startup Story
Related Posts
