Nayan Shah - Founder & CEO - Clear Premium Water
over the past few decades, India’s bottled water sector has experienced significant transformation. Bottled water, once considered a luxury, has become a staple for millions of Indians, owing to increased demand for safe and pure drinking water. As of 2022-23, per capita use of bottled water had topped 70 litres, highlighting its importance in modern lifestyles. Despite hurdles such as the COVID-19 pandemic, the industry is valued at over ₹700 billion and continues to develop at double-digit rates.
The sector’s rapid growth is being driven by a growing awareness of health and hygiene, increased urbanization, and the expanding reach of both organized and unorganized players. Among the standout names redefining the industry is Clear Premium Water, a brand synonymous with reliability and excellence.
Founded by the visionary entrepreneur Nayan Shah, Clear Premium Water has built a reputation for its high-quality standards, sustainable practices, and strong market presence. Driven by a vision to become the nation’s most cherished bottled water brand, Clear Premium Water has consistently pushed boundaries, from product innovation to eco-conscious manufacturing. With its flagship offerings and dedication to sustainability, the company stands at the forefront of the bottled water revolution in India.
With a commitment to quality, sustainability, and innovation, Clear Premium Water has built a reputation for delivering bottled water solutions tailored to meet the diverse needs of its clientele. The company continues to set benchmarks through innovative practices and unwavering dedication.
Operating from two offices with a workforce of over 390 employees, the company’s robust infrastructure includes two owned plants and over 45 manufacturing units. Supported by a vast network of 1,100+ distributors, Clear Premium Water reaches more than 1, 25,000 retail outlets across the country. Its offerings cater to a wide range of industries, including national airlines, luxury hotels, leading caterers, cinemas, production houses, jewellery stores, automobile industries, e-commerce platforms, petrol pumps and many more.
The company has also made significant strides in the HoReCa (Hotels, Restaurants, and Catering) sector, serving over 1,600 clients by 2024. This expansion reflects its ability to adapt to market demands and reinforce its presence in key industries.
Clear Premium Water offers a comprehensive range of hydration solutions designed to meet the diverse needs of its clientele. The flagship product, Clear Premium Water is a top-tier packaged drinking water range catering to a broad spectrum of consumers.
In addition to this, the company has expanded its portfolio with Kelzai Volcanic Water, a premium offering sourced from the ancient Sahyadri mountain range, which predates even the Himalayas. This unique product serves a more discerning audience seeking luxury and exclusivity in their water choice.
Clear Premium Water remains committed to innovation, with plans for further product launches aimed at meeting the changing consumer demands and continuing to redefine hydration and luxury.
The inception of Clear Premium Water was driven by an insightful understanding of market needs. Mr Nayan Shah, the Founder and CEO of Clear Premium Water, reflects on his entrepreneurial journey, stating, “My journey began with the launch of ‘CURRENT,’ an innovative energy drink that introduced a unique Indianized flavor. However, recognizing the growing demand for safe drinking water, I founded Clear Premium Water in 2005.”
Driven by a strong entrepreneurial spirit and building on his previous experiences, Mr Nayan was equipped with a clear understanding of the industry and business dynamics. This combined with an established network propelled the brand to success, enabling Clear Premium Water to secure high-profile clients like Marriott, TGB, and Jet Airways early on, positioning them as a trusted name in the bottled water industry.
Clear Premium Water has faced several challenges on its journey to success. One of the primary challenges is the widespread misconception that all bottled water is inherently safe, which is far from the truth. As health regulations improve, consumers are becoming more aware of the importance of water quality, which has driven a shift towards branded and regulated water products.
During the COVID-19 pandemic, Clear faced additional hurdles, as the primary focus was on the HoReCa segment, which experienced a dramatic slowdown.
“The pandemic prompted us to pivot and accelerate our presence in the retail market. Through strategic retail expansion, we adapted to changing consumer behaviour and diversified our distribution channels.”
Another challenge has been the rise of counterfeit brands attempting to imitate Clear. These imitations not only damage Clear’s reputation in certain regions but also pose serious health risks to consumers. “In response, we have revamped brand awareness campaigns and taking legal action to help customers identify and trust our authentic products.”
Despite these challenges, Clear Premium Water is on a robust growth trajectory, poised to achieve a 50% CAGR.. With ongoing efforts in market expansion and innovation, these projections are expected to rise, solidifying our position in this evolving industry.
We stand out in the water industry by offering a diverse portfolio designed to cater to a wide range of consumer needs and price points, all while staying committed to quality, sustainability, and innovation, an accomplishment achieved by only a select few in the sector. This diverse product portfolio allows Clear to serve a broad market while maintaining high standards across all products. Clear has also emerged as a leader in the 200ml pack size segment, a key differentiator in the market. “Being the market leader in this pack size highlights our expertise and solidifies our growing leadership in the bottled water industry.”
On the sustainability front, Clear Premium Water has made notable strides. The company’s 26:22 environmental packaging initiatives, which reduce plastic usage by 35-40% and cut carbon emissions, have already been implemented in several plants.
“This initiative is a reflection of our commitment to responsible manufacturing and sustainable innovation, and we plan to expand it nationwide.”
Clear remains committed to minimizing environmental impact, building consumer trust, and contributing to the community through their CSR initiatives.
For Clear Premium Water, success goes beyond being pioneers and innovators. “We pride ourselves on being solution providers. Meeting consumer needs is a core value that drives us forward. We continuously strive to introduce something new while positioning ourselves as the go-to brand for all water requirements, serving a diverse range of clientele with dedication and excellence.” The company continually seeks new ways to innovate, ensuring that it remains a trusted and reliable brand in the bottled water industry.
Clear Premium Water has achieved several key milestones over the years, setting the company apart in the industry. One of the standout innovations was the introduction of square bottles with vertical labelling and co-branding options, a move that revolutionized the market with innovative designs and fresh perspectives. The company has also made significant strides in sustainability. Their Clearth range, featuring packaging with 35-40% less plastic, and the implementation of the 26:22 technology across major plants to further reduce plastic usage by 35-40%, demonstrate our commitment to reducing environmental impact. These eco-conscious practices reflect CLEAR’s dedication to responsible innovation and sustainability.
Staying ahead in a dynamic industry demands vigilance, adaptability, and a proactive approach to future trends.
“We closely track consumer preferences and industry shifts to anticipate the market’s future needs.” Over a decade ago, the company predicted the shift from glass bottles to single-serve options, which led to the successful launch of its 200ml SKU. By investing in sustainable practices and cutting-edge technologies in both production and packaging, Clear continues to lead through innovation.
Currently, Clear Premium Water is focused on expanding its portfolio and launching innovative products. “We are always striving to introduce fresh and innovative offerings to the market”.
The bottled water industry is becoming more organized, with consumers increasingly prioritizing health and safety. Clear Premium Water is poised to lead this transformation. With eco-friendly practices, premium product offerings, and a strong distribution network, Clear is targeting to reach ₹1,000 crore in revenue by 2026-27, ensuring the company’s continued growth and leadership in the market.
Advising aspiring entrepreneurs, Mr Nayan Shah shares, “Starting a business requires more than just a good idea. My advice is to begin by thoroughly understanding your market. Do comprehensive research and truly grasp of your target audience’s needs. In our industry, aligning with consumer values, like eco-consciousness, and consistently maintaining high quality are crucial for long-term success.” He further adds,
“Build your business with a clear purpose. The journey will present challenges, but perseverance and sustained effort will help you adapt and overcome. Only with dedication and persistence can those dreams transform into accomplishments.”
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