Restaurant India News: AUM Premium Launches Affirmation Water Bottles Targeting Wellness Consumers

AUM Premium has introduced The Affirmation Collection, a new range of 1 litre bottled natural Himalayan spring water featuring 12 printed affirmations aimed at integrating mindfulness into everyday hydration habits. The launch reflects a growing trend across the hospitality and wellness sectors where brands are increasingly combining functional products with lifestyle-driven consumer experiences.

The collection includes statements such as “I have everything the universe offers” and “Wealth has already chosen my name,” printed directly on the bottles. The concept is based on linking repeated daily actions like drinking water with intentional thinking and wellness-focused routines.

Industry observers note that hospitality, wellness, and premium food and beverage brands are increasingly exploring emotionally driven product positioning as consumers seek more personalised and mindful consumption experiences. The move also aligns with rising demand for products that combine wellness messaging with everyday utility.

“I am a firm believer in the power of manifestation. Building AUM Premium from the ground up taught me that clarity of intention is half the work,” said Jagriti Motwani, Founder and CEO of AUM Premium. “Water is the one thing everyone reaches for every single day. I wanted that moment to mean something more than just hydration. The Affirmation Collection was born from that belief.”

The launch also signals how hydration brands are evolving beyond conventional packaged water offerings by focusing on branding, emotional engagement, and premium positioning. In the hospitality sector, curated beverage experiences and wellness-led product concepts have become increasingly important across luxury hotels, cafés, wellness retreats, and premium dining spaces.

Sourced from Himalayan springs, the water contains naturally occurring minerals including calcium, magnesium, and potassium. Alongside individual consumption, the company is also positioning the collection as a gifting option within the premium wellness segment.

AUM Premium currently operates across more than 16,000 pin codes in India through e-commerce channels including Shopify and its direct-to-consumer platform.