AUM Premium, India’s affirmation-led natural Himalayan spring water brand, has conceptualised paper-based bottles and plans to unveil its new packaging by the end of this year. The new packaging format is designed to minimise the use of plastic and provide a more environment friendly alternative to packaging without compromising the premium quality of the water from the bottle.
The idea is a bottle made from paper that is responsibly sourced and has a food-grade barrier to minimize the use of traditional plastic without compromising the integrity of the product. In addition, the lightweight design is expected to increase transportation efficiency and reduce the overall environmental impact associated with packaging and distribution. Through this initiative, AUM Premium aims to explore packaging solutions that combine functionality, consumer convenience and environmental responsibility.
The brand has also recently partnered with Scrapbuddy, a Delhi-based waste management and recycling startup, to provide its customers with an easy-to-use recycling program for used bottles. This collaboration will promote responsible recycling of packaging waste, which will contribute to the development of a more circular packaging strategy and reduced landfill waste.
Speaking about the initiative, Jagriti Motwani, Founder & CEO, AUM Premium, said, “Water is a product people consume every day, but the conversation around it has largely remained limited to purity and price. Packaging deserves equal attention. Our objective is to reduce unnecessary plastic wherever possible without compromising product quality. The paper-based bottle is one step in that direction, and we will continue exploring better alternatives as the technology evolves.”
The industry standard for bottled water is conventional plastic packaging, but AUM Premium has decided to go a different route from the start. AUM Premium is more than a hydration brand, it is a business built on philosophy: Affirm, Uplift and Manifest, and has always believed that creating a premium product goes beyond the water itself, it extends to every choice that shapes the consumer experience. The paper-based bottle reflects this vision, responding to the growing demand for more conscious consumption while preserving the premium experience that defines the brand.
As AUM Premium moves into its next phase of growth, the brand remains focused on rethinking every every aspect of the consumer experience. With plans to introduce 100% plastic-free bottles it aims to take a meaningful step towards more responsible packaging while continuing to offer consumers a premium hydration experience.
