How start-up Wahter is serving as an effective moving billboard for brand advertisements

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Amitt Nenwani, Founder of Wahter, speaks about the growth and entrepreneurial journey of his venture, the story behind the founding of Wahter, competitive water bottle industry, criteria for Wahter’s selection process for advertisements, and much more.

What is the genesis of Wahter, and what range of products does it offer?

The genesis of Wahter lies in the vision of its founders, Amitt Nenwani and Kashiish A Nenwani, who aim to revolutionize both the packaged drinking water and advertising markets in India. Wahter is a division of the Shiva Group, established with the commitment to make clean, premium-quality drinking water accessible to all at an unprecedented price point of just Re 1 per 250 ml bottle and Rs 2 per 500 ml bottle.

Wahter redefines the market by offering two product variants. One is packaged drinking water, and the other is advertising space for brands that get 80% of the label space on the bottles which serves as effective moving billboards for brand advertisements. Wahter is a unique advertising platform with extended shelf life and high recall value among consumers.

What were the primary obstacles encountered during the establishment of Wahter, and how were they overcome?

There were a few obstacles we encountered during the establishment of Wahter and they were mainly related to the logistical challenges, and ensuring environmental sustainability. Setting up distribution channels and maintaining consistent supply chain operations proved to be hurdles, especially in the initial stages. Negotiating partnerships with suppliers, distributors, and retailers required careful planning to streamline operations and ensure timely delivery. Additionally, maintaining environmental sustainability was a priority for us, particularly concerning plastic waste management. To address this, we partnered with organizations like ScrapBuddy to responsibly recycle the used bottles. By leveraging the partnership with Scrapbuddy, we ensure the repurposing of the bottles to manufacture fabrics and paver blocks.

How does Wahter differentiate itself from competitors in the competitive water bottle industry, and what strategies has it employed to thrive, including its pricing strategy?

Wahter distinguishes itself from competitors by offering more than just water bottles; it provides a platform for brands to advertise while contributing to a larger cause. Unlike traditional advertising methods, where brands pay solely for exposure, Wahter’s approach ensures that advertising investments also have a positive social impact. By leveraging its unique advertising model, Wahter creates a symbiotic relationship with brands, offering them exposure while simultaneously contributing to the mission of making packaged drinking water affordable for all.

Moreover, Wahter’s pricing strategy is a key element of its differentiation. The company strategically positions its products to be significantly more affordable than traditional bottled water brands. For instance, while other brands may sell their bottled water at Rs 20 and more, Wahter offers its products at a fraction of the price, perhaps at Rs 2. This substantial price difference makes Wahter’s offerings accessible to a broader consumer base, further setting it apart in the competitive landscape.

Despite offering competitive prices, how does Wahter ensure its ongoing financial stability?

Wahter ensures its ongoing financial stability through its innovative advertising model. Instead of generating revenue directly from the sale of bottled water, Wahter partners with brands to advertise on their bottles. These brands occupy 80% of the advertising space on bottle labeling, providing a significant source of income for the company. By leveraging this business model, the brand has witnessed sales of other packaged drinking water brands going notably down wherever their carts and strollers are present in the NCR. This advertising revenue supports Wahter's operations and promotes its affordability and accessibility to all initiatives. Additionally, the company maintains stringent cost controls and operational efficiencies to optimize resources and minimize expenses, further enhancing its financial stability in the market.

What criteria form Wahter’s selection process for advertisements featured on its labels?

Wahter’s selection process for advertisements welcomes brands that are seeking innovative marketing approaches and are committed to giving something back to their customers. Unlike traditional advertising mediums, Wahter offers a unique opportunity for brands to engage with consumers through touch-and-feel experiences. Brands that prioritize providing value to their customers and are looking for innovative marketing gimmicks find a fitting partner in Wahter. By advertising on Wahter’s bottles, brands can create memorable and impactful campaigns that resonate deeply with consumers, fostering stronger connections and brand loyalty. This inclusive approach ensures that Wahter’s advertising space is accessible to brands that share its vision of delivering meaningful and engaging experiences to consumers.

Given Wahter’s affordability, what is the anticipated longevity of its service offerings for consumers?

Wahter’s affordability is a cornerstone of its business model, ensuring that its service offerings remain accessible to consumers in the long term. The company is committed to providing water to its customers at its true value without compromising on quality. Wahter establishes itself as a trustworthy option for consumers by prioritizing affordability while upholding stringent quality standards.

What strategic directions does Wahter intend to pursue in the foreseeable future?

In the foreseeable future, Wahter aims to expand its presence and impact by scaling its operations and partnerships. The company plans to increase the number of carts and strollers deployed in the Delhi NCR region, with a vision of reaching 1,000+ carts and strollers targeting places with heavy footfall like metro stations, malls, public places, and near corporate buildings.

Within two months of its launch, the brand has expanded with 100+ carts, strollers, and kiosks with a strong presence at key locations like India Gate, ITO, Connaught Place, Noida Film City, Cyber City, Udyog Vihar, Sohna Road, and others across Delhi NCR.