Business Remedies | Rajshree Upadhyaya | June 6 2025 | In 2020, siblings Devang and Shachi Singhania from Kolkata made their mark by launching Beyond Water, India’s first liquid water enhancer brand, disrupting the traditional beverage industry. Their vision was to redefine how people stay hydrated. Devang brought with him hands-on experience, managing family-owned tea estates and an academic grounding from Babson College. Shachi, also a Babson graduate, honed her skills in strategy, branding, and design through diverse roles in the startup space. The duo identified a major gap in the Indian beverage market: the lack of healthy, tasty, and convenient hydration options. They realized that despite water being essential for health, people often avoided drinking enough due to its bland taste.
Beyond Water introduced a unique solution, compact, portable bottles filled with sugar-free, vegan, and natural flavors like Zesty Orange, Watermelon Mint, Mango Peach, and Ginger Lime. Unlike traditional sugary beverages, these liquids could be easily mixed with plain water, instantly enhancing its taste and nutritional value with essential vitamins. Their product appealed to health-conscious consumers and aligned perfectly with the growing demand for customizable, wellness-driven lifestyles. Their D2C (Direct-to-Consumer) approach enabled quick feedback and rapid improvements in offerings and marketing.
First-Mover Advantage in India’s Beverage Space
Their big break came with Shark Tank India Season 1, Episode 16. With a clear pitch and growth strategy, Devang and Shachi sought Rs. 75 lakhs for 4% equity, valuing the company at Rs. 18.75 crores. At the time, monthly sales were Rs. 12 lakhs, with each bottle retailing at Rs. 300. While Ashneer Grover dismissed it as a gimmick, Namita Thapar and Aman Gupta saw potential. After dramatic negotiations involving equity reshuffling and exits by other sharks, the deal was closed at Rs. 75 lakhs for a 15% stake.
This strategic partnership brought not just capital but also credibility and mentorship, propelling the brand into national spotlight. Post-investment, Beyond Water expanded its product range to include cocktail mixers, vitamin drops, garnishes, and iced teas. By 2023, the company had achieved revenue of nearly Rs. 2.5 crores and began exporting globally. Their valuation rose to Rs. 5.2 crores, with the founders’ combined net worth estimated at Rs. 3.25 crores. Being India’s first mover in the liquid water enhancer segment gave them an undisputed edge.
Winning Consumer Trust Through Transparent Marketing
Marketing played a crucial role in establishing Beyond Water’s identity. Their digital strategy highlighted their USP, customizable, healthy hydration, through impactful visuals, vibrant themes, and strong messaging. Collaborations with celebrities like Bollywood actress Vaani Kapoor and lifestyle influencers from travel, fitness, and food further boosted their visibility. A signature campaign emerged, increasing community engagement. Eye-catching bottle designs and user-generated content, especially review videos, added authenticity.
Beyond Water didn’t rely solely on marketing, they built trust through transparency, emphasizing the absence of sugar, preservatives, and artificial flavors. Their branding conveyed clarity, convenience, and care. Each bottle was positioned not just as a product, but as a lifestyle solution.
Turning a Basic Necessity into a Thriving Business
From their Kolkata roots to becoming a recognized brand on national shelves and digital platforms, Devang and Shachi’s journey with Beyond Water serves as a textbook example of how insight-driven innovation, first-mover advantage, and thoughtful branding can unlock exponential growth. It also proves that even something as basic as water can become the foundation of a thriving business, with vision, agility, and heartfelt connection.
Written & Edited By:
Rajshree Upadhyaya
