Amidst a wave of rising health consciousness and a cluttered functional beverage market, Aquatein is working on carving out its niche, not through mass visibility, but through sharp positioning, product-led storytelling, and lifestyle-driven brand building. Co-founded by Mitisha Mehta, the protein water brand, with actor Suniel Shetty as an investor, has leaned heavily on a communication strategy that breaks away from muscle-first clichés to tap into everyday wellness.
In a conversation with Marketing Mind, Mehta shared how a mix of organic influencer engagement, data-backed innovation, and focused state-by-state expansion is shaping Aquatein’s growth trajectory, while also shedding light on global ambitions, category expansion, and the significance of staying true to brand values in a price-sensitive yet evolving Indian market.
When asked what motivated her to take the entrepreneurial leap with Aquatein after spending several years in media and brand marketing, Mehta shared, “It was very simple. This is what I believe – if it doesn’t challenge me, it doesn’t excite me. I had already spent around 13 to 14 years building a career rooted in design, communication, and strategy, primarily working with luxury brands. Transitioning into the FMCG space was a completely different ballgame, and that challenge itself was exciting.”
“Entrepreneurship is in my DNA. Even while I was working, I had my own micro-brands and ventures on the side, so that entrepreneurial drive was always there. I suppose I was just waiting for the big, bold leap, and that happened about five years ago with Aquatein and the journey since then has been absolutely amazing,” she added.
While reflecting on Aquatein’s growth over the past year and the core drivers behind it, Mehta shared that last year was great in terms of growth, they typically witness 2x year-on-year revenue growth, and this year, they are aiming for much more.
“Our focus now is on state-wise expansion within the domestic market. Instead of flooding the market, we believe in penetration, entering one state at a time and staying there. Consistent, gradual growth is what we aim for, and we’ve significantly scaled that approach,” Mehta said.
Furthermore, she went on to say, “Additionally, taking a cue from big brands, we focus on taking our product directly to the consumer, and this expansion strategy has worked really well. In addition to domestic efforts, we are exporting to four other countries and are already in talks with three more. The broader goal is to establish a global footprint and build this as a global brand. That’s what we’re working towards this year.”
Mehta highlighted that they had their full-fledged launch in 2021, although the company was registered towards the end of 2019. The onset of COVID-19, surprisingly, worked in the brand’s favour, it made people more health-conscious by default. It didn’t require tremendous effort to push that mindset shift.
“Today, I’d say nearly 80% of people are actively considering healthier options or alternatives. That said, entering the market was still a challenge. Our offering was innovative, one of its kind in India, and people initially found it hard to grasp the idea that protein could be delivered through water. It took some time to build that awareness,” she said.
“Now, however, choosing protein options has almost become second nature for many consumers. In fact, our awareness spends have gone down significantly because people have educated themselves well over time. Still, when it comes to the consumption of protein, which is our USP product, there are lingering myths and varying mindsets. That’s why innovation and the simplest possible delivery format, like water, were at the core of what we set out to achieve. And today, that’s exactly where we stand,” she added.
Furthermore, Mehta emphasised that when it comes to brand building, if we look at most other protein brands, even Aquatein’s direct and indirect competitors, a year ago, the narrative was primarily centered around fitness, being active, sports, and athletes. In contrast, the brand positioned itself around lifestyle.
“Yes, we touched on fitness and being active, but always through the lens of lifestyle. For us, it could be a working woman or a man at his desk, anyone who needs to include protein in their daily routine. The core value of our brand has always been lifestyle and overall wellness, not just fitness. Fitness enthusiasts and athletes naturally gravitated toward our product. But the real goal was to reach a much wider audience and make protein a part of everyday consumption,” she stated.
Mehta also mentioned that they are exploring category expansion as well. When it comes to nutrient delivery methods or channels, there are multiple brands approaching it in different ways, and they are also developing some unique formulas to deliver nutrients in the simplest format possible, without compromising on efficacy.
“In fact, we place strong emphasis on absorption and efficacy, as these are far more critical than the mode or channel through which the nutrients are consumed. Alongside this, we are also looking at opportunities in the female wellness space,” she said.
Furthermore, she went on to say, “We have a couple of product launches lined up this year, and once again, we’re aiming to be the first in India with some of them, that’s what Ananth and I are constantly striving for. Every morning, we wake up with the thought that someone else might already be working on the same product. When you’ve launched something truly one-of-a-kind, that sense of urgency never leaves you.”
Mehta highlighted that staying ahead of the curve and backing their ideas with data has been critical for them. So even if it takes a bit longer to develop the product, they are okay with that, as long as they bring it to market and never have to pull it back.
“When we receive data and use it to create something, be it for performance marketing, media, ads, or any related purpose, the core value remains unchanged: the brand has to talk about lifestyle, simple. Every piece of communication we put out is rooted in themes of lifestyle, health, nutrition, or fitness, and we ensure this very specifically,” Mehta said.
What often happens is that innovation is seen as an isolated effort, creating a new product is considered the win. But in reality, getting to market with the right communication is far more important.
“You could develop a one-of-a-kind product, but if the market isn’t ready or if your brand lacks a consistent language, you may not resonate with the right audience. In that case, you risk attracting the wrong consumer segment. Some hope, and some co-op, come from the fact that the brand consistently stays true to its core,” she added.
Mehta believes that bringing something truly innovative often means you have to explain a lot more, which is why they ensure that all their data, reports, and documentation are in place to support it.
Penetrating the Indian market is a challenge for any startup, especially when it comes to breaking into the offline space. It’s been a significant and ongoing challenge, and I wouldn’t take that away. Unless you have the big bucks flying with you, it’s tough.
She said, “I’ve come across two types of investors, one wonders why you’re not present in every store, and the other says you can’t possibly be everywhere. And honestly, if you were at every store, you wouldn’t need an investor to fund you. So yes, building that cycle and keeping it running is a tough process.”
“Another aspect, not necessarily a challenge but definitely something to be mindful of, is that India is a highly price-sensitive market. Consumers are more conscious of what they’re buying because they now have multiple options. So, with innovation comes the responsibility to get the pricing right, to source the right raw materials, and to ensure that everything across the value chain is aligned. These are operational aspects, but they pose real challenges too,” she added.
She highlighted that they have actually seen individuals above the age of 60 consuming their product. This shift became evident when they broadened their communication strategy, incorporating science, information, and data to clearly explain why the product is essential.
“By doing so, we were able to expand our target audience and witnessed tremendous growth alongside strong customer retention. In fact, our customer retention stands at around 60% when we’re not actively acquiring new customers,” she said.
She added, “During acquisition phases, it’s approximately 40%. We also observed a positive conversion trend, with customers moving from an 8-pack purchase to opting for monthly and even yearly subscriptions. We firmly believe in building lasting loyalty with our brand.”
When asked about the role of influencer marketing in Aquatein’s brand-building strategy, she shared that it plays a dual role for them and they definitely view it in a positive light. It has two sides to it. On the one hand, it’s beneficial because influencers have their own loyal following that trusts the brands they promote, which naturally helps build credibility.
“On the other hand, there’s always the follow-up question: is it paid? That’s where things get tricky. Generally, we don’t engage in paid partnerships. We prefer a more organic approach, sending out products and leaving it entirely up to the influencer whether or not they want to post about it. We find that approach more genuine. Some of them don’t even ask for a barter, and if they do, it’s usually just a monthly supply, which we’re more than happy to provide,” Mehta said.
“We haven’t explored paid collaborations yet, although if something very promising came our way, we wouldn’t be opposed to it. At the same time, we’re also seeing an emerging cloud of micro-influencers. While they may target smaller groups, the visibility and trust they generate often feel far more organic compared to macro-influencers,” she added.
When asked how Aquatein sets its branding and communication apart in a competitive market driven by increasingly health-conscious consumers, Mehta explained that there are two simple things that define the brand.
“First, unlike many of our direct or indirect competitors who limit themselves to specific niches like health, fitness, or skincare, we’ve deliberately kept our horizon broad. This allows us to connect with a wider target audience. Our focus isn’t restricted to just muscles or the usual “you need this much protein a day” narrative. We go beyond that, we speak to everything from postpartum wellness to adult bone health, addressing the entire spectrum of what protein does in the body,” she said.
“Second, our brand language is intentionally simple and aspirational. You’ll notice we don’t project an overly ambitious tone. That’s because we want our communication to feel approachable. If someone comes across our messaging, we don’t want them to feel intimidated or overwhelmed. The act of starting itself is a big deal. That’s the kind of message we focus on: it’s about igniting that spark. We’re not showcasing six-pack abs or bulky transformations. We’re saying, just start. Join the journey, and you’ll discover your own path with us,” she added.
Moving ahead, Mehta emphasised that actor Suniel Shetty came on board completely organically, they didn’t approach him. He discovered the product himself, started using it, and then reached out to them.
“Working with him has been an absolute pleasure, he’s genuinely one of the easiest people to collaborate with. When it comes to fitness, especially in the context of celebrity culture in India, fans look up to their icons. Shetty’s fitness journey has been nothing short of transformative, and more importantly, consistent. I vividly remember him once saying, “I control every centimeter of my body,” which is incredibly inspiring,” she said.
“Even beyond fitness, he’s a fantastic businessman. He’s hands-on, not the kind of celebrity who needs you to take appointments or wait for weeks to get in touch. He’s actively helped us in expanding our business. As for why we chose him specifically, it’s because his own health journey is a living validation of what we stand for. We could’ve gone with someone younger, but our brand isn’t about being eccentric or jumping on trends. We’re more grounded, we’re here for the long haul, not just a fleeting moment,” she added.
