Mount Everest Mineral Water unveils the new Himalayan natural mineral water
May 7, 2008

Mount Everest Mineral Water (MEMW), a Tata enterprise, today announced the launch of the Himalayan brand in its new, international and aspirational ‘avatar’ as the natural mineral water from the Himalayas in India. Nurtured and enriched by nature, Himalayan natural mineral water is endowed with the wellness of vital organic minerals. The water is untouched and unprocessed, with a unique taste acquired over 20 years of percolation, as it makes its way to the underground aquifer located in the Shivalik range of the Himalayas.

Himalayan natural mineral water’s simple, yet striking bottle design is a creation of Rediffusion DY&R, and has been actualised by SIPA, Italy. The brand mythology is captured eloquently on every bottle of Himalayan natural mineral water, narrating the story of water crafted with a careless disregard for time — one that nature has spent years to perfect. This journey personifies the brand and seeks to make the consumer one with its source — the Himalayas — with its inherent and pristine goodness that sets it apart from ordinary water. ‘Live Natural’ aptly captures this brand credo.

“This launch would be our first transformative step in actualising our vision of creating ‘next generation’ beverages with water on the platform of wellness, starting with natural mineral water. In future, we would be straddling the entire consumer pyramid with breakthrough, functional and nutritionally enhanced offerings, making this an exhilarating journey — in our quest to make water truly the elixir of life,” said Pradeep Poddar, managing director and CEO, Mount Everest Mineral Water.

Situated about 130 metres below the earth’s surface, the Himalayan aquifer is one of the largest and most pristine sources of natural mineral water in the world. Himalayan is bottled at source and this lends the brand its strong intrinsic heritage. Besides a certificate of purity from nature, Himalayan is internationally accredited by the US FDA, the European Union, the health ministries of Japan and France, and Institut de Fresenius Germany. An IS / ISO 9001-2000 certified company with an HACCP compliant bottling plant, Himalayan is the only internationally accepted natural mineral water from India.

“The launch marks the beginning of an exciting journey aimed at redefining the entire category of bottled water. We have a unique proposition of ‘hydration with wellness’, which will embrace all brand offerings in future. The brand communication is designed to narrate the mysticism of Himalayan to evoke an intimate tone with the consumer. The packaging is contemporary and aspirational and conveys the style quotient of the new Himalayan natural mineral water,” said Abanti Sankaranarayanan, executive director, Mount Everest Mineral Water.

The new Himalayan natural mineral water is available in three attractive packs of 200ml, 500ml, and 1lt crystal clear Pet bottles, and will be retailed at all leading supermarkets, hypermarkets, chemists and high-end neighbourhood grocery shops.

Himalayan natural mineral water’s clientele includes luxury hotel chains like The Taj, The Oberoi, Marriott, InterContinental; premium airlines like Jet Airways; leading multiplexes such as Adlabs; fine dining restaurants like Zodiac Grill, China Gate, Golden Dragon, Indiana Jones, and Frangipani among others.