How Evocus is Pioneering India’s Black Water Space — From Intrigue to Influence

In a market saturated with clear bottled water, one brand dared to go against the flow. Evocus, with its distinct black alkaline water, entered the Indian market in 2019 when consumers weren't quite ready for such innovation. Fast forward to 2025, and this premium hydration brand has not only created a category but is steadily transforming from a novelty product to an essential wellness staple.

When Evocus first launched, its sleek bottle design and eye-catching black color positioned it as a "cool" product in the premium segment. However, the brand's journey wasn't just about standing out visually—it was about delivering tangible health benefits that would convert curious first-time buyers into loyal customers.

"We created the black water category 4-5 years ago, and initially it was perceived as a cool, premium product because of its sleek design and black colour. But we've always emphasised the health benefits," explains Sonam Pama, Head of Marketing at Evocus.

What sets Evocus apart in the growing functional water market is its commitment to scientific validation. The brand conducted a six-month clinical trial with a WHO-accredited lab to prove the health benefits of its black alkaline water—making it the only water brand in India to back its claims with rigorous testing.

This transition from curiosity-driven marketing to evidence-based positioning mirrors the evolution of the premium bottled water market itself, which is projected to reach USD 1,595.2 million by 2030 in India alone.

Beyond its flagship black alkaline water, Evocus has expanded with innovations like Black Soda for the hospitality sector and upcoming products including a flavored energy drink and revamped electrolyte sachets branded as Evocus Hydration IV.

While the brand currently targets health-conscious millennials and older adults, it's carefully monitoring shifting preferences among Gen Z consumers—a group increasingly reading labels and seeking clean, functional beverages.

As other players like Blaq Water and Veen enter the black alkaline water space, Evocus maintains its pioneer advantage through continuous innovation and education.

"Black may be an unexpected colour for water, but it's the benefits that count," Pama concludes. "We're here to help consumers live healthier, one conscious sip at a time."