People like Virat Kohli, Malaika Arora, Karan Johar, Badshah, and Shruti Haasan are seen time and again with a bottle of Evocus Black Water in their hands. This frequent scene has led to high public curiosity and enhanced the brand’s popularity.
The company behind Evocus Black Water is AV Organics LLP; according to Aakash Vaghela, founder and MD, Malaika Arora was the first one to be spotted drinking the black water while entering the gym. He says that before COVID-19 ended, many more celebrities were spotted with black water, which built organic credibility for the brand.
He further states that the main reasons celebrities drink black water are because of its high pH value, reducing buildup of acids; it is rich in minerals that help in faster and longer hydration; its Super Detox property detoxifies the body more efficiently.
Vaghela adds, “These are clinically proven. He mentions how this black water helps in unlocking the true potential of the gut, and that is the reason why a lot of celebrities have integrated this into their daily routine.
The high visibility of celebrities drinking black water led to a surge in the visitation of the company’s Vadodara-based website.
Regarding the Paris Olympics 2024, the brand contacted the athletes to use its Hydration IV product, receiving 27 letters of recommendation from current and former Olympic athletes. Some of the players include: Aruna Tanwar, Garima Chaudhary, Saumya goyal and many more.
Evocus Black Water is further infused with vital 70+ minerals which are organically black in color to naturally make the water both alkaline and black without containing glucose, calories, or carbs.
How Celebrities and Olympians are getting Evocus black water to grab its customers.
It has positioned itself to come across as a premium offering which uses technology to create efficient hydrating products.
“Demographically, the brand targets individuals aged 30-55 with an active lifestyle seeking healthy alternatives for their daily lives,” adds Shah. Geographically, the primary target group is Tier-1 cities.
Currently, the brand is doing Rs 100 crore in revenue, and in the next 2-3 years, it is aiming to do Rs 400-500 crore in revenue.
Product portfolio
The husband-and-wife-led brand currently operates three product lines: black alkaline water for Rs 100 for 500ml, clear alkaline water for Rs 150 for 750 ml, and Hydration IV electrolyte drink mix for Rs 40 per serving.
Each product runs with a primary channel. Black Water’s primary channel is retail, whilst the secondary channels include e-commerce, HoReCa—short for hotel, restaurant, and café—catering.
HoReCa and e-commerce are the primary channels for clear alkaline water; retail is the secondary channel. E-commerce and quick commerce are the primary channels, and retail is the secondary, for the Hydration IV drink mix, sold in a powder form.
On a company level, Hydration IV is 10%, and clear; alkaline water is 30%; and black water is 60%.
The brand is now available in 5,000 outlets across 21 states, including modern retail chain stores, standalone markets, premium regional locations, and modern wellness chain stores such as Apollo and Wellness Forever. The products are also available at 16 airports.
Overall, the black water brand is now looking at adding another 15,000 general trade (GT) outlets to its current network.
Online sales for the black water brand contribute 35-40%, while 65% comes from offline channels.
According to Prabhtej Singh Bhatia, founder, in offline sales, 50% comes from quick commerce channels, and 50% is contributed by website and third-party platforms like Flipkart and Amazon.
It does not have a direct competition; however, across the globe, it faces competition against Essentia Ionized Alkaline Water and PhURE Alkaline Water.
Marketing strategy
The 2019-founded brand currently is not leaning on ATL marketing, which refers to the targeting of a wide audience through mass media.
The brand is using such cricketers with very high profiles to promote the company on their website.
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