How Clear Premium Water Went From Zero To ₹5000 Crore: The Real Story Of A Bottled Water Empire
Clear Premium Water has become a household name in India, but this wasn’t always the case. The brand’s journey from selling just 800 bottles in its first year to becoming a ₹5000 crore powerhouse is the kind of story you don’t hear every day. It’s filled with failures, strange decisions, surprising wins, and a big leap of faith.
Key Takeaways
- Clear Premium Water started after its founder’s first business failed.
- Packaging and a bold marketing move were game-changers.
- The company faced huge losses during the pandemic but learned from its mistakes.
- Strategic partnerships and diversification made all the difference.
The Not-So-Obvious Start: From Energy Drinks To Water
Nayan Shah came back to India with an MBA from Australia. Most folks thought he would just join his family’s well-known cable business. He tried working at a regular job, but soon realised he wasn’t cut out for it.
So, his first venture with his old boss? An energy drink company called ‘Current’, launched in 2005. At first, it did great. For a couple of years, it seemed like the next big thing – India’s very own Red Bull moment. But the buzz faded quickly. The problem? Energy drinks were too pricey and not part of most people’s daily habits. By 2009, sales had plummeted.
Rather than quit the business world, Nayan looked for something simpler, something everyone actually needs: water.
Spotting The Gap: Premium Water For Premium Places
Nayan saw that while brands like Bisleri and Aquafina were everywhere, there wasn’t a premium segment targeting hotels and airlines. Most water bottles looked the same and targeted the mass market.
So in 2010, Nayan launched Clear Premium Water, going for a smart outsourcing setup at first, instead of spending tons of money up front. The main idea: make water look and feel ‘premium’. That meant sleek, square bottles with bold labels. This was unlike anything else on the market.
Here’s how things went in the early days:
| Year | Major Event | Outcome |
|---|---|---|
| 2010 | Launch of Clear Premium Water | Only 800 bottles sold |
| 2011 | Deal with Jet Airways signed | Production ramps up |
| 2015 | First manufacturing plant (Ahmedabad) | Scaling up begins |
He targeted high-end hotels first. One of his big wins was convincing The Grand Bhagwati, a posh hotel, to take his bottles. After that, airlines came knocking, most notably Jet Airways. This move changed everything and suddenly, Clear went from niche to national.
Success, Setbacks, And Learning The Hard Way
Everything was looking up. More hotels and airlines started using Clear’s bottles. Production went from a trickle to almost a flood, hitting 7 lakh bottles per day by 2018. Revenue climbed to ₹61 crore by 2020.
But then the pandemic hit. Almost overnight, Clear’s business dried up – 90% of its sales came from hotels, catering, and restaurants, all of which shut during the lockdown. Turnover dropped. Losses mounted. For months, Nayan was stuck – unsure what to do next.
Turning Things Around: Going Retail & Getting Creative
It turned out that other water brands were doing fine. They survived the crisis because they also served the retail market – something Clear had ignored. Nayan learned his lesson the hard way.
He quickly partnered with local manufacturers to get Clear bottles into more stores. This move not only cut transport costs but also got the product into smaller towns and shops.
Steps Nayan took to bounce back:
- Started bottling at regional plants (copackaging)
- Rushed into retail chains and local shops
- Signed on film star Hrithik Roshan as brand ambassador
- Launched ‘NU by Clear’, a natural mineral water sourced from the Himalayas
- Acquired Kelzai Secrets, a Pune-based premium volcanic mineral water brand
In 2023, sales bounced back. Clear hit ₹300 crore in revenue and even caught the eye of investors. JM Financial pumped in ₹45 crore, helping to fund new ventures – including moving into sodas.
More Than Just A Water Brand
Clear has also tried to do its bit for the environment. The company switched to square bottles, using less plastic, and started recycling initiatives. Plastic waste is a big issue for bottled water brands, so this mattered.
Manufacturing is growing fast:
- 45 units (aiming for 55 soon)
- Daily production capacity of 5 million bottles, hoping to reach 7.5 million by year-end
Simple Lessons From Clear’s Unusual Journey
- Don’t ignore daily essentials: People buy things they use every day, not just cool, one-off products.
- Packaging can change everything: A unique look can make even ordinary water grab attention.
- Diversify: Don’t depend on a single sales channel. One bad event can mess everything up.
- Adapt quickly: It’s okay to change course if your initial plan isn’t working.
- Think beyond business: Environment and branding matter too.
Despite starting with nothing but a loss and an unpopular energy drink, Nayan Shah turned Clear Premium Water into a story of bouncing back, trying new things, and occasionally getting it all wrong – then fixing it. Maybe success really is about failing, learning, and just carrying on, one bottle at a time.
