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Happy Water, branded fresh tapwater for India.

Happy Water is tap water, natural or with a hint of lime/mint, supporting clean water initiatives in India

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Tap water has the opportunity to become big, but is missing a positive brand perception. The brand Happy Water connects a healthy proposition of clean sustainable water with water foundations in India.

Tap water is lacking popularity, but there are a lot of benefits:

- mineral water is having 500 times more CO2 emissions than tap water

- only 20% of the plastic bottles is being recycled

& the plastic bottles of mineral water are part of the problem of the plastic soup

- mineral water is 500 - 1000 times more expensive than tap water

In most western countries the quality of tap water is meeting higher requirements than mineral water. So it is actually more healthy. In countries where the tap water is not having the same quality, eg containing  chloride or bacteria, a tap filter system is to be installed. 

Happy Water has the ambition to become the global brand for clean tap water which

- meets the same requirements as mineral water.

- is more ecofriendly than mineral water.

- supports clean water initiatives; buying water is giving water. 

Happy water is served natural, with ice, or with fresh fruit or herbs like lime, lemon or mint. 


Catering currently do not like to sell tap water to customers as they do not have any profit on it. It is being given for free. Happy water is not for free. It is water which has the same quality as mineral water (or even better), and supports water initiatives in India.

The margin of Happy Water is comparable with mineral water on trade and off trade.


On trade: Happy Water is freshly tapped water, served in a nice cold glass. Possible to add flavouring with fresh fruit and herbs.

Off trade: Stackable bottles are being sold where the consumer can (re)fill their bottle at the water tap.


The promotion is to be developed in next phase.

How would you describe the stage of development of your idea?

  • Conceptual Development

How big or scalable is the potential of your idea?

This idea has a big potential, it can be comparable with the market size of mineral water brands, like Vichy, Pellegrino.

Explain the sustainability aspect of your idea

The sustainablity of the idea is depending on the successfully building the brand Happy Water. When the brand has a good penetration and aspiration it will be very sustainable.

What types of financing would be required for your idea to be successful?

My preference is to finance this concept with the help of NGO, GO and a commercial company. NGO: foundations registered in India to get clean drinking water GO: to make sure that the tap water is drinkable Commercial: for building the brand

In-country experience

  • Not yet

Is your organization currently legally registered in India?

  • No

Tell us a bit about yourself.

I am a marketeer in innovations in the FMCG with the ambition to create inclusive business. This Happy Water idea can become very big, but is also very complicated to build. My hope is that with spreading the idea on open ideo, it gets a chance.


Join the conversation:

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How much would a glass of happy water be? Would there be plastic bottles? Who would offer the happy water and where would it be offered?

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