Aquapeya, a growing packaged water brand, gained widespread attention after securing a deal on Shark Tank India Season 4. The brand, owned by Natvits Beverages, received an investment of ₹70 lakh for 3% equity and 1% royalty from judges Namita Thapar and Ritesh Agarwal, valuing the company at ₹23.33 crore. Founded by Maharashtra-based entrepreneurs Tushar and Ravi Mundada in 2018, Aquapeya aimed to differentiate itself in the competitive bottled water industry by focusing on consumer preferences, including color-based branding.
The company positioned itself as an innovative player in India’s expanding bottled water market, which is dominated by established brands like Bisleri. Aquapeya’s founders highlighted their market research, which revealed that certain regions associate bottled water brands with specific colors. Leveraging this insight, they built their brand identity and expanded their distribution network.
However, Aquapeya recently faced legal action from Bisleri International, which accused the brand of trademark infringement and copyright violations. The dispute intensified after Shark Tank India aired its episode featuring Aquapeya on January 20. Bisleri alleged that Aquapeya had copied its branding elements, including the use of a similar green color, to capitalize on its market goodwill. In response to Bisleri’s lawsuit, the Bombay High Court issued an interim order directing Aquapeya to halt the manufacturing, packaging, distribution, and sale of its products.
Despite the legal battle, Aquapeya’s journey highlights the challenges new entrants face in competing with industry giants. While the legal ruling poses a setback, the brand’s rapid growth and investor backing suggest that its founders may explore new strategies to continue their business in compliance with intellectual property regulations.
