Tata Water Plus, India’s first nutrient water, was launched by NourishCo (a joint venture between Tata Global Beverages Limited and PepsiCo). The product gives consumers a chance to treat thirst as an opportunity to enhance health. It looks and tastes like normal water but with the added goodness of nutrients - Zinc and Copper that can be easily absorbed by the body. Copper and Zinc are known to help support body functions and strengthen the immune system, respectively.
The brown label is clutter breaking in the water category and builds on consumer insight that Indians traditionally used copper vessels to store water because of its health benefits.