3EA Global, a consulting group, has officially announced the entry of Rudri Beverages and Food Industries’ into India’s beverage market with the launch of two water brands — ‘Nothing – But Pure Water’ and ‘Zinga – Premium Water.’
The feasibility study, innovative business model, and the initial three-year business plan for the venture were conceptualized and developed by 3EA Global.
Designed to reach every corner of the country, the brand aims to deliver high-quality, 100% pure drinking water at an affordable price point, reinforcing the belief that access to safe drinking water should be a basic right, not a privilege.
The brand plans to offer custom-labelled water bottles for corporates, startups, hotels, restaurants, and cafés within the HoReCa segment, enabling businesses to enhance brand visibility while serving a daily essential.
“We wanted to build a brand that doesn’t just sell water, but makes people feel proud of every drop they drink,” said Pranav Bhaskar, business partner, 3EA Global.
Positioned as a premium lifestyle water brand, Zinga goes beyond hydration to offer a refined experience rooted in health, innovation, and aspiration. Zinga’s portfolio features a range of premium and health-enhancing variants, including Black Water enriched with essential minerals for enhanced detoxification; Sparkling Water that blends elegance with refreshment; Gold Water infused with edible gold flakes symbolizing luxury and vitality; and Ginseng Flavoured Water, formulated to support rejuvenation and stamina.
“Zinga flavored hai, smart hai — it justifies that health is wealth, and Zinga is the assurance of health,” said Rashmi Mehra, director, Rudri Beverages and Food Industries.
She added, “Our body is 70% water, and it’s time we purify that 70% through Zinga. Every sip is thoughtfully designed to detoxify and rejuvenate the body from within.”
Rushil Mehra, director of Rudri Beverages and Food Industries. explained the rationale behind launching two distinct water brands under a single umbrella. Highlighting India’s diverse consumer base, he noted that while one segment prioritizes affordability and purity, another increasingly seeks premium, wellness-driven hydration. Nothing and Zinga were created to serve both segments, united by a shared philosophy of making hydration meaningful across lifestyles.
Rashmi Mehra also emphasized the growing relevance of premium water in a post-pandemic world, observing that consumer behavior has shifted toward conscious choices around health and daily wellness. According to her, Zinga’s mineral-rich and flavoured variants are designed not merely for hydration, but for holistic well-being.
Expanding on evolving lifestyle trends, Rushil Mehra described Zinga as “luxury with logic,” reflecting the modern consumer’s preference for mindful indulgence. Water, once viewed as a basic commodity, is now an intentional lifestyle choice aligned with personal health and aspirations.
Speaking on the company’s broader vision, Rushil Mehra said, “Rudri Beverages and Food Industries is built on a simple yet powerful belief — hydration should be more than a necessity; it should be a lifestyle choice. Through our twin brands, Nothing – But Pure Water and Zinga – Premium Water, we aim to strike a balance between affordability and exclusivity, ensuring that both purity and luxury are within reach.”
He highlighted that 3EA Global played a pivotal role in shaping the venture’s strategic direction. “From feasibility studies and business canvas development to concept and market validation, 3EA Global’s research-driven approach helped transform an idea into a scalable, future-ready brand. Their expertise enabled us to identify untapped opportunities and build a sustainable business model aligned with our long-term vision.”
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Naresh Khanna – 10 February 2025
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