Black is in currency

With more and more people getting health conscious, it is not surprising that now we have jet black drinking water as the newest sensation in India, says SHALINI SAKSENA

On the face of it, the bottled black water looks as if the water has been filled from one of the nullahs that flows in the Capital or a bottle of gone-bad cola. But one is told that this is actually a fantastic health water with an amazing pH balance of 8+, pure spring water from North America that has natural fulvic minerals which give it the black colour.

For those who want to know more about fulvic minerals, this is what they are. They are naturally mild tasting, alkaline pH of 8+, 100 per cent pure and natural. Fulvic Mineral Complex is a concentrated, all natural plant source of over ionic minerals. It boosts the body’s natural defenses, supercharges the immune system and increases energy.

This black water isn’t actually sludge - it's just water enhanced with humus and fulvic acid (biodegradation of dead organic matter, electrolytes, antioxidants, etc). That is the reason for the colour.

It tastes just like normal water that we drink — RO or boiled — at homes. The only difference is that this water which is alkaline in natures helps regulate our highly acidic diets and neutralises internal levels by providing a pH level of 8-plus.

Interestingly, a number of people were blindfolded and made to taste regular water and black water. None could make out the difference in taste and therefore one can drink it the way one would regular water. One can even make ice cubes.

Given the city's penchant to try anything new and different, the water has already become the talk of the town with people with acidity drinking this on a daily basis.

The lack of artificial dyes, colours or caffeine with the addition of 77 trace minerals, electrolytes, anti-oxidants and immunising agents make this water a hydration powerhouse. It is a natural energy-booster sans any carbs, calories or sugar. This black water is not only a regular spring water but also tastes like one and helps recover from arduous activities, including a work out.

“This water neutralises the body. When you drink black water on a regular basis, it keeps you hydrated throughout the day. The water is also supposed to be a cure for hangover, not that I would recommend that one go and get drunk. But we are working with a few bars and coming up with cocktails where this water can be used. There is one bar in the Capital where the water is being used to create an activated charcoal Martini. Today, India is very aware that being fit is important,” Dikshit Jhanb, the founder or Iriis Foods says.

Though everybody today is health conscious — whether the rich or the middle class — the only thing that will keep the middle class from buying this water is the price — a pack of six bottles costs Rs 1,499. This is because the product is very premium and given the fact that it is the most highly endorsed celebrity water in the world, means the price is premium as well.

“People like Kendall Jenner to Kim Kardashian to Heidi have endorsed this brand across the globe. The way the brand has been placed and the marketed, the price is justified. There are a few other brands in the world that are equally expensive,” Jhanb tells you and says that the water will be sold for the fusion market which is going to be premium health category and luxury FSHM industry like hotels and restaurants.

There are plans to retail and the water will find itself on the shelves of Modern Bazaar and Foodhall as well but for now, the water is available in hotels, high end restaurants, fitness centres and the company’s website iriisfoods.com.

Jhanb tells you that to begin with people may try this water more out of novelty value but that doesn’t mean that the health conscious will stay away. They too would want to partake this water since is has so many health benefits.

Not surprising then that since the time the water was introduced in the market — mid October — there have been many takes for this water. “The response has been tremendous. There have been many queries as well since the colour is black — this is very intriguing for the entire country. We get questions like: Has the colour been added? Is it dyed? My answer is that this water is absolutely natural. No re-mineralisation that has been done. At source, the colour is black,” Jhanb explains.

He tells that when it comes to bottled water, most companies take regular water and it under goes a process and makes a pH level which is higher. “For black water, the pH level in 8+ at source. This means that this is natural alkaline water,” Jhanb says and advises you not to compare this water mineral water.

“This is incorrect. This is not mineral water. It is alkaline water which is taken from natural Canadian spring. There is a difference between this water and mineral water. Mineral water doesn't have powerful electrolytes. Mineral water doesn’t have a pH level of 8.8. The taste of black water is crispier, in terms of regular water,” Jhanb says, adding that they have targeted areas like Delhi, Hyderabad, Bengaluru, Agra (because it is a tourist place) and States like Rajasthan and Gujarat.