AUM Premium, a natural Himalayan spring water brand, has introduced ‘The Affirmation Collection’, a new range of 1-litre bottles designed to integrate mindfulness into everyday hydration. Each bottle in the collection features one of 12 curated affirmations, aiming to transform a routine act into a more intentional practice.
The collection includes messages such as “I have everything the universe offers” and “Wealth has already chosen my name,” encouraging consumers to engage with positive reinforcement throughout the day. The idea is to leverage the frequency of drinking water as an opportunity to build a more conscious mindset.
Speaking about the launch, Jagriti Motwani, Founder and CEO of AUM Premium, said, “I am a firm believer in the power of manifestation. Building AUM Premium from the ground up taught me that clarity of intention is half the work. Water is the one thing everyone reaches for every single day. I wanted that moment to mean something more than just hydration.”
The launch aligns with a growing shift in consumer behaviour, where daily routines are increasingly being reimagined as mindful practices. By embedding affirmations into a high-frequency habit, the brand is positioning hydration as more than a functional need—framing it instead as a recurring wellness ritual.
Sourced from high-altitude Himalayan springs, AUM Premium water is naturally enriched with minerals such as calcium, magnesium, and potassium. Alongside personal consumption, the company is also positioning the collection as a thoughtful gifting option for occasions that call for more meaningful gestures.
The Affirmation Collection is currently available across more than 16,000 pin codes in India through e-commerce platforms, including Shopify, as well as the brand’s direct-to-consumer website.
