AUM Premium, India's affirmation-led natural Himalayan spring water brand, is set to introduce paper-based bottles by the end of this year as part of its growing focus on sustainable packaging. The new concept is aimed at reducing the use of plastic while maintaining the premium quality and safety of the water.

The proposed packaging will use responsibly sourced paper combined with a food-grade barrier to minimise the use of conventional plastic without affecting the product's integrity. Its lightweight design is also expected to improve transportation efficiency and reduce the overall environmental impact associated with packaging and distribution.

Through this initiative, AUM Premium is looking to develop packaging solutions that balance functionality, convenience and environmental responsibility while continuing to offer consumers a premium hydration experience.

As part of its wider sustainability efforts, the brand has also partnered with Scrapbuddy, a Delhi-based waste management and recycling startup. The collaboration will provide customers with an easy recycling programme for used bottles, encouraging responsible disposal of packaging waste and supporting the development of a more circular packaging ecosystem.

Commenting on the initiative, Jagriti Motwani, Founder & CEO, AUM Premium, said:

"Water is a product people consume every day, but the conversation around it has largely remained limited to purity and price. Packaging deserves equal attention. Our objective is to reduce unnecessary plastic wherever possible without compromising product quality. The paper-based bottle is one step in that direction, and we will continue exploring better alternatives as the technology evolves."

While conventional plastic remains the industry standard for bottled water, AUM Premium has chosen to explore more sustainable alternatives. Built around its philosophy of Affirm, Uplift and Manifest, the brand believes that delivering a premium product extends beyond the quality of the water to every aspect of the consumer experience.

Looking ahead, AUM Premium plans to continue reimagining its packaging approach as it enters its next phase of growth. With the planned introduction of 100% plastic-free bottles, the brand aims to take another meaningful step towards responsible packaging while preserving the premium experience it is known for.