India’s Wellness Boom Skipped Hydration, AUM Premium Wants to Fix That
New Delhi [India], July 16: Affirm. Uplift. Manifest. Three words that have found their way into morning journals, vision boards, and wellness podcasts across urban India. But Jagriti Motwani, a serial entrepreneur based in Gurugram, had a different idea, she wanted them in a water bottle. Not as a gimmick, not as packaging, but as the founding philosophy of an entire brand. AUM Premium, launched in 2025, is built on the belief that drinking water can be more than a biological necessity. The timing, it turns out, is not accidental. India’s wellness consumer has never been more deliberate. Skincare routines span twelve steps. Morning habits are optimised down to the minute. The idea of a wellness stack, a curated set of daily habits and products that support the mind and body, has...