When water isn’t good enough

A new breed of Indian bottled water is black, alkaline, volcanic or emerges from secret springs with promises of health and unmatched purity. Does the science add up?

This story begins where reportage shouldn’t: a press release. The email is a pitch as hackneyed as others that flood journalists’ inboxes, yet unique in its contempt for water as we know it. It reads thus: India’s first new-age, black alkaline bottled water brand. Evocus H2O is no ordinary water; it is a premium, revolutionary, new-age, alkaline bottled water that gets its unique black colour from nature’s 70+ minerals, sourced […]

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Lead image by alefonte from Pixabay.

Inline illustrations by 愚木混株 Cdd20 from Pixabay.

The Morning Context has raised money from a clutch of investors, entirely in their personal capacity. It is quite likely that some of them may be directly or indirectly involved in a competing line of business similar to the companies we write about. Our full list of investors is here.  


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