Available across General Trade, Modern Trade, and mom-and-pop stores nationwide, Shot ensures brands can reach a broad, diverse audience in high-traffic locations.

India’s GenZ, comprising approximately 377 million people, already drives $860 billion in consumer spending and accounts for an impressive 43% of the nation’s household consumption. This influence is projected to soar to $2 trillion by 2035, positioning GenZ as a defining force in economic growth and a vital audience for brands aiming for long-term market relevance.

Recognizing this shift, Shot is crafted to resonate with GenZ’s values, offering a dynamic, engaging experience beyond traditional hydration. Shot caters specifically to this audience by combining a vibrant, eye-catching design with an interactive monthly iPhone giveaway.

Each purchase invites consumers to scan a QR code on the label, enter the giveaway, and engage directly with the brand, adding an element of excitement that goes beyond just hydration.

Shot’s expansive distribution strategy sets it apart, making it widely available across various retail formats including shopping malls, local Kirana stores, pan shops, and more. This broad accessibility ensures brands using Shot’s label space reach a diverse, high-traffic audience, making it a competitive choice alongside established bottled water brands.

Shot by Wahter is designed for a mass-market audience yet delivers a unique advertising opportunity traditionally reserved for more niche products. Unlike Wahter, which offered flexibility in where advertisers could target placements, Shot’s strategy focuses on mass-market presence. With 40% of its label reserved for brand advertising, Shot enables brands to communicate directly with a youthful, engaged audience at an everyday touchpoint.

Amitt Nenwani, Co-founder of Wahter, said, “With Wahter’s success, the enthusiastic response from both consumers and advertisers underscored the need for more dynamic advertising solutions in everyday settings. We identified a gap, brands want to connect with GenZ and millennials authentically, but traditional advertising often falls short.

“Shot fills this need by offering high-impact visibility through a bold, everyday product that resonates deeply with younger audiences. This launch embodies our commitment to innovation and bringing brands closer to consumers in exciting, engaging ways,” Nenwani said.

In line with Wahter’s commitment to sustainability, all bottles of Shot will be fully recyclable, reinforcing the brand’s focus on eco-friendly practices. The shot will be available in 250 ml and 500 ml sizes, with prices aligned competitively with other leading packaged water brands like Bisleri, Kinley, and others already available in the market.

The product will be accessible at various points of sale across India starting in November 2024.

Author: Srishti Pandey