Modern lifestyle is characterized by a sedentary lifestyle, increased creature comforts - conveniences, comforts and luxuries; and increased consumption of fatty foods, sugar, salt, and meat. And this has led to the so called lifestyle diseases – cancer, diabetes, atherosclerosis, and endothelial dysfunction (which are vascular diseases – in the former blood vessels become inflamed, hardened, thick, with loss of elasticity; the latter is the first stage of atherosclerosis, where in the inner most layer of blood vessels become dysfunctional). In fact, obesity particularly abdominal obesity too is a disease of the modern society.
The modern era has redefined the consumption of water. Water with caffeine and kola nut ext., ie., the cola drinks sell in large volumes. The energy drinks market too is promising. Thus, the need for water in various forms or avatars is universal. Water is indeed great business, and a very profitable one provided it undergoes value addition. Today, packaged drinking water and the mineral water business is ever expanding. Besides, water purification systems like Pure It and Aquagard have created a water business segment in the home segment. Today, the drinking water business is mature enough to evolve further value added segments.