Brands
CLEAR Premium Water set to undertake majority stake in KELZAI Volcanic Water
Mumbai: In a ground-breaking strategic move, CLEAR Premium Water announced undertaking a majority stake in KELZAI Volcanic Water, celebrated for its distinctive natural mineral water sourced from volcanic springs.
This acquisition marks a milestone for CLEAR Premium Water as it boldly charts its course toward expanding its product portfolio and pioneering innovation in the bottled water industry.
KELZAI Volcanic water is a testament to the ancient tale of a million years ago when the supercontinent of pangaea tore itself apart, which led to the formation of the mighty Indian subcontinent. The interaction of the rigid lithospheric plates led to volcanic activity that led to lava oozing out and creating layers of mineral-rich volcanic rock basalt. This basalt then piled into sheets giving rise to the mighty Sahyadri ranges, even older than the Himalayas.
The rainwater that penetrates the mountains and the rocks gets naturally purified drop-by-drop embodying the purity of essential minerals like magnesium, calcium, and sodium. This process along the way balances the PH levels ranging from 7.5 to 8.2
CLEAR Premium Water Founder & CEO Nayan Shah expresses his excitement stating, “Our association with KELZAI Volcanic Water underscores our dedication to meeting the increasing demand for natural mineral water. With the strategic plant location, we aim to reach a broader audience, leveraging Clear’s expertise, extensive network, and KELZAI’s established brand identity. This alliance is set to transform KELZAI’s market presence, ensuring remarkable growth and establishing dominance in the luxury water segment. This partnership enhances our natural mineral water offerings, positioning us to deliver exceptional value and impeccable service to our customers.”
In recent years, the surge in fine dining and the emergence of niche culinary experiences have heightened the demand for natural mineral water. KELZAI is poised to seamlessly elevate the overall dining experience in these establishments, while also meeting the needs of a broader luxury audience in various settings such as cafes, restaurants, institutions, multiplexes, hotels, and more.
Under the terms of this acquisition, KELZAI Volcanic Water will be exclusively distributed and marketed by CLEAR Premium Water’s parent company, Energy Beverages Private Limited, leveraging its robust network and Pan India Presence. This association underscores a shared dedication to delivering the highest quality natural mineral water, promising exceptional service, and an augmented market share for both CLEAR Premium Water and KELZAI Volcanic Water.
The synergy between CLEAR Premium Water and KELZAI Volcanic Water heralds a new era in the industry, promising a dynamic combination of expertise, innovation, and unwavering commitment to sustainability and quality. This strategic alliance is set to captivate the market and reinforce CLEAR Premium Water’s position as a prominent player in the bottled water industry.
KELZAI Volcanic Water is available in 200 ml, 500 ml, and 1 litre biodegradable PET bottles, as well as available in 300 ml, 500 ml, and 750 ml glass bottles (Still & Sparkling)
Brands
Godrej clarifies ‘GI’ identifier after logo similarity debate
Says GI is not a logo, will not replace Godrej signature across products.
MUMBAI: In a branding storm where shapes did the talking, Godrej is now spelling things out. Godrej Industries Group (GIG) has issued a clarification on its newly introduced ‘GI’ identifier, addressing questions around its purpose and design following a wave of online criticism. At the centre of the debate were two concerns: whether the new mark replaces the long-standing Godrej logo, and whether its geometric design mirrors other corporate identities.
The company has drawn a clear line. The Godrej signature logo, it said, remains unchanged and continues to be the sole logo across all consumer-facing products and services. The ‘GI’ mark, by contrast, is not a logo but a corporate group identifier intended for use alongside the Godrej signature or company name, and aimed at stakeholders such as investors, media and talent rather than consumers.
The need for such a distinction stems from the 2024 restructuring of the broader Godrej Group into two separate business entities. With both continuing to operate under the same Godrej name and signature, the identifier is positioned as a way to differentiate the Godrej Industries Group at a corporate level.
The rollout, however, triggered a broader conversation on design originality. Critics pointed to similarities between the GI mark’s geometric composition and logos used by companies globally, raising questions about distinctiveness.
Responding to this, GIG said its intellectual property and legal review found that such overlaps are common in minimalist, geometry-led design systems. Basic forms such as circles and rectangles appear across dozens of brand identities worldwide, the company noted.
It added that the identifier emerged from an extensive design process and was chosen for its simplicity, allowing it to sit alongside the Godrej signature without competing visually. While acknowledging that elemental shapes may appear less distinctive in isolation, the group emphasised that the mark is part of a broader identity system that includes a custom typeface, sonic branding and other proprietary elements.
Following legal and ethical assessments, the company said it found no impediment to using the identifier, reiterating that the GI mark is a corporate tool not a consumer-facing symbol.
In short, the logo isn’t changing but the conversation around it certainly has.
