e-commerce
Clear Premium Water taps into quick commerce to quench urban thirst on-demand
MUMBAI: In a city where you can order sushi, a mattress, and a mop all in under 10 minutes, water was the only holdout. Not anymore. Clear Premium Water has taken a giant digital leap, launching across India’s top e-commerce and quick commerce platforms including Amazon, Swiggy Instamart, Blinkit, Zepto, Big Basket, and Flipkart Minutes.
The Ahmedabad-based bottled water brand, one of the fastest-growing in the country, now brings premium hydration to users with just a few taps. The tie-ups are designed to plug into the evolving consumer demand for immediacy—particularly in urban markets where quick commerce is shaping buying behaviour, one algorithmic impulse at a time.
“This is an age where convenience is king, and our priority is to be available wherever our customers are”, said Clear Premium Water founder & CEO Nayan Shah. “Our launch across all major e-commerce and quick commerce platforms showcases our focus on adapting to shifting lifestyles and ensuring that quality hydration is always within easy reach. It is a key piece of our omni-channel strategy and also reflects our broader ambition to become India’s most trusted and widely available bottled water brand”.
Clear’s full product portfolio is now available online, catering to everything from casual sipping to party hosting. The brand offers a range of pack sizes—single-serve bottles for travel, multi-litre options for office coolers, and family packs ideal for events or stocking the home fridge.
The push comes as digital-first shopping behaviour takes deeper root among Indian consumers. The brand’s integration with platforms like Flipkart Minutes and Blinkit aligns with rising expectations of delivery speed and availability. With hydration now a part of the digital cart, Clear is betting big on accessibility and immediacy to win brand loyalty.
Beyond the convenience, the brand positions itself as a lifestyle essential—trusted, clean, and ready to hydrate wherever you are. Whether you’re prepping for a road trip, hydrating post-yoga, or just panic-ordering supplies before the guests arrive, Clear wants to be the bottle in your bag and your browser.
e-commerce
Amazon unveils first Trustworthy Shopping Experience Report
32,000 bad actors targeted, 15 million fake products removed in 2025.
MUMBAI: In a marketplace where trust is the real currency, Amazon is showing its receipts. Amazon has released its first-ever Trustworthy Shopping Experience Report, offering a detailed look at how it polices its vast digital shelves from counterfeit crackdowns to scam detection and review authenticity. At the heart of the report is a four-pronged strategy, proactive controls, risk anticipation, enforcement against bad actors, and consumer protection. The scale is staggering. Since 2020, Amazon’s Counterfeit Crimes Unit has pursued over 32,000 bad actors globally through litigation and criminal referrals spanning 14 countries.
The clean-up drive accelerated in 2025, with the company identifying and disposing of more than 15 million counterfeit products worldwide. Legal action also led to the takedown of over 100 websites linked to fake reviews and scams, an ongoing battle in the age of algorithmic manipulation.
Behind the scenes, artificial intelligence and machine learning are doing the heavy lifting. Amazon says it monitors billions of daily interactions across listings, reviews, and seller activity to spot trouble before it surfaces. Its predictive systems can even flag potentially infringing listings for trending products before brands raise the alarm.
Tools like Omniscan, which verifies product safety information at scale, and SENTRIX, designed to detect and eliminate phishing websites, are part of this expanding tech arsenal. Together, they aim to reduce risk while keeping the platform usable for legitimate sellers.
That balance between protection and friction is a tightrope Amazon acknowledges. Rohan Oommen, Vice President of Worldwide Customer and Partner Trust, noted that while safeguards are critical, they must not stifle genuine businesses. Features like the Account Health Dashboard are meant to give sellers clearer visibility into compliance and performance.
Consumer-facing measures are also getting sharper. From direct safety alerts to recall notifications and refund guidance, Amazon is leaning into transparency, backed by partnerships with consumer organisations to raise awareness.
The report’s release follows the expansion of Amazon’s Counterfeit Crimes Unit into India, signalling a deeper push into one of its fastest-growing markets, with closer coordination planned between brands, sellers, and law enforcement.
In short, as online shopping grows more complex, Amazon is betting that trust built through data, enforcement, and a fair bit of algorithmic vigilance will be its most valuable product yet.
