Aava Water, an Ahmedabad based mineral water brand owned by Behram Mehta’s Sheelpe Enterprises Private Limited won two gold stars and the Superior Taste Award 2017 from the International Taste and Quality Institute (iTQI) at Theatre Royale du Parc, Brussels on June 14, 2017. The company bottles water "originating from the holy hills of Taranga, a part of the world’s oldest mountain range, the Aravallis,” according to their website. Judged by an independent panel of 65 international beverage experts, chefs and sommeliers in a blind test, promoter and managing director (MD) Mehta states in a telephonic interview with Parsiana on July 5 that participants came from 90 different countries and that Aava was the only Indian mineral water brand to be awarded in 2017. This was the first time the company participated in the event. Says Mehta: "It was time for ratification of our good quality.” Comments from the jury members shared with Parsiana by the company include: "long, pleasurable after taste;” "leaves the mouth clean and neat” and "harmonious finish.”
Behram Mehta (second from right) with wife Tina accepting the Award
When the company was formally launched in 2005 by the then chief minister of Gujarat Narendra Modi, Aava was the first natural mineral water licensed by the Bureau of Indian Standards outside the Himalayan range (see "Water wonder,” Business, Parsiana, October 21, 2006). Mehta states there is only one other company besides his in Western India to have a license for this product. Others are all in the northern states. The Rs 25-crore company uses its in-house distribution channel only. Among it clients are Jet Airways, Swiss Air, Air France and hotel chains like Four Seasons, Oberoi, Trident and Marriott. "Every week one million bottles of Aava are relished worldwide,” states the company’s press note announcing the award. As of date, more than 350 million bottles of Aava have been consumed worldwide, it elaborates. The product is exported to New Zealand and South Africa too.
The company bottles its water at a plant in Hansol on the outskirts of Ahmedabad. Seventy-two percent of the shareholding is with the Mehta family, and the rest with foreign investors. Mehta explains that the raw water goes through 56 tests for physical, chemical and toxic elements, followed by filtration in a sterile plant. "Finally comes the rinsing of the bottles, filling and capping,” he ends. The plant is fully automated, says the proud MD. Packaging ranges from 200/300 ml (mini) to 500 ml (personal) to 750 ml (easy to carry) to a litre (cup-cap). This pack comes with an in-built cup with a unique double seal, "thereby making sharing of water easy, without the mess of having to drink from the same spout,” according to their website. Twenty liter family packs are available with hot and cold water dispensers.
From left: bottling plant; (standing) Tina, Avanti, Behram and Shiroy Mehta
with Megha Todi, Rustom Mehta (seated)
"We are planning to double our capacity in two years,” states Mehta. Next on the cards are glass bottles for the packaged water; they plan to diversify their portfolio to include tonic water and soda. Wife Tina resigned from the board of directors of the company in December 2014. "But she is an original promoter and majority shareholder and lucky angel for Aava,” says Behram. Son Shiroy (27), also a director, who is completing a course at the Indian Institute of Management in Ahmedabad, will join his father in the business soon. "He is already selling gourmet teas on-line under the name Tea Lab,” says Behram. Twenty-three-year old daughter Avanti has completed courses in literature and fashion from Kings College, UK.
Mehta’s father Rustom and grandfather Kaikhusroo were in the business of making lime powder, used in construction and granite mining which explains the company name. "Sheelpe in Gujarati, means stone carver or stone artisan,” says Mehta. "Because Parsis worship the elements, nature is good to them,” ends Mehta.