How Evocus is Bridging the Gap in the Drinking Water Category with its Black Water

Evocus was launched in 2018 by Aakash Vaghela as returning from London, he could not find a multifunctional water-based drink that was healthy, has zero calories, and does more than one function. There was a huge gap in the healthy beverage industry which he wanted to fill. 

He introduced Evocus, a black alkaline multifunctional drink enriched with essential minerals. It is an excellent drink for body detoxification, reduces acidity, and keeps one hydrated for a longer period compared to regular RO water which is demineralized

It is a bottled black drink with a difference compared with normal bottled drinking water as it is loaded with essential minerals which help in absorbing nutrients from food and rebalancing deficiencies quickly and safely ensuring great health benefits.

Evocus now has become an aspirational product that every hotel to a retail outlet aspires to keep so that they don't miss out on the trend. “Our USP lies in the quality of the water,” stated Vaghela.

Betting Big on Omnichannel

The brand works with an omnichannel distribution strategy which is divided into 3 parts: offline retail, offline HORECA, and online e-commerce. 

“Offline, Evocus is available in 50+ cities with 80+ distributors and 1,000+ retail outlets. Additionally, the brand is also available across major modern retail outlets like 24 Seven, Le Marche, Modern Bazar, Foodhall, Brown Tree, Nature's Basket, Namdharis, Ratnadeep, and standalone premium general trade outlets. At HORECA, it is available with the major 5-star hotels like Taj, Hyatt, Novotel, and Radisson Blu in certain regions. At airports, Evocus is available at almost all the airport outlets across the country,” he stated 

“Online, the brand is available at major e-commerce marketplaces such as Amazon, Flipkart, Healthkart, CRED, Jiomart, and quick commerce marketplaces like Zepto, Blinkit, Swiggy, and Instamart. However, a large share of the online sales, around 40 percent is generated from its own website,” he further added. 

Marketing Strategy

The product itself is unique and one of a kind and so is the marketing strategy of the brand.

“Our marketing style is different than traditional companies as we believe in innovation and appreciate out-of-the-box marketing ideas. We have an experienced dynamic marketing team who are always on their toes to do something different. Our more than 90 percent spends are on online marketing channels, and we hardly spend anything on offline advertising,” he asserted.

Expansion Plans

As a matter of expansion, the brand has started exporting and selling directly in the USA, Mexico, Canada, UAE, Oman, and Nepal. 

“We plan to expand to 4 more countries in the next 6 months,” he concluded.