Exclusive - Bhumi Pednekar, sister Samiksha enter 'male-dominated' FMCG market with Backbay: 'Wanted to create a brand that’s good for people and the planet'

Bhumi and Samiksha Pednekar

Bollywood actress Bhumi Pednekar and her sister, lawyer-turned-content creator Samiksha Pednekar, have stepped into a space far removed from film sets and courtrooms - the bottled water and beverage market.

Together, they have launched Backbay, a sustainable, clean-label beverage brand with its flagship product, Backbay Aqua, they say is sourced from the Himalayas.

In an exclusive conversation with Moneycontrol, the founders Bhumi and Samiksha told us that their mission is very clear - redefine how India consumes water, tackle single-use plastic, and also prove that women can build powerful brands in the male-dominated FMCG industry.

“We are women trying to enter a man’s world. The FMCG world is very prevalent by male leadership. This is not a hobby, this is a passion to create a good product, change the market, and question the status quo,” Bhumi asserts.

The idea for Backbay came from the sisters’ own lifestyle choices. Bhumi reveals neither of them has consumed water from a plastic bottle for almost a decade.

Armed with awareness about toxic chemicals leaching into packaged water and the environmental damage caused by PET bottles, they saw a glaring gap in the market.

“It was really tough for us to find alternatives. Backbay came from personal experiences as consumers when we missed a product that could service us — we realised there was a gap, and we should jump in,” says Bhumi.

Samiksha adds that in India, the absence of 'clean labels' makes it difficult for consumers to identify safe, sustainable options.

“We wanted the name Backbay to be synonymous with clean, sustainable products. If a consumer sees us on the shelf, they know that’s the cleanest option available.”

The sisters are clear that their brand is not about being the most expensive bottled water on the shelf, 'it’s about being the most meaningful.'

“We are the one with the most thought behind it, here to make an impact. Our water is natural mineral water from the Himalayas, with natural minerals and electrolytes," says Samiksha.

Bhumi points out that people rarely think about water quality despite consuming X amount of litres daily.

“What we’ve tried with Backbay is genuinely trying to solve a problem. Our approach is, it’s good for you and better for the planet," said Bhumi.

Bhumi also said that their flagship Backbay Aqua comes in fully recyclable packaging with non-plastic caps and it is designed to minimise carbon footprint and prevent chemical leaching.

For Bhumi, a known climate warrior who has spoken at global forums like Davos, sustainability was non-negotiable.

“Whatever we start together needs to come from a lens of sustainability. We’ve let go of opportunities in the past because of their environmental impact. Backbay fit right there because we wanted a sustainable beverage brand — and there was none," said Bhumi.

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Samiksha credits her sister and actor Bhumi for shaping her own eco-conscious habits.

“It’s hard to live with a climate warrior and not be one. She’s always been particular about composting, plastic waste, and segregation, since we were kids.”

Beyond sustainability, both Bhumi and Samiksha are positioning their brand as a health-first brand.

Bhumi, who has had her own transformational wellness journey, wants to use her platform to promote healthy consumption habits.

“We don’t want to give toxic chemical-filled beverages to our consumers. How we drink matters, to our bodies, our communities, and our planet.”

Bhumi said the FMCG sector, particularly beverages, is dominated by male-led companies and that they faced bias early on - both for being women and for not having prior FMCG experience.

“For someone to enter this gigantic market, the safe way would be to have an FMCG partner. We were told we wouldn’t be able to take the brand to market — yet here we are, ready to go,” says Samiksha.

Bhumi adds that their approach is to learn on the job and adapt.

“We need to be able to change with the times. Modern consumer brands need to evolve with their consumers.”

As a celebrity-led brand, Bhumi amits that Backbay enjoys visibility but with it also intense scrutiny.

“If there are advantages, there are challenges too and rightfully so. We need to ensure whatever we put out comes from a place of responsibility. We won’t make false claims. Transparency and honesty are non-negotiable,” says Bhumi.

The Pednekar sisters envision Backbay in every Indian household and in every hand.

“It could be Backbay Aqua or our future lines, but that’s the goal,” says Samiksha. “We want to be part of your life in every moment, happy, sad, or celebratory," adds Bhumi.

“We hope to hit the ₹100 crore mark in five years. We’re a woman-first brand, proud to celebrate feminine energy, and every product will be good for you and good for the planet.”

Bhumi says, in this journey, there’s no 'work-life' balance, only passion and purpose “We wake up grateful every day. This is not just a brand; it’s our way of creating change.”