Blinkit’s latest offering, a 100 ml bottle of “Sangam Jal” priced at Rs 69, has ignited discussions about faith, commerce, and pricing ethics. Marketed as water from the confluence of the Ganga, Yamuna, and Saraswati in Prayagraj, the product has drawn skepticism regarding its authenticity and pricing strategy. While religious products have long been a part of India’s commercial landscape, the staggering markup on this bottled water has renewed debates over the monetization of faith.
Namanbir Singh, Founder of SHIELD-INDIA, shared his concerns about the authenticity of the product, remarking, “You can be a trillionaire in India if you can build a business on faith.” His statement highlights the immense profit potential in religious commerce.
The Economics Behind ‘Sacred Water’
The cost of sourcing water from the Sangam is negligible—anyone visiting the site can collect it for free. A common industry practice is to mix a single drop of actual sacred water into regular bottled water and label the entire batch as “Sangam Jal.” This dilution strategy, often used in selling Ganga Jal, appears to be in play with Blinkit’s offering as well.
Namanbir further analyzed the pricing, estimating that if the product is primarily regular water, its cost of production should be similar to that of a standard drinking water bottle. A 1-litre Bisleri bottle is priced at Rs 20, whereas Blinkit’s 100 ml ‘Sangam Jal’ has an MRP of Rs 99. This translates to an astonishing Rs 990 per litre—4,850% more expensive than regular packaged drinking water. Additionally, the product does not clarify whether it is safe for consumption, raising concerns about its quality and legitimacy.
Faith as a Business Model
If Blinkit sells just 1 lakh bottles, the estimated revenue could touch Rs 1 crore, demonstrating the financial power of faith-driven commerce. A viral post humorously compared this model to a “15 din me paise double scheme” (a get-rich-quick scheme), underscoring the lucrativeness of religious product marketing in India.
The broader takeaway? Faith-based commerce is thriving, and in India, belief isn’t just sacred—it’s immensely profitable.
