There is a lot of turbulence in the air nowadays. Some of you may have noticed it, felt it…others may not have. But take my word…it is there.

The problem you see, is caused by our treatment of bottles in general. The bottle of aerated water…where there is a lot of value addition by way of its ingredients and by way of its chilling, transportation etc., is upset with the mineral water bottle. And it is not because the value add in the case of Mineral Water is far less than that of branded and aerated waters.

It is because while the whole world is objecting to the idea of charging a marked up price in restaurants serving mineral water, the world does not seem to have any objection when the same restaurants over charge for the coloured, branded and aerated waters they serve.

In both cases the scenario is the same. Bottles of the stuff are procured by the restaurant. Stored. Chilled. And only then served.

And both products are sold at marked up prices.

But while people have no objection to paying a lot of money (many times the actual cost) for a chilled soft drink, they seem to think that chilled Mineral Water should be either served free or sold at actual cost.

I guess it has something to do with the once noble practice of offering free drinking water to guests. But what we seem to be forgetting is that when water is free or costs very little, the possibility of providing water for free is easy. But when the same water becomes a commodity with a price, the potential, the need and the opportunity for mark up on price is almost natural.

Profit after all is the motive of most businesses.

Otherwise you tell me why should a cup of coffee that uses the same amount of milk, sugar and coffee powder cost so differently…on the street it is about 5 to 15 bucks. In a star hotel it can cost up to 350 or even 500 rupees.

Where’s the logic?

One second.

Logic?

You mean there are still people who believe in logic???

Hey, come on…this is Hyderabad. Here Irani Cafes used to allow anyone to just walk in, grab a glass or two of water and carry on. No charge.

And then water became a problem. One never knew what would happen if we drank the stuff that hotels served. And then there was a campaign…Drink Mineral Water…it is safe.

And then there was another campaign…and yet another. Till a stage came when even the labour working on sites began asking for mineral water. And there was a distinct Brand Preference at play. Kinley, Bisleri and Aqua scored. The others were suspect.

So Mineral Water is the only potable drinking water around. And potable water is the minimum courtesy you can extend to your guests. And therefore Mineral Water should be served free or at cost. QED.

Wow!!! That’s a revelation if ever there was one.

But what about Beer? How is it okay to charge so much for a bottle when it costs only this much at the shop?

But that’s a sad story…But another story altogether…

Shall we talk about water?