The mineral water brand is expected to hit the market by the first week of February. The product will be priced in the range of Rs 12 to Rs 15. Speaking to The Financial Express, company CEO Amar Sinha said, "Like other players in the market, we have also decided to look at alternative means of brand communication. Our mineral water brand is just an extension of this plan."

Industry analysts say that the company's decision to enter the mineral water segment is nothing but a route for an alternative means of advertising following the ban on liquor advertising. Mineral water can be advertised without restrictions and this will provide the company with a platform to indirectly advertise its whisky.

The company, like all other liquor majors, has been hit by the ban. It even postponed its foray into the beer market on the grounds that the launch of a new product without an advertising campaign to back it will be a risk.

The company has been working on a new strategy for brand communication for its various brands.With the launch of 8 PM mineral water Radico Khaitan will be joining a long list of other players who have similarly adopted alternative means of creating brand awareness.

UB has introduced Kingfisher mineral water, Seagrams has been issuing social responsibility advertisements, United Distillers and Vintners (UDV) is all set to launch a music album.