Bisleri International’s premium water brand, Vedica Himalayan Spring Water, will partner with sitarist and mental health advocate Rishab Rikhiram Sharma to support the 2026 Sitar for Mental Health India Tour. The partnership includes participation in two key tour stops, scheduled in Mumbai on March 20, 2026 and Delhi on April 19, 2026.
The brand states that the tour is designed as an immersive experience that blends music with mindfulness. According to Bisleri, the initiative aims to reshape how modern audiences engage with Indian classical music by positioning the sitar as a medium for emotional release and inner reflection.
The company adds that this collaboration aligns with Vedica’s broader strategy of associating the brand with wellness, mindful living, and cultural experiences. These events are positioned as important touchpoints for the brand to connect with audiences through live, experience led engagement.
For these showcases, the brand will maintain an exclusive on-ground presence, including setting up branded retail and hydration carts at the venues. These moves are aimed at reinforcing its messaging around balance, calm, and mindful consumption.
Tushar Malhotra, Director of Sales and Marketing, Bisleri International, said, “Sitar for Mental Health by Rishab Rikhiram Sharma is a deeply immersive cultural experience where music, emotion, and mindfulness come together to create something truly special. With Vedica, our intent was to complement this atmosphere by becoming a seamless part of the experience by elevating moments of pause, reflection, and connection.”
“As a brand born in the Himalayas, Vedica naturally aligns with platforms that celebrate conscious living and meaningful experiences. This association reflects our continued effort to be present in spaces that inspire a more elevated, mindful way of life.” he added.
Mohit Bijlani, Founder, Team Innovation, said, “With Sitar for Mental Health, our focus was on creating an immersive and intentional environment that remained true to the essence of the experience. Vedica’s association played a pivotal role in shaping this vision, enabling us to integrate a premium hydration layer that felt both purposeful and contextually relevant. Our approach was to ensure that Vedica was not merely present, but seamlessly woven into the overall journey where functionality met experience.”
