Bisleri International’s premium natural spring water brand, Vedica Himalayan Spring Water, has partnered with sitarist and mental health advocate Rishab Rikhiram Sharma for his ‘Sitar for Mental Health India Tour 2026’. The tour is produced by Team Innovation and District by Zomato, positioning the collaboration at the intersection of music, wellness, and experiential marketing.
The multi-city initiative is designed as a multi-sensory, immersive format that blends music with mindfulness. It encourages audiences to pause, reflect, and engage with sound in a more intentional manner. The concept aims to reposition Indian classical music within a contemporary framework, using the sitar as a medium for emotional release and introspection.
The ‘Sitar for Mental Health’ platform is built around creating a meditative soundscape rooted in classical Indian traditions while integrating contemporary elements. This approach enables the experience to resonate with modern audiences, offering a live format that is both culturally grounded and experientially engaging.
For Vedica, the association reflects a strategic focus on culture-led intellectual properties and premium live events. The partnership aligns with the brand’s positioning around mindful living and elevated lifestyle experiences, targeting audiences seeking meaningful and wellness-oriented engagements.
Tushar Malhotra, director of sales and marketing, Bisleri International, said, “Sitar for Mental Health by Rishabh 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.”
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.”
Vedica partnered across two key showcases of the tour in Delhi on April 19 and Mumbai on March 20, establishing an exclusive on-ground presence. The brand integrated itself into the venue experience through strategically placed hydration and retail carts, ensuring visibility while maintaining contextual relevance within the event environment.
This activation approach enabled Vedica to move beyond conventional sponsorship visibility, embedding itself within the attendee journey. The branded hydration experience was designed to complement the overall ambiance, reinforcing associations with purity, balance, and calm—core elements of the brand’s identity.
The collaboration highlights a growing trend of brands leveraging immersive cultural formats and wellness-led experiences to create deeper audience engagement, while aligning with evolving consumer preferences around mindfulness and lifestyle.
