Rs 15 mineral water for Rs 60: Mumbai co-founder explains why a simple bottle of water costs so much at restaurants

Often when we visit restaurants, we find a bottle of mineral water sitting on the table. Earlier, when patrons visited an eatery, they asked the waiters for a glass of water, and they were served. But now, times have changed. Several cafes and restaurants already keep a packaged water bottle at every table, without you having to ask for it. While it may apparently seem like a convenience-driven hack, Mumbai-based co-founder Chanakya Shah has pointed out that it is actually a marketing gimmick.

Chanakya Shah recently posted a thought-provoking write-up on his X-handle, explaining the subtle yet effective strategy adopted by many restaurants. He observed that earlier, customers were typically served basic mineral water priced at around Rs 15. Today, however, diners are more likely to find a Rs 60 bottle of premium packaged water brands placed on the table by default.

Default choices influence customer spending

According to Chanakya Shah, this small shift is rooted in consumer psychology. When a product is already placed in front of a customer, it naturally feels like the default choice. Refusing it or asking for an alternative suddenly requires a conscious decision, and often, a degree of social discomfort. Many people hesitate to request a cheaper option, choosing instead to go along with what has already been presented to them.



As a result, customers end up spending more without ever actively making that choice for themselves. Chanakya Shah also highlighted that a more transparent and fair approach would be for restaurants to simply ask customers whether they would prefer regular RO water or bottled water. However, putting forward that question also introduces awareness, and with awareness often comes more mindful spending.

Restaurants nudge diners toward higher bills

Instead, restaurants have very cleverly kept patrons in the dark by placing a water bottle at the table, quite normally. Through this act, they have managed to secretly remove the decision-making powers of customers, without them even realizing it. What happens is that customers, after spotting the bottle already on the table, are naturally drawn to opening it unconsciously. The patrons remain oblivious that they have been influenced to accept the higher-priced option.



The internet was quick to react to the post. ‘Many people don’t realise they are thirsty and open the bottle. It’s more of a marketing earning for them,’ pointed out a user. ‘I guess marketers have learnt that most ppl are socially compliant and would not use their agency to ask for what they exactly want and refuse to accept the default,’ read a remark. ‘Some businesses trick people and especially tourists, like this. They place water, snacks, and refreshments without asking and then charge for it,’ noted an individual. Some, however, argued that if customers want, they can refuse the water bottles and ask for free water.