Hayat Su

What Hayat Su does

Hayat Su is a Turkish bottled water producer founded in 1984 and operating under the legal entity SIRMAGRUP İÇECEK SANAYİ VE TİCARET A.Ş., headquartered in Ataşehir, Istanbul. It is a subsidiary within the Danone Group (joined March 1997) and positions itself as Turkey's first bottled water brand, sourcing natural mineral water from licensed springs including the highest-capacity source in the Toros Mountains. The company operates six licensed production facilities across Adana, Sakarya, Mahmudiye, Bursa, Akçapınar (Aydın), and Aydın, with FSSC22000 food safety certification at the Bursa facility and monthly water analysis reporting.

The product portfolio spans 19L and 15L water dispensers (damacana), glass bottles, PET bottles in 0.33L to 5L formats, premium PET lines, sports-cap bottles, special children's packaging, and flavored mineral water under the Sırma and Akmina sub-brands. It also distributes Danone Disney-branded UHT milk. Water is bottled through contactless automated processes that preserve natural mineral composition; the product achieves a natural pH of 8 through geological filtration. The portfolio includes Turkey-firsts such as the 2010 children's packaging, 2016 Disney-licensed bottles, and ergonomic sports-cap bottles.

Hayat Su generates revenue primarily through B2C product sales via a multi-channel model: its own website (hayatsu.com.tr), mobile app (iOS/Android/Huawei), WhatsApp Business line, call center, an authorized dealer (bayi) network across Turkey, e-commerce marketplaces, and physical retail in chain supermarkets. Both individual (Bireysel) and corporate (Kurumsal) membership tiers are offered, with payment options including credit card, cash on delivery, and meal voucher cards (Ticket Yemek, Sodexo). Pricing is unit-based with promotional campaigns (e.g., new member discounts, Cam Damacana 999 TL bundles) and a loyalty points (puan) system. The company employs 101-250 people and serves consumers primarily in Turkey with no disclosed international expansion.

Name

Hayat Su

Legal name

SIRMAGRUP İÇECEK SANAYİ VE TİCARET A.Ş.

Website

https://hayatsu.com.tr

Company type

Private

Founded year

1984

Operating status

Operating

Headcount range

101–250 employees

Short description

Hayat Su is Turkey's first bottled water brand, founded in 1984 and operated under the Danone Group, producing natural mineral water across six licensed facilities in PET, glass, and damacana formats for individual consumers, corporate accounts, and retail distribution via a multi-channel direct and dealer network.

Ownership category

akta.pro rank

Product category

Bottled Water

NAICS

Bottled Water Manufacturing (312112)

SIC

Bottled & Canned Soft Drinks & Carbonated Waters (2086)

akta.pro primary industry

Mineral Water Bottling (Naturally Mineral) (AFAFACAB)

akta.pro secondary industries

Bulk Bottled Water Production (Large Format, Home/Office Delivery) (AFAFACAH), Flavored/Enhanced Bottled Water Production (Essenced, Vitamin, Electrolyte) (AFAFACAF)

Keywords

• Bottled mineral water
• Packaged drinking water
• Water dispensers damacana
• Flavored mineral water
• UHT milk distribution

Headquarters

HQ city

Istanbul

Offices6 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. B2C Water Product Sales: Hayat Su generates revenue primarily from direct sales of packaged water products to individual and corporate consumers through its website, mobile app, WhatsApp ordering channel, and call center. Products include 19L/15L water dispensers, glass bottles, PET bottles, mineral water, and UHT milk. The company works with a dealer network for order fulfillment and last-mile delivery.
2. E-commerce and Marketplace Sales: Orders are also received through third-party e-commerce platforms and marketplace applications, where consumers can purchase Hayat Su products and have them delivered through the company's dealer network.
3. Dealer Network Distribution: The company distributes products through an authorized dealer (bayi) network across Turkey. Orders placed via any channel are routed to the nearest dealer for delivery. Dealers handle local distribution, billing, and customer service for their assigned territories.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels7 records

Core offering

Hayat Su produces and distributes natural mineral water bottled from licensed springs in the Toros Mountains, including 19L/15L damacana dispensers, PET bottles (0.33L to 5L), glass bottles, premium PET lines, sports-cap bottles, and children's specialty packaging. The portfolio extends to Sırma and Akmina flavored mineral waters and Danone Disney UHT milk products. Orders are placed through the company website, mobile app, WhatsApp, or call center and fulfilled via a nationwide authorized dealer network and retail channels.

Product overview

Hayat Su is a bottled water company operating under Sırmagrup İçecek Sanayi ve Ticaret A.Ş., part of the Danone Turkey group. Founded in 1984 as Turkey's first bottled water brand, the company offers a comprehensive water portfolio spanning multiple formats: large-format 19L and 15L bottles for home/office dispensers (damacana), PET plastic bottles in various sizes (0.33L to 5L), premium PET lines (Hayat Premium), glass bottles (Hayat Cam), and specialty products like children's packaging and sports bottles. The product range extends to mineral waters under Sırma and Akmina sub-brands featuring various flavors, plus distribution of Danone Disney UHT milk products. Ordering is available through website, mobile app (iOS/Android/Huawei), WhatsApp, and call center.

Differentiator

Problem solved

Functional benefit

Products and services

• Hayat Damacana Water (19L and 15L bulk dispensers) Bulk-format natural mineral water in reusable 19L and 15L dispensers (damacana) for home and office dispensers, sold as a mainstay daily hydration product.
• Hayat Cam Damacana (15L Glass Bottle Water) Eco-friendly 15-liter glass bottle water for environmentally conscious consumers, marketed under the Hayat Çevre Dostu (eco-friendly) positioning.
• Hayat PET Bottled Water (0.33L, 0.5L, 1L, 1.5L, 5L formats) Standard PET bottled natural mineral water across multiple sizes (0.33L, 0.5L, 1L, 1.5L, 5L) for household and on-the-go consumption, sold in multi-pack units.
• Hayat Premium PET Water (330ml, 750ml, 1L) Premium-grade PET bottled natural mineral water in 330ml, 750ml, and 1L formats for consumers seeking enhanced quality standards.
• Hayat Cam Şişe (Glass Bottled Water 330ml, 750ml) Glass bottled natural mineral water in 330ml and 750ml premium packaging for consumers preferring glass over plastic.
• Hayat Sporcu Kapak 750ml Sports Bottle Ergonomically designed 750ml water bottle with sports cap, specifically marketed to active lifestyle and sports consumers.
• Hayat Children's Special Packaging Water (0.33L) Special packaging designed for young children in 0.33L format — Turkey's first such product category introduced in 2010, also extended through Disney-licensed character bottles in 2016.
• Sırma Premium Mineral Water (200ml, 330ml, 750ml) Premium mineral water brand under the Sırma Group, sold in 200ml, 330ml, and 750ml formats including plain and lemon-flavored varieties.
• Akmina Flavored Mineral Water (Plain, Lemon, Vitamin C, Watermelon-Strawberry, Mango-Pineapple, Red Berries, Mandarin, Apple) Flavored mineral water under the Akmina brand, available in multiple flavors (plain, lemon, Vitamin C lemon, watermelon-strawberry, mango-pineapple tropical, red berries, mandarin, apple) in 200ml and 1L formats.
• Danone Disney UHT Milk (Plain, Strawberry, Chocolate, Banana) UHT milk products distributed under the Danone Disney license in plain, strawberry, chocolate, and banana flavors, packaged in 180ml units sold in packs of 6.
• Damacana Pompa (Water Dispenser Pump Accessory) Manual pump accessory for 19-liter water dispensers enabling easy dispensing without requiring a separate water cooler.

Quantifiable outcome

• pH 8 natural mineral water achieved through geological filtration
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship / core, core and minor.

• Danone (Danone Hayat İçecek ve Gıda Sanayi ve Ticaret A.Ş)flagship / coreOthers · 1 January 1997In March 1997, the company became part of the Danone Group and was renamed 'Danone Hayat İçecek ve Gıda Sanayi ve Ticaret A.Ş.' It is currently operated by SIRMAGRUP İÇECEK SANAYİ VE TİCARET A.Ş. as part of Danone Türkiye, alongside Numil Gıda Ürünleri San. ve Tic. A.Ş and Danone Tikveşli Gıda ve İçecek San ve Tic. A.Ş. The Danone affiliation provides global quality standards (FSSC22000), R&D capabilities, and brand credibility.
• Disney (Licensed Character Partnerships)coreOEM/ Whitelabel/ Licensing PartnerIn 2016, Hayat Su launched Turkey's first Disney-licensed water bottles featuring colorful character designs on packaging, targeting children. The bottles serve as collectible items and play companions for young consumers, combining hydration with entertainment appeal.
• E-commerce Marketplace PartnersminorChannel Partner/ Reseller/ DistributorHayat Su sells products through third-party e-commerce platforms and marketplace applications (e-ticaret siteleri, pazaryeri uygulamaları). Orders placed through these channels are forwarded to the company's order management system and fulfilled through the dealer network.
• Food Card Partners (Ticket Yemek, Sodexo)minorChannel Partner/ Reseller/ DistributorHayat Su accepts meal voucher cards (Ticket Yemek Kartı and Sodexo Yemek Kartı) as payment methods, enabling employees of partner companies to purchase Hayat Su products using their employee benefit cards.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Erikli: Erikli is one of the largest direct competitors in the Turkish bottled water market, offering 19L home/office dispensers, glass bottles, and PET bottles through its own dealer and digital channels. Highly comparable to Hayat Su on product format, distribution model, and target end-consumer.
• Damla Su (Nestlé Waters Türkiye): Damla is Nestlé Waters' natural spring water brand in Turkey, sold in PET bottles and retail SKUs. Competes directly with Hayat Su on retail shelves and in consumer occasions where international bottled water brands are chosen.
• Beypazarı Maden Suyu: Beypazarı is a long-established Turkish natural mineral water brand, particularly dominant in small-format glass and PET bottles, and competes with Hayat Su in supermarket and HORECA channels across Turkey.
• Pınar Su: Pınar Su (Yaşar Holding) is a leading Turkish natural mineral water and beverage brand operating across PET, glass, and damacana formats with national distribution. Direct head-to-head competitor to Hayat Su in both retail and home/office delivery in Turkey.

Emerging players

• FIJI Water: FIJI Water is a premium imported natural mineral water positioned around source provenance and pH profile, analogous to Hayat Su's pH 8 Toros Mountains source positioning. Relevant as a peer on premium-mineral water branding and overseas distribution potential.
• Voss: Voss is a premium bottled water brand sold in glass and PET formats via on-premise and retail channels, owned by a Turkish conglomerate (bought by Reykjavik Funds/EQT). Comparable to Hayat Su's premium glass bottle sub-line (Hayat Çevre Dostu Cam Su) and its premium PET line.

Broad incumbents

• Nestlé Pure Life: Nestlé Pure Life is a global bottled water brand offering purified and mineral water in PET formats. It is the broader-incumbent benchmark for branded packaged water in retail and an indirect competitor to Hayat Su's premium and standard PET lines.
• Evian (Danone): Evian is the global premium natural mineral water brand owned by Hayat Su's parent, Danone. While operating in a different geography and price tier, it shares the same natural mineral water sourcing and bottling playbook used by Hayat Su and validates the premium-mineral category.
• Aqua (Coca-Cola İçecek Türkiye): Aqua is Coca-Cola İçecek's bottled water brand in Turkey, leveraging the parent's bottling and retail distribution infrastructure. Competes with Hayat Su across PET and retail channels, backed by a multinational beverage conglomerate.

Regional players

• Bisleri (India): Bisleri is the leading bottled water brand in India with a long operating history, multi-format portfolio (PET, glass, 20L dispensers), and a strong home-delivery model — a regional benchmark that mirrors Hayat Su's damacana + dealer + digital stack in Turkey.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/hayatsu
• YouTubeyoutube.com/channel/UC4UH7xawtjoNI74ykm24ArA
• Facebookfacebook.com/erdalticarethayatsubayii
• Instagraminstagram.com/hayatikonusalim
• LinkedInlinkedin.com/company/hayatsu

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hayat Su