Mohammad Ihtsham, Founder
Pure Sustenance

Gama spoke to Mohammad Ihtsham, Founder at Pure Sustenance.

 

What was the ‘lightbulb moment’ that led you to create a functional drink using just dates and water?

The idea came from a very simple observation. Growing up, soaking dates in water was something people had been doing for generations, particularly for natural energy and hydration. At the same time, I noticed the modern beverage market was becoming increasingly crowded with drinks claiming to be “natural” while still containing long ingredient lists, added sugars or artificial enhancers. The lightbulb moment was realising that this traditional practice already offered what many modern consumers are looking for: clean, natural hydration with genuine nutritional value. Dates are naturally rich in vitamins, minerals and electrolytes, so by carefully refining that traditional steeping process, we could create a drink that was both authentic and functional, without needing to add anything else.

 

How does Datewater bridge the gap between traditional heritage and the modern beverage market?

Datewater is essentially a modern expression of a centuries-old idea. In many cultures, dates and water have long been consumed together for nourishment, particularly for energy and recovery. What we’ve done is take that heritage and apply modern food science, quality control, and scalable production methods to make it accessible to a wider audience. The result is a drink that feels contemporary in its format and branding, but remains rooted in authenticity. Consumers today are increasingly interested in provenance and simplicity, and Datewater reflects both. It respects tradition while presenting it in a way that fits naturally into today’s health-conscious lifestyles.

 

How have you gone about educating consumers about the benefits of Datewater compared to established alternatives like coconut water?

Education has been a key part of building the brand. Many consumers are already familiar with coconut water as a natural source of electrolytes, so we focus on explaining that Datewater offers a similar functional benefit but through a different fruit and flavour profile. We highlight that it contains naturally occurring vitamins and electrolytes while remaining completely free from added sugars, preservatives, or concentrates. Rather than positioning it as a replacement, we present it as a complementary option within the natural hydration category. Sampling, clear on-pack messaging and simple storytelling around the ingredient itself have all helped people quickly understand what makes Datewater both unique and genuinely natural.

 

In such a crowded market, how do you go about building a brand following and ensuring Datewater’s minimalist brand identity really stands out?

In a market full of loud packaging and complex product claims, we deliberately took the opposite approach. Datewater’s identity is built around clarity and simplicity, which reflects the product itself. When a drink contains only two ingredients – dates and water – there’s no need to overcomplicate the message. Our focus has been on transparency, clean design, and clear communication of what the product is and why it exists. We also prioritise real-world discovery through sampling, partnerships, and placements in environments where people are already looking for healthier alternatives. Once people taste it and understand the simplicity behind it, the concept tends to resonate naturally. Building a following has therefore been less about chasing trends and more about consistently reinforcing the brand’s authenticity and purpose.

 

What is the one piece of advice you’d give to other founders looking to disrupt the health and wellness space?

My advice would be to focus on genuine simplicity and authenticity rather than trying to follow every emerging trend. The health and wellness sector moves quickly, and it can be tempting to add more features, ingredients or claims to stand out. However, consumers are becoming increasingly discerning and can quickly recognise when a product feels over-engineered. If you have a concept that is genuinely simple, beneficial and rooted in a clear story, that clarity can become your greatest strength. Equally important is patience – building trust in the health space takes time. Prioritise quality, transparency and consistency, and allow the product to speak for itself rather than relying solely on marketing.