Ancient Greek fabulist Aesop once said, “Beware lest you lose the substance by grasping at the shadow.” The notion of not letting outside influences take away from a core message has been applied to literature, music, politics and even business. For one beverage-maker, substance over style has been a philosophy engrained in its products and messaging from the beginning.
Pittsford, N.Y.-based Karma Culture LLC took that notion to task when it launched Karma Wellness Water in 2011. “Karma is a product born out of the idea that ‘what goes around comes around,’” says CJ Rapp, chief executive officer of Karma Culture. “A product based on the simple belief that if you do something positive, you’ll get something positive back in return, [and] that when you make good choices, you’ll see and feel the benefits.”