Free Paani is Pakistan’s First Free Beverage Company!

A powerful new chapter in the free product revolution is being written in Pakistan. Free Paani, the country’s first free beverage company, launched in Lahore with a bold mission: to make clean drinking water accessible to everyone — and to prove that free and negatively priced business models can thrive anywhere in the world.

Inspired by and guided by Josh Cliffords, the founder of FreeWater, the team behind Free Paani adapted the core principles of advertising-funded products to fit their local market. The result was an immediate success. In their very first year, Free Paani distributed over 1 million bottles of negatively priced water — offered in both plastic bottles and more sustainable aluminum bottles — at no cost to the consumer.

But the impact didn’t stop there. Thanks to the revenue generated through advertising and partnerships, Free Paani financed eight new water wells in rural parts of Pakistan, providing long-term access to safe drinking water for communities that need it most. This combination of free product distribution and measurable social impact shows the power of the negatively priced model in action.

Free Paani’s success also reveals something deeper: that the free product economy isn’t just a Western idea. It’s a global solution that works in markets with very different conditions — where water scarcity is a daily reality, and where advertising space on something as simple as a bottle can have enormous value.

Their journey is only beginning, but it’s already proving a critical point: when essential goods are funded by new revenue streams instead of consumer wallets, everyone wins. People get what they need for free, advertisers reach new audiences, and life-changing projects — like building water wells — become possible.

Free Paani is more than a startup. It’s a sign that the free and negatively priced future is coming — and it’s happening everywhere.